How to Use Event Targeting to Maximize Small Business Saturday Results

| November 20, 2018

Small Business Saturday aims to make a big difference during the holiday season for smaller, local businesses within a community.

Created by American Express in 2010, the relatively new retail holiday known as Small Business Saturday encourages consumers to shop locally while looking for unique, one-of-a-kind and thoughtful gifts for loved ones during the holiday season.

According to Etsy, that’s exactly what shoppers are doing, and the numbers back it up. In 2017, 108 million shoppers spent $12.9 billion in a single day.  

How can you align your marketing strategy with Small Business Saturday?  

Event Targeting

As champion and creator of this retail holiday, American Express has put together its Shop Small Studio. The webpage encourages small business owners to work with other small businesses in the area to host events such as a “Kickoff Breakfast” to “bring the community together before they Shop Small on the big day.”

With the current rise in local search, small businesses can capitalize and better their results with Event Targeting through Audience Marketplace. This TEGNA Marketing Solutions tactic lets a small business use Geofencing technology to draw a virtual fence around a specific area and time – such as the Kickoff Breakfast – to target with ads, offers, and promotions for the day. Once a shopper enters the Kickoff Breakfast, they’ll be served with mobile ads throughout the day, while they’re shopping, in an effort to turn mobile traffic into foot traffic.  


Audience Marketplace also includes Retargeting, which can turn shoppers into repeat customers, extending your reach way past the holiday season. How?

Let’s say a shopper clicked on a geofenced ad which took them to a specific landing page created for Small Business Saturday. With Retargeting, that shopper will be targeted with ads for that business as they browse other sites on the web. After all, some shoppers need reminders and a little nudge towards conversion. Retargeting is the reminder that they previously showed interest in certain products or services.

Social Media Advertising

The American Express Small Shop Studio also includes a wealth of free resources, including both digital and print assets, such as flyers, logos, profile photos, and banners for social media to complement Social Advertising campaigns you should be running in the days leading up to November 24. These social resources help to extend reach even further and target an audience that is highly likely to shop locally on Small Business Saturday.

About TEGNA Marketing Solutions

We make sure our clients target and connect to the audiences that matter most, delivering proven results through simplified advertising solutions, such as Audience Marketplace and Social Media Advertising. Our team of experts takes the time to understand your unique marketing needs and goals to create a customized solution based on insights and industry expertise. Learn more about Audience Marketplace and Social Media Advertising with TEGNA.

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