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It’s summertime, and the livin’ is easy. But for small, independent retailers, it takes more than a lift from a catchy Gershwin song to sustain their businesses over the lazy, slower summer months and throughout the year. For some businesses, a combination of creative marketing, partnerships with other businesses and latching on to chamber- and town-sponsored programs help sustain business activity during summer or other times of the year when customers are vacationing or distracted by other pursuits, said Jessica O’Donnell, Emmaus Main Street manager for the Greater Lehigh Valley Chamber of Commerce. “We’re very fortunate that communities in the Lehigh Valley work hard to create programs and events to draw attention to what’s available right in people’s hometown,” O’Donnell said. “In Emmaus, for example, the business owners realize that they can’t just rely on the borough’s 11,000 residents to keep the shops and restaurants open.” The National Federation of Independent Business, meanwhile, recommends hosting events such as fundraisers and open houses, surveying customers and using the slow time to make certain your website and social media channels are what you want. “During busy times, it’s easy for these resources to slip under the radar, so make the most of slower periods to review and refresh your online properties,” said Paul Bettencourt, an NFIB researcher. Business stays fairly constant in the summer at the Emmaus Run Inn on Main Street, a specialty shoe store that serves runners. “We have so many running events that go on in the summer to keep things humming along,” said Run Inn owner Chris Schmidt. “Throughout the summer, we promote races and group runs on Tuesdays and Thursdays and have something going on every weekend.” On weekends, which tend to be slower in the summer, Schmidt uses social media to grab people’s attention about events and sales. Back-to-school sales start to ramp up the first full week of August as customers start thinking about running apparel and hydration accessories for fall, he added. Another big success is coordinating races that end at Funk Brewing Co. on South Sixth Street in Emmaus. In fact, Funk Brewing has become an anchor for businesses seeking creative and enticing ways to sell their products. Switchback Pizza, which had operated a mobile oven at area outdoor markets, opened a brick and mortar restaurant last year in an old train station just off the triangle in Emmaus. “Two to three Friday nights a month, we set up a kitchen outside Funk Brewing and make sandwiches,” said Marguerite Viola, co-owner of Switchback Pizza. “It’s been great to be able to share some beer with customers, since we don’t serve it at the restaurant.” On Sundays, Switchback Pizza also has a mobile wood oven at the Emmaus Farmers’ Market to expand its business presence on weekends. “I’m trying to think of new things like special events to raise awareness for our brand,” Viola said. “Farmers markets are busy during the summer and are a great way to get our menu in front of new customers.” Keith Plunkett, marketing and sales director at Funk Brewing, said the relationships with Emmaus Run Inn, Switchback Pizza and other local businesses have been beneficial all around. Trivia night every Tuesday either ends up with kegs delivered to Schmidt’s store or a visit to the brewery itself by Run Inn’s clientele. “And because we don’t have a kitchen, Switchback Pizza’s pop-up kitchen that’s set up on Friday nights when the brewery is closed is a great way to promote both of our businesses,” Plunkett said. “We’re happy about these partnerships and supporting Emmaus businesses.” According to the National Federation of Independent Business, it’s typical for small businesses to experience peaks and dips in revenue, depending on the season. The trick is to make smart use of quiet periods to generate interest and improve the bottom line. Some of the NFIB’s suggestions include hosting an event, a fundraiser or an open house. A casual drop-in event where old and new customers can stop by, have a drink and appetizer and say hello is an opportunity to strengthen connections. The organization also suggests taking advantage of a slow period to create and distribute a customer survey. Analyze the responses and consider implementing some of the suggestions. By including a special coupon code or access to an exclusive offer with the survey, businesses may boost the odds of getting a repeat visit from past customers, as well as make people more likely to submit their feedback. Business owners also should consider reviewing their online presence — website, email newsletter templates, social media channels and third-party online reviews about their business. “Make sure everything is consistent with your business’ brand,” said Bettencourt of the NFIB. “Double check that all links, images and videos are working and that your site is optimized for mobile users. Review your content to ensure it’s fresh and up to date.” Read the entire article Here
It’s summertime, and the livin’ is easy.
