A Marketing Strategy You May Not Be Thinking Of: Celebrating Micro-Holidays

Author

Netta Dobbins
June 24, 2024

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Here’s what you can expect in today’s newsletter:

  • How to Create a Digital Marketing Plan for Your Small Business

  • Ask Me Anything: Website or Social Media First?

  • Besties for the Resties: How General Mills and DoorDash Celebrated Best Friends Day

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How to Create a Digital Marketing Plan for Your Small Business

As Tennessee's Grow with Google Digital Coach, I have the privilege of working directly with hundreds of small business owners each month.

The most common question I hear? "Where do I even begin with marketing?" It's a valid concern – the digital marketing landscape can feel overwhelming.

Whether you're a seasoned entrepreneur or just starting out, I'm here to guide you through the process.

In this article, I’ll break down the 6 essential steps to building your first marketing plan for your small business, from defining your goals to leveraging AI.

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Ask Me Anything
Should I Focus on Social Media First or Build a Website?

In this section of my newsletter, I answer some of the frequent questions I receive from subscribers. Got a question for me? Respond directly to this email with it!

Struggling to decide where to start building your business?

Both websites and social media are powerful tools, but they serve different purposes.

Do you want complete control over your brand experience and long-term growth?

Or, are you looking for a fast and interactive way to get things started and connect with your audience?

BIG STRATEGIES, SMALL BUSINESS
Besties for the Resties: How General Mills and DoorDash Celebrated National Best Friends Day

In this section of my newsletter, I share some of the coolest marketing tactics from larger brands and give insights into how small business owners can do something similar.

This week, we're taking inspiration from a collaboration between General Mills and DoorDash!

To celebrate National Best Friends Day, they teamed up for a creative snack giveaway promotion.

Here’s what made this a winning campaign and how you can adapt their strategies for your small business:

Strategy 1: Tap into Micro-Holidays

General Mills and DoorDash capitalized on a lesser-known holiday, National Best Friends Day. This strategy allows you to stand out from the crowd during non-traditional holidays and connect with customers on a more personal level. Consider holidays relevant to your industry or target audience - think National Dog Day for a pet store or National Coffee Day for a coffee roaster.

Strategy 2: Create a Fun Customer Experience

The "Besties on Broadway" pop-up event offered free snacks, DIY activities, and photo opportunities. This strategy goes beyond just a sale and fosters positive brand association. Think about how you can create a fun and engaging in-person experience for your customers, even on a smaller scale. Host a themed product tasting, offer a DIY workshop related to your product, or create a social media contest with user-generated content.

Strategy 3: Partner for Broader Reach

DoorDash's delivery platform amplified General Mills' campaign reach. Consider partnering with a complementary business for a co-branded promotion. This could be a local bakery for a coffee shop, or a fitness studio for a yoga apparel brand. Partnering allows you to tap into each other's customer base and expand your reach without a significant individual investment.

National holidays might be crowded, but micro-holidays and creative customer experiences can help you stand out.

Get inspired by General Mills and DoorDash, and use these strategies to build stronger customer bonds with your small business!