How to Use Event Targeting to Maximize Small Business Saturday Results
Small Business Saturday aims to make a big difference for smaller, local businesses during the holiday season. Learn how event targeting can drive advertising ROI.
Created by American Express in 2010, the relatively new retail holiday known as Small Business Saturday encourages consumers to shop locally while looking for unique, one-of-a-kind, and thoughtful gifts for loved ones during the holiday season.
According to Etsy, that’s precisely what shoppers do, and the numbers back it up. In 2017, 108 million shoppers spent $12.9 billion in a single day.
How can you align your marketing strategy with Small Business Saturday?
Event Targeting
As champion and creator of this retail holiday, American Express has put together its Shop Small Studio. The webpage encourages small business owners to work with other small businesses in the area to host events such as a “Kickoff Breakfast” to “bring the community together before they Shop Small on the big day.”
With the current rise in local search, small businesses can capitalize and better their results with Event Targeting through the Audience Marketplace. This TEGNA marketing tactic lets a small business use Geofencing technology to draw a virtual fence around a specific area and time – such as the Kickoff Breakfast – to target with ads, offers, and promotions for the day. Once a shopper enters the Kickoff Breakfast, they’ll be served with mobile ads throughout the day while they’re shopping to turn mobile traffic into foot traffic.
Retargeting
Audience Marketplace also includes retargeting, which can turn shoppers into repeat customers, extending your reach past the holiday season. How?
Let’s say a shopper clicked on a geofenced ad, which took them to a specific landing page created for Small Business Saturday. Retargeting will target that shopper with ads for that business as they browse other sites. After all, some shoppers need reminders and a little nudge towards conversion. Retargeting reminds them that they previously showed interest in certain products or services.
Start Advertising for Small Business Saturday with TEGNA
With 64 local news stations in 51 markets nationwide, at TEGNA, we know the power of local advertising better than anyone. Let’s get in touch to discuss your small business’s advertising strategy.