But for small, independent retailers, it takes more than a lift from a catchy Gershwin song to sustain their businesses over the lazy, slower summer months and throughout the year.
For some businesses, a combination of creative marketing, partnerships with other businesses and latching on to chamber- and town-sponsored programs help sustain business activity during summer or other times of the year when customers are vacationing or distracted by other pursuits, said Jessica O’Donnell, Emmaus Main Street manager for the Greater Lehigh Valley Chamber of Commerce.
“We’re very fortunate that communities in the Lehigh Valley work hard to create programs and events to draw attention to what’s available right in people’s hometown,” O’Donnell said. “In Emmaus, for example, the business owners realize that they can’t just rely on the borough’s 11,000 residents to keep the shops and restaurants open.”
The National Federation of Independent Business, meanwhile, recommends hosting events such as fundraisers and open houses, surveying customers and using the slow time to make certain your website and social media channels are what you want.
“During busy times, it’s easy for these resources to slip under the radar, so make the most of slower periods to review and refresh your online properties,” said Paul Bettencourt, an NFIB researcher.
Business stays fairly constant in the summer at the Emmaus Run Inn on Main Street, a specialty shoe store that serves runners.
“We have so many running events that go on in the summer to keep things humming along,” said Run Inn owner Chris Schmidt. “Throughout the summer, we promote races and group runs on Tuesdays and Thursdays and have something going on every weekend.”
On weekends, which tend to be slower in the summer, Schmidt uses social media to grab people’s attention about events and sales.
Back-to-school sales start to ramp up the first full week of August as customers start thinking about running apparel and hydration accessories for fall, he added.
Another big success is coordinating races that end at Funk Brewing Co. on South Sixth Street in Emmaus. In fact, Funk Brewing has become an anchor for businesses seeking creative and enticing ways to sell their products.
Switchback Pizza, which had operated a mobile oven at area outdoor markets, opened a brick and mortar restaurant last year in an old train station just off the triangle in Emmaus.
“Two to three Friday nights a month, we set up a kitchen outside Funk Brewing and make sandwiches,” said Marguerite Viola, co-owner of Switchback Pizza. “It’s been great to be able to share some beer with customers, since we don’t serve it at the restaurant.”
On Sundays, Switchback Pizza also has a mobile wood oven at the Emmaus Farmers’ Market to expand its business presence on weekends.
“I’m trying to think of new things like special events to raise awareness for our brand,” Viola said. “Farmers markets are busy during the summer and are a great way to get our menu in front of new customers.”
Keith Plunkett, marketing and sales director at Funk Brewing, said the relationships with Emmaus Run Inn, Switchback Pizza and other local businesses have been beneficial all around.
Trivia night every Tuesday either ends up with kegs delivered to Schmidt’s store or a visit to the brewery itself by Run Inn’s clientele.
“And because we don’t have a kitchen, Switchback Pizza’s pop-up kitchen that’s set up on Friday nights when the brewery is closed is a great way to promote both of our businesses,” Plunkett said. “We’re happy about these partnerships and supporting Emmaus businesses.”
According to the National Federation of Independent Business, it’s typical for small businesses to experience peaks and dips in revenue, depending on the season. The trick is to make smart use of quiet periods to generate interest and improve the bottom line.
Some of the NFIB’s suggestions include hosting an event, a fundraiser or an open house. A casual drop-in event where old and new customers can stop by, have a drink and appetizer and say hello is an opportunity to strengthen connections.
The organization also suggests taking advantage of a slow period to create and distribute a customer survey. Analyze the responses and consider implementing some of the suggestions.
By including a special coupon code or access to an exclusive offer with the survey, businesses may boost the odds of getting a repeat visit from past customers, as well as make people more likely to submit their feedback.
Business owners also should consider reviewing their online presence — website, email newsletter templates, social media channels and third-party online reviews about their business.
“Make sure everything is consistent with your business’ brand,” said Bettencourt of the NFIB.
“Double check that all links, images and videos are working and that your site is optimized for mobile users. Review your content to ensure it’s fresh and up to date.” Read the entire article Here