How to Run an Effective “12 Days of Deals” for Small Business Season

October 29, 2024

While the twelve days of Christmas are traditionally celebrated between December 25 (Christmas Day) and January 5 (the eve of the Epiphany), consumer businesses often celebrate with the “12 Days of Deals” observance where they offer a new deal every day for twelve days leading up to Christmas Eve (although any 12 consecutive days during Small Business Season works).

The discounts can be incredibly effective in generating buzz and drawing crowds. After all, everyone wants to know what tomorrow’s discount will be. In this article, we’ll walk you through how you can capitalize on your own “12 Days of Deals” during Small Business Season.

Even if you’re not a traditional retail business, remember all customers enjoy a deal (or, better yet, 12 of them!).


How to Run a Successful 12 Days of Deals Campaign

The holiday season is the perfect time for small businesses to engage customers and boost sales. A "12 Days of Deals" campaign is an effective way to generate excitement, attract new customers, and encourage repeat purchases.

Here’s how your business can make the most of this strategy, regardless of your industry.


Step One: Set Goals for Your Campaign

This is not a giveaway. For your 12 Days of Deals to have an impact on your bottom line, you should get clear about what you want to achieve with your campaign.

Are you looking to:

·        Increase overall sales?

·        Clear out old inventory?

·        Drive foot traffic to a physical location?

·        Grow your email list or social media followers?

·        Boost brand awareness?

Setting clear goals will help you structure the campaign and measure its success.


Step Two: Plan Your 12 Days of Deals Strategically

Create a day-by-day plan for your promotions. This is not something you want to do on the fly when you have time to post each day. Consistency is key to this type of campaign. You want to build excitement.

Here are some basics to keep in mind:

·        Offer a Mix of Deals. Rotate discounts, giveaways, and special bundles to keep things fresh and exciting for your customers.

·        Use Escalating Deals. Start with smaller offers and save the biggest deals for the final days.

·        Feature Different Products/Services. Highlight various items each day or different aspects of your business, such as services, gift cards, or seasonal products. If you sell to different demographics, keep them all in mind and offer something for everyone during the 12 days. That doesn’t mean offering multiple deals each day. Just make sure you rotate the appeal. For instance, if you sell makeup and you have a youth line and a mature skin line, either create a discount on all makeup or choose a day to offer something special to the youth and something special for the other group. The deals do not have to be the same or equal, but both demographics should be represented so no one feels left out.


Step Three: Create a Promotional Calendar

Again, consistency is key. Develop a promotional calendar that outlines:

·        What deal will be offered each day.

·        How you will communicate the deal (social media, email, in-store signage, etc.). Save yourself some time and craft and schedule the posts ahead of the day. Use AI to draft them for even more time savings.

·        The time frame for each deal (e.g., 24-hour deals or extending some offers through the weekend). Decide whether you will honor the deals if someone “just misses” one.


Step Four: Promote the Campaign in Advance

Start spreading the word about your 12 Days of Deals campaign before it begins. Tell your chamber about it. Maybe they will include it in their newsletter, emails, or videos about Small Business Season. Use multiple channels to build anticipation such as:

·        Email marketing.

·        Website announcement.

·        Social media. Post countdowns to the first day “unveiling” of the campaign.

·        In-Store signage. Put up posters or signs to let customers know that the promotion is coming soon.

·        Video. On short Reels, TikToks, and Stories, ask customers what they’re hoping to see as part of your 12 Days of Deals promo.


Step Five: Keep It Visible

Use marketing channels to keep the campaign visible and accessible. You might choose to make the deals announcement every day at the same time. You can roll it out in a live announcement to build buzz and interact with your audience. Don’t forget to:

·        Send daily deal alerts to your mailing list, including eye-catching visuals and a clear call-to-actions.

·        Post daily updates about the deal of the day, using engaging images, videos, or stories to grab attention.

·        Feature a “12 Days of Deals” banner on your homepage and social media profiles. Dedicate a section to showcasing the daily offers.

·        Promote the deal of the day with in-store announcements or signage to entice walk-in customers.


Step “Six”: Use a Sense of Urgency

While this isn’t a step in itself (thus the “”), it’s critical that with this type of promotion, it’s all about the ticking clock. The deal is only good for a limited time (establish that ahead of the promotion and communicate it with every deal that is announced).

