Small Business Saturday is coming up in a few days, and a well-thought-out PR campaign can help set you up for success on the day and in the coming year. While Small Business Saturday is usually thought of as an alternative to the Black Friday frenzies at big box stores, any small business can participate and promote itself by using some simple but effective tactics.

Form a Plan

Like any good PR initiative, you need a plan to make sure your Small Business Saturday efforts are worth the time and effort you’ll put in. Answer the following questions to begin figuring out your strategy:

1. What will your hours be that day and what will your staffing needs be as a result?
2. What will your offer be? Will you hold an event or a sale to drive traffic to you?
3. Are your social media accounts up to date? Is your website updated? Can it handle any increased traffic that the day might bring?

Connect With Your Local Chamber of Commerce

Chances are your local Chamber of Commerce will have ways it plans to support its members on Small Business Saturday. Find out what they are doing and see if you can get your name on any mailers they send or on any ads they might run. In today’s fractured world, personal connections through organizations like a Chamber mean more than you might realize. You never know who might patronize your business just because they see that you’re connected in this way to another person or business they already know.

Plan for the Day Even if You’re Not a Retailer

Even if your business isn’t in retail sales, you can still participate in Smal Business Saturday. Use the day to think about other creative ways to connect with your community and potential customers. If you’re located in a business district where other shops will also be holding Small Business Saturday sales and events, this is a great time to consider holding an open house. Invite your business-owner neighbors and let them see your space and learn what you do.

If you have a connection to a local celebrity, consider asking them to participate in an event at your office or store. Having a chance to meet or take a photo with a well-known person can often draw people to your door who might not otherwise come to you.

Use Your Online Audience

Whatever you decide to do for Small Business Saturday, be sure to make the most of your online presence. Let social media followers know what you’ll be doing and encourage them to visit you and your fellow business owners.

Use the hashtag #SmallBusinessSaturday, so people who specifically wish to support small businesses can find you. If you have the means, consider boosting some Small Business Saturday-related posts for greater visibility in your geographic area.

Consider Traditional Media

Even in larger metropolitan areas, many suburbs and neighborhoods have small local newspapers. Residents read them because they focus on news that is happening right outside their doors. So, these papers provide a great way to get some Small Business Saturday PR for your business.

Running ads ahead of Small Business Saturday in a media outlet like a small local paper can help drive customers to your door at a critical time of year. Not only are people holiday shopping, but people are also making plans for services they might need in the coming year.

Create Your Offer

Creating your offer is probably the trickiest part of Small Business Saturday. You need something that will attract people and make them want to visit your business. For retailers, of course, this is a little easier. Special sales or two-for-one offers can help attract customers.

But even service-based businesses can create offers. A small law firm, for example, isn’t going to draft someone’s will on Small Business Saturday. But a firm could hold an open house where they hand out flyers. The flyers can provide information on how to get a discount on will-writing services if a client books an appointment before the end of the year.  These kinds of offers are especially helpful if your business is new, and you want to ensure you have clients lined up come January!

If you need help with your PR needs in the coming year to prepare for the next Small Business Saturday, Chemistry PR & Multimedia can help. Chris Kuban started Chemistry PR and Multimedia with a vision to effectively formulate corporate and non-profit brands across the country. He is an expert in Media Relations, Event Management and video production. Working with a team of local and national suppliers, vendors, employees, and consultants has allowed him to coordinate more than 246 national events that help deliver the ROI his clients seek. Follow him on Twitter or connect with him on LinkedIn. Chris is proud that his firm is ranked one of the Best St. Louis Public Relations Firms in the region.