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Labor Day is all about affording workers a well-earned a rest, yet retailers could really benefit from keeping their doors open during the celebrations. Here are just a few ways you can market your business ahead of Labor Day 2018.
Get social
Any business not already making the most of social media could be missing out on some huge marketing potential. In today’s climate, consumers expect the brands they engage with in-store to have an online presence too, and utilising social media is one of the most effective ways to reach out and connect with new audiences.
A little research can go a long way, so spend some time looking into the kind of hashtags and keywords your target audience is using at this time of year. From there, set about creating some eye-catching social posts that your customers can share and engage with. Your social channels should act as an extension of your brand voice, but it’s worth considering how themed gifs and live videos could further boost your online presence.
Embrace the change in seasons
The change in season is a busy time for retailers, as they navigate the time-consuming task of replacing old stock with new. Take a step back however, and you’ll realise that Labor Day is also a great opportunity to promote some other fall celebrations, such as Halloween and the beginning of a new semester.
The beginning of the semester means that kids and parents are likely to be out shopping for school essentials, for instance. It could therefore be beneficial to bring related products to the forefront of your Labor Day marketing. Combining events in this way is a great way to promote your store to as wide an audience as possible.
Launch time-sensitive offers
Public holidays are the perfect opportunity to draw in new customers with special sales and discounts. The key is to create a sense of urgency, so limiting these offers to the duration of the long weekend is sure to get people through the door and turn casual browsers into valuable customers.
Special offers don’t necessarily mean slashed prices. You may choose to discount certain items, but also consider ways you could be more creative in your efforts. For instance, complementing products can be put into a bundle that works out cheaper than buying the items individually.
Host a class or event
Retailers of all sizes are going to be competing to attract footfall over the long weekend. As the owner of a small or medium sized business, the only way to make sure you stand out against the crowd is to offer something truly unique. During the lead up to Labor Day, consider how you could offer customers a valuable shopping experience by hosting a class or event in-store.
The key is to look at what you already have and determine how you can turn this into something entertaining for your audience. If you’re a fashion retailer, think about throwing an in-store fashion show or inviting a local influencer along to host dedicated styling sessions. Hardware stores could promote informal workshops that demonstrate how to use the latest tools, while cooking and tasting events are great for food and beverage retailers. These events don’t need to cost a fortune, but can go far in showcasing your best products and giving customers an experience they won’t forget.
Connect with other businesses
If you’re looking for new and effective ways to market your business this Labor Day, it’s likely those around you are doing exactly the same thing. Make the most of this by buddying up with other businesses in your area and offering customers a well-rounded retail experience.
For example, you may choose to offer additional discounts to those who make purchases both at your store and with the store next door. A complementary business doesn’t necessarily need to target the same audience as yours, either. Labor Day is a great family holiday, so consider businesses that are likely to appeal to your customer’s friends and family members, too.
Get involved
Many towns and neighbourhoods will be holding special events over the long weekend, such as festivals, markets and funfairs. If you haven’t been approached already, be proactive in reaching out and seeing how your business could get involved.
Participating in events happening around your neighbourhood is crucial to growing visibility and brand awareness. It also gives you a chance to connect with likeminded business owners, some of which may be open to collaborating on joint marketing campaigns or even setting up your own event in the future.
Labor Day is a great opportunity for retailers to engage with their audience and generate additional revenue. It's all about marketing your business in the right way to encourage valuable customers through the door.