Encourage customers to act quickly by emphasizing limited availability. Use phrases in your marketing and communications such as:

·        Today only (or whatever hours you’ve established)

·        Limited quantities available

·        While supplies last

·        Sold Out – if you limit quantities of the deal ahead of time and you sell out, make sure you publish that you sold out on your social media and website. You do this for two reasons—you want to minimize the disappointment and don’t want people to make a special trip only to realize it’s no longer available AND people will see you sell out and that will further drive their fear of missing out. When the next deal is announced, they will not hesitate and will buy immediately.


Step Seven: Engage Your Audience

Run an interactive campaign to boost engagement. You can do this by:

·        Offering an additional prize for one lucky customer who takes advantage of the daily deal.

·        Asking customers to share photos of their purchases or tag your business for a chance to win a bonus prize.

·        Using live-streaming on social media to show people in your business and answering any questions.


Step Eight: Monitor and Learn

Track the success of each day’s deal to see what resonates most with your customers. Metrics to consider include:

·        Sales volume

·        Website traffic

·        Social media engagement

·        Email open and click-through rates


If a particular type of deal performs well, consider adapting future offers to better match customer interests. Additionally, if the deal is not inspiring action, think about tweaking deals in the future that were like the one that is not performing.


Drive Post-Campaign Engagement

After the 12 days are over, keep the momentum going. You’re now top of mind for these customers. Don’t waste the momentum. Show appreciation for customers who participated in the campaign by sending a thank you postcard or email. Entice them to return in January with a follow-up promotion.


Early Bonus: Reward Your Loyal Customers

Reward your loyal customers by allowing them early access to deals or a sneak preview of some of the deals. You can use this tactic to encourage sign-ups for a loyalty program or email list ahead of the holiday season. This also allows them to feel “in the know.” While they may leak some of your deals early, talking about you and your deals is well worth the secret getting out.

Local Business Partnerships Strengthen Communities and Drive Growth

February 19, 2025
Strategic partnerships expand reach – Small businesses can attract new customers, reduce costs, and strengthen their local presence by collaborating with complementary businesses. Joint events boost visibility – Pop-up shops, community festivals, and charity partnerships create opportunities for cross-promotion and increased customer engagement. Shared marketing maximizes impact – Social media takeovers, email marketing swaps, and joint discounts help businesses reach wider audiences without increasing advertising costs. Co-working and shared spaces reduce expenses – Businesses can lower overhead costs by sharing retail locations, office spaces, or market stalls while enhancing customer experience. Success stories highlight collaboration benefits – Partnerships like breweries and food trucks or bookstores and coffee shops demonstrate how businesses can thrive together by providing complementary services. ~ 507 words / 2.5 min read Small businesses looking to expand their reach and strengthen their customer base are finding success through local collaborations. By forming strategic partnerships with other businesses and organizations, owners can tap into new audiences, reduce costs and contribute to a thriving local economy. Finding the Right Business Partner Successful collaborations often involve businesses that complement, rather than compete with each other. A coffee shop, for example, may partner with a bookstore to host book signings, creating a mutually beneficial arrangement that brings in customers for both. A fitness studio might team up with a health food store to promote wellness programs, offering discounts to each other’s customers. Leveraging Events and Promotions Local businesses can increase visibility and engagement by organizing joint events. Some popular strategies include: Pop-up shops – A bakery can be set up inside a boutique, providing shoppers with refreshments while increasing exposure for both businesses. Community festivals – Restaurants, retailers and service providers can join forces to sponsor or participate in local events, drawing in larger crowds. Charity partnerships – Businesses that collaborate with nonprofits or local organizations not only contribute to a cause but also boost customer loyalty and trust. Such initiatives create opportunities for businesses to cross-promote and introduce their brands to new audiences. Collaborating on Marketing Efforts Marketing can be a significant expense for small businesses, but shared promotional efforts help reduce costs while maximizing impact. Local businesses can work together through: Social media takeovers – Partnering businesses can feature each other on platforms like Instagram and Facebook, increasing engagement. Email marketing swaps – Businesses can promote each other in their newsletters, introducing their products and services to a wider audience. Exclusive discounts – Offering customers a deal when they visit both businesses encourages spending across multiple locations. Exploring Shared Spaces Another effective collaboration strategy involves sharing physical space to cut costs and increase visibility. Co-working environments, pop-up markets and joint retail spaces are becoming increasingly popular among small business owners. For instance, a yoga studio and a wellness clinic might share a lease, offering their clients a one-stop destination for fitness and health. Similarly, food halls that feature multiple vendors allow small restaurant owners to reach new customers without the financial burden of operating a standalone location. Success Stories in Local Collaboration One well-known example of local business partnerships is the collaboration between breweries and food trucks. Many craft breweries lack kitchen facilities, so they invite food trucks to set up outside their establishments. This arrangement brings in more customers, benefits both businesses and creates a vibrant atmosphere for patrons. Independent bookstores and coffee shops have also successfully partnered to attract customers. By allowing book lovers to enjoy a cup of coffee while browsing, both businesses see increased engagement and longer customer visits. The Bottom Line For small businesses, collaboration is more than just a marketing strategy—it’s a way to strengthen the local economy and build lasting relationships with customers. By forming strategic partnerships, hosting events and sharing marketing efforts, businesses can maximize their resources and drive mutual success. --- The Leavenworth-Lansing Area Chamber of Commerce is a private non-profit organization that aims to support the growth and development of local businesses and our regional economy. We strive to create content that not only educates but also fosters a sense of connection and collaboration among our readers. Join us as we explore topics such as economic development, networking opportunities, upcoming events, and success stories from our vibrant community. Our resources provide insights, advice, and news that are relevant to business owners, entrepreneurs, and community members alike. The Chamber has been granted license to publish this content provided by Chamber Today, a service of ChamberThink Strategies LLC.

