Holiday shopping became a dominant news theme in advance of Black Friday and will continue to weave its way into the news until the holidays have passed. While sharing Black Friday and Cyber Monday sales figures and discussing consumers’ holiday purchasing habits may not be relevant to your small business, there are four other timely opportunities to provide expert media commentary, send email marketing communications to clients and prospects, and gain visibility for your brand during the year-end rush.
Year-End Wrap-Up
Was 2012 a record-breaking year for your industry? Did your small business defy a nationwide trend? Was a new law/regulation passed that changed how you do business and/or significantly impacted your clients and customers?
With a new year on the horizon, now is the time to examine the triumphs and tribulations of 2012. If this was a record-breaking year for your industry, there may be an opportunity to lend expert commentary to a trade publication. If you commissioned a study that shows how your industry has evolved over the past decade and have quantifiable, proprietary data to share, perhaps it is time to pitch your local business journal.
Timeliness remains a core component of newsworthiness, regardless of whether the news is shared via social or traditional channels. Whether you are sending a news alert to media or a marketing email to clients and prospects, focus on why now is the time to pay attention to your story/information.
Forecasting for 2013
Have industry experts projected significant growth for your sector in 2013? Are there new developments that impact the business environment and, ultimately, what products/services your clients need to have on their radar? Fourth quarter is a great time to have these conversations.
As businesses wrap up 2012, their eyes are already wandering into 2013. What new technology is on the horizon? How can one increase efficiency and maintain morale? Where is this industry headed? These are all important questions – some of which your small business may be in a prime position to answer.
When making projections for 2013, focus on how this information impacts clients and prospects. It is great to say that there is an increased opportunity to leverage technology, but one needs to drill down to what that means for the business owner and their team. Remember, great marketing answers the question ‘What’s in it for me?’
Hurricane Sandy
Many businesses, nonprofits and individuals are still dealing with the aftermath of Hurricane Sandy. While effectively discussing this topic requires a great deal of sensitivity, many have committed to helping those hit worst by the storm and have great social impact stories to share.
Did your company hold a corporate volunteerism day to collect donations or deliver supplies to victims of Hurricane Sandy? Is your company launching a corporate giving or corporate social responsibility program as a result of the storm? Has your business model changed a result of Hurricane Sandy’s impact?
These are relevant conversation topics that are worth sharing not only with media, but with your clients and prospects. In highly competitive industries, in particular, consumers have a number of choices when it comes to who they want to do business with. Oftentimes, being a ‘good neighbor’ influences their decisions. Further, clients and prospects may have an interest in supporting your efforts and helping to make an even greater impact.
Corporate Giving
Food drives, toy drives, coat drives – you get the idea. Philanthropy is a powerful tool for helping businesses to strengthen ties with the community. Biz Stone, co-founder, Twitter, even predicts that as much as 75% of marketing budgets will be reallocated to philanthropy in the coming years.
If your business is making a significant year-end donation to its charity of choice or celebrating a successful year-long giving program, fourth quarter is the time to talk about it. Reach out to local media, send emails to clients and prospects, add a short write-up to your website, create a short video and/or blog about it. There are limitless, relevant communications mediums through which to share this news.
While this news hook has the makings of a ‘feel good’ holiday story, it is also an opportunity to help those in the community who aren’t familiar with your organization to develop an awareness of and relationship with the people behind the brand. Further, it is an avenue for recognizing and celebrating the employees who have helped your company make a significant impact on the community.
In a world where social media continues to grow and hyperlocal media shares the news within each of our communities, there is a significant opportunity for businesses to get their voices heard. By latching on to timely opportunities, businesses can tell their story while providing value to the end user, be it a client, prospect, reader or viewer.
Is your small business blogging? Blogs are a powerful tool for sharing your company’s story. Contact us today and take the first step towards developing a robust online information hub that shares timely news and expert commentary from your organization.
