EXPERIENCE MARKETING
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Small Biz Experiences

Small Business Experience Marketing Building customer loyalty with memorable, high-impact, low-budget promotional events

Small Business Winter Safety Comfort Activities

If there aren't enough ideas out there yet, try these that I gleaned from Michigan's Ec Dev Dept who have a lot of experience coaching small businesses how to attract customers while it's cold.

How small businesses can deal with the COLD and instead celebrate how to enjoy it.

SPACE - Long-term environmental design considerations

  • Access existing solar exposure (seek radiation & orientation to winter low sun)

  • Increase curb-side pick up with clear outside bike lanes and sidewalks

  • Add signs directing to specific pick up locations

  • Block winter winds - Plant deciduous trees on S & E sides, coniferous trees on north and west sides

Outdoor Patio Seating

  • Create outdoor “rooms” - add straw bale walls to create pocket seating areas

  • Add attachment eyes to buildings for temp pop-ups

  • Awnings that roll out or extend

  • Use “warm” materials for structures - wood, polyethylene, or vinyl-coated metal

  • Invest in fabric seat cushions

  • Add handrails to slippery entries & spaces

  • Pop-up tents over entrances & pockets for waiting/viewing

  • Heaters - use electric when possible to reduce carbon-production

  • Heated tables (DIY:https://www.bloomberg.com/news/features/2020-10-20/what-outdoor-dining-may-look-like-in-winter

Lighting

Add warm white lights to brighten dark spaces (Christmas twinkle & Edison bulbs)

Create “fireplaces” with improvised structures & lights


Enhance Sales Online 

  • Conduct live holiday shopping events on social media

  • Use QR codes on storefront window to promote products and online shopping.

  • Expand curb-side pick-up and delivery options

  • Develop winter themed specials, sales, and products

Experience Marketing Events

  • Create positive winter themed marketing for storefronts and sales

  • Limit activities & spread them out

  • Stagger attendance - VIP, invite-only and RSVP events and sub-events

Business Activities - Customer participation

  • Socialize: outdoor theater stages, wandering choral groups

  • Walking tours (art sculptures, history tours, window displays/decorations)

  • BYOB-blanket

  • Promote appropriate clothing with contests: Sweaters, hats, gloves, personal lighting

  • Invite food & beverage trucks to serve warm refreshments out front

  • Invite non-profits to “staff” outside areas

 

References

Michigan Economic Development Corporation Covid Response Winter Strategies https://www.miplace.org/4aafef/contentassets/121f2aa174374015a15724e381a7a517/winter-report_final-_102620.pdf

https://www.bloomberg.com/news/features/2020-10-20/what-outdoor-dining-may-look-like-in-winter