Stop Spinning Your Wheels and Start Seeing Results

February 17, 2025
Has this ever happened to you? A brilliant idea sparks, you meticulously plan every detail, create beautiful spreadsheets, and envision the triumphant launch. Maybe you even practice a little Law of Attraction in your meditative practices each morning. But then… . The plan sits there, gathering dust, because life has gotten busy, you’ve been plagued by self-doubt, or you moved on to the next exciting concept. Sound familiar? Or maybe you’re the opposite. Maybe you’re all about action and no planning. You’re jetting off to the next hottest thing without seeing anything ripen and produce. Many business professionals fall into this trap, leaning too heavily on either the planning or the action phase. We either over-analyze and never launch, or we jump in headfirst without a strategy and quickly burn out. So, how do we bridge the gap and turn those well-laid plans (or exuberant energy) into tangible results? Ready, Set, Go Finding the balance between planning and action is crucial for success. Too much planning leads to paralysis, while too much action leads to a game of chaotic professional ping-pong, bouncing from one thing to the next. Here's how to navigate that middle ground and start experiencing real progress: 1. Define Your "Why" and Set Clear Goals: Before diving into the nitty-gritty details, revisit the core reason behind your plan. Why is this important? What do you hope to achieve? Does it fit into what you’re already doing or is it a new undertaking altogether? If it’s new, do you aim to replace or enhance what you’re currently doing? Clearly defined goals provide direction and motivation, making it easier to prioritize and stay focused. 2. Break It Down: Large, overwhelming plans are often the biggest culprits of inaction. Break your grand vision into smaller, manageable steps. Instead of "launch a new product line," think "research competitor pricing," "develop prototype," "create marketing materials." These bite-sized tasks feel less daunting and provide a sense of accomplishment as you tick them off. Building momentum is a large part of sticking with something long-term. 3. Embrace Imperfect Action: Perfection is the enemy of progress. Don't wait for everything to be flawless (or the timing to be perfect) before taking a step. Sometimes, "good enough" is better than "never done." Remember, even a small step is a step, if it aligns with your goals. That imperfect thank you note you send is better than the perfect note you never write. 4. Resist the Shiny Object Syndrome: In today's fast-paced world, it's easy to get distracted by the next "big thing." Don't be a "shiny object entrepreneur." Constantly chasing fleeting trends and abandoning projects when they don't instantly go viral is a trip to Nowheresville. True success is built on consistency and perseverance. Focus on your core plan, refine it as needed, and stick with it. 5. Build Relationships, Not Transactions: Today's most successful businesses are built on strong relationships. You can't cultivate genuine connections if you're constantly flitting from one project to the next, across multiple disparate audiences, solely focused on quick wins. Invest time in building rapport with clients, partners, and even competitors. These relationships can be invaluable for support, collaboration, and long-term growth. Remember, people do business with people they know, like, and trust. 6. Review and Adjust: Your initial plan is just a starting point. Regularly review your progress, analyze what's working and what's not, and adjust your strategy accordingly. Be flexible and willing to adapt. The business landscape is constantly evolving, and your plan should too. But this is where a lot of people stumble. They confuse new projects with timely adjustments. When things get rough or boring, they think innovation means a completely new undertaking. It doesn’t have to. Sometimes innovation is making changes to how you’re currently doing something and serving your market in a new way. 7. Celebrate Small Wins: Recognizing and celebrating your accomplishments, no matter how small, is essential for maintaining momentum. It reinforces positive behavior and motivates you to keep moving forward.  8. Create Daily Habits: Following daily habits can keep you on track and accountable toward your progress. Bridging the gap between planning and action requires conscious effort and a shift in mindset. Not to mention, walking away from the idea of going viral. You still can, of course, but don’t make it your only goal. It’s too easy to get discouraged. Instead, transform your ideas into reality and achieve lasting success through these steps. ---------- Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Medium: @christinametcalf Facebook: @tellyourstorygetemtalking Instagram: @christinametcalfauthor LinkedIn: @christinagsmith

