Most boat dealerships are small businesses, something we should take pride in. It’s also a great reason to participate in Small Business Saturday, which happens this weekend on Nov. 25.
Today, the speed of using an email list makes it possible for every dealer, even at this late date, to invite customers to support Small Business Saturday.
Small Business Saturday was created by American Express in 2010. It’s now well documented that the event results in consumers shopping and supporting small businesses on the Saturday after Thanksgiving. Marine dealers should work to cash in on the expected $900-billion-plus projected to be spent from now until Christmas. It’s a good revenue opportunity going into what is the slowest part of the year for dealers in northern climes.
So, how about some ideas for cashing in? Topping the list, rev up your email (and social media list initiatives) announcing your participation in SBS. Of course, always use every opportunity to sign up more people for your email list.
Today, call your dealership team together to set some easily managed ideas. For example, your business can offer special pricing on accessories, clothing, tubes, skis or discounted gift cards. You likely will have your own ideas for the day.
You could also plan a last-minute SBS Open House Day with some family fun and refreshments for all your customers seeking an enjoyable family refuge from the local mall zoo. Think about offering a few small door prizes or giveaways. And, of course, the showroom could have some early Christmas flavor like big red ribbons on showroom boats, or small Christmas trees on the bows of select models, or lights along the gunnels, etc. After all, ‘tis the season to be jolly — and make money!
Special events are always a draw. Depending on the primary interests of a dealership’s customer base, how about a live demonstration on the hottest new electronics, fishing equipment or water sports gear? Consider hosting a fishing expert to speak to your angling customers. You could also team up with a local tackle store to have a big table or two with those lures and lines that can make perfect stocking stuffers.
From a different perspective, many retail experts contend shoppers don’t necessarily shop at small businesses just for the deals, albeit discounts still serve as incentives. Having an additional purpose for visiting your store can be a trigger many customers.
For example, SBS customers could be encouraged to bring in, say, cans of food to be given to the local food bank; or bring a child’s toy for a locally-recognized program like “Toys for Tots.” Perhaps pledging a portion of every sale on SBS to a local recognized charity, or a local family facing a recent tragedy, or the Wounded Worrier Project, or Tunnels-to-Towers, may provide a more compelling reason for customers to visit the dealership on SBS. Such charitable-giving promotions can make a visit to the dealership more rewarding and memorable for all prospects and customers, not to mention the impact such can have on each member of the staff.
Bottom line: Because this annual event is so widely recognized, it presents a good opportunity to draw more customers into your dealership and boost overall Holiday sales at a time when aggressive marketing is clearly needed.
