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Oct 8, 2013

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Secrets of Small Business Success: Your Best Strategy for Attracting New Holiday Customers is Hiding in Plain Sight

Sure, the holiday rush is exciting and a great boost for business, but what’s your strategy to drive even more business and keep those customers coming back all year long? Donna Fenn spoke with two successful entrepreneurs on how they tackle the holiday season and keep customers coming back for more.


Janet – @jzablock


Your Best Strategy for Attracting New Holiday Customers is Hiding in Plain Sight

By Donna Fenn, Small Business Author and Expert

At this time of year, consumers are more willing than ever to pull out their wallets to begin to make progress with their gift lists.  That means all you need to do is sit back and watch your sales multiply, right? Wrong! Yes, your tried and true customers are probably thinking of you already, but what about new customers? They’re out there, but you may need to make a special effort to reach them.  Do it right and you’ll not only increase sales over the holidays, you’ll add a significant number of new loyal customers to your database.  Here’s what two smart entrepreneurs have planned:

Ada Polla, the CEO of Alchimie Forever, a family-run skin care business, has struggled with the dilemma that “skin care is not really a gift product.”  No one really wants to open a wrinkle cream or anti-cellulite gel on Christmas morning! Her solution: create a new product specifically for holiday giving. “We tweaked the formula of our hand and foot cream to make a dry skin balm that’s neutral in terms of skin type,” she says.  She priced the product at $25, packaged two of them in a pretty gift bag and will price the package at $41. “We learned that if we just put two products together in a gift package and sell them at retail, that isn’t enough,” she says. “There has to be value.”  Another lesson learned from previous years is to take the gift package off the website after December. “We used to leave them on for the whole year,” says Polla, “but we found that people were buying them for themselves at the discounted price, and I don’t want that. We want them purchased as gifts for new customers.” Plus, she says, the gift packages appear more special if they’re more scarce.

At Back to the Roots, an Oakland company that makes grow-your-own mushroom kits and aqua farms (you can grow herbs and baby greens on top of a beta fish tank!), co-founders Nikhil Arora and Alejandro Velez also came up with a product-related holiday strategy. Their mushroom kits are currently on sale for $20 at retailers such as Whole Foods, Home Depot, and Safeway, but for the holidays they plan to produce a “mini” mushroom kit that will retail for just $9.99.  “Buyers tell us that when the price tag of an item goes from $12 to $10, it often doubles or triples sales,” says Arora.  “Going from $20 to $10 opens up a whole different world and will be a huge opportunity to drive sales and maximize our exposure and sell-through.” And $10, he says, is “a perfect stocking-stuffer price.” The company will also tweak its packaging to add a holiday theme that will appeal to retailers and encourage them to display the products prominently.

Bottom line: whether you make a product or deliver a service, you don’t need to launch an entirely new offering to attract attention over the holidays. Your best strategy may be hiding in plain sight, in the form of an existing product or service that can be tweaked with a holiday spin.

Disclaimer: Practice recommendations are intended for informational purposes only and should not be relied upon for legal advice. When implementing any new strategy or practice, you should consult with your legal counsel to determine what laws and regulations may apply to your specific circumstances. Visa makes no representations and warranties as to the information contained herein.

Posted by: Janet Zablock, Head of Global Small Business, Visa Inc. on October 8, 2013 at 8:02 am