Embracing Imperfection to Strengthen Your Business

February 10, 2025
What do Han Solo (Star Wars et al), Walter White (Breaking Bad), and Katniss Everdeen (The Hunger Games) have in common? They’re terribly flawed and we love them for it. Imperfection can also be a powerful asset for businesses when approached with the right mindset. So stop trying your best to be perfect and embrace imperfection as a way to connect with your customers. Here’s how: How to be Perfectly Imperfect  You’ve probably heard the adage “finished is better than perfect” or “you can’t edit a blank page.” There’s something to be said for embracing life’s imperfections, especially in business. After all, everyone can relate, and imperfections are bound to happen. So you might as well make the best of them. There’s a popular self-help book called “How to Keep House While Drowning.” It was written by a recovering overwhelmed housewife. It’s funny and terribly relatable, especially if you do most of the housework around your home. But it’s also a book about very boring things like dishes in a sink. You can use this same “common denominator” to relate with your ideal client. Relatability It's hard to identify with a perfect business or person. When someone is busy telling us how perfect they are or only showing us the perfect side of their lives, a distance between us will arise. After all, if your life is less than perfect how do you align with someone who is only showing you the sunny side? Whether it's a fictional character, your best friend, or a business, seeing flaws makes us feel like that person or entity is going through the same things we are. This relatability can be loyalty-building when it comes to business. Transparency You can also turn mistakes into opportunities by being openly honest about your shortcomings. When you acknowledge errors and demonstrate a commitment to improvement, you actually build stronger relationships with customers. In fact, 89% of people believe a business can regain their trust if it admits to a mistake and transparently outlines steps to prevent future issues. Authenticity Companies that show their human side can gain a competitive edge. For example: Domino's Pizza ran a campaign admitting their pizza had its issues , but they were addressing them. Guess what? It increased sales. Netflix publicly apologized for a pricing mistake, demonstrating accountability (and let’s not forget their Tyson debacle—again, they apologized instead of ignoring it). Coke went back to the original and admitted the change was a terrible idea. All of these companies received kudos for their honesty (and listening to customers). Fearlessness From an employee perspective, embracing imperfection can unlock creativity by removing the paralyzing fear of failure. When businesses create an environment that accepts mistakes as part of the learning process, employees feel more comfortable: - Experimenting with new ideas - Taking calculated risks - Thinking outside traditional boundaries Companies that remove the fear of failure can accomplish great innovation. Healthier Work Environment Transparency in leadership can also improve your business. When leaders acknowledge their own flaws it: - Reduces stress among employees - Increases job satisfaction - Boosts overall productivity If you’ve ever worked for a workaholic, you know their flawed views on work can be detrimental to your own. But we’re not telling you to hang all your dirty laundry out on the line for everyone to see. There is a strategy behind using imperfection to build a stronger relationship with your customers and employees. A Strategic Approach to Imperfection The key is not to aim for mediocrity, but to view imperfections as opportunities for growth. Your business is never going to be perfect; but you can be perfectly relatable. Be real, be resilient, and be ready to learn and grow. Our best relationships in life (and on the screen) are not between us and perfect people. Quite the opposite. We embrace flaws and appreciate when those around us do the same. Showing your less-than-perfect side will make you more endearing and solidify a long-term relationship between your business and your customers. ------------------------ Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Medium: @christinametcalf Facebook: @tellyourstorygetemtalking Instagram: @christinametcalfauthor LinkedIn: @christinagsmith
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