As the manager of an independent book store and then as manager of a hospital gift shop, I have very fond memories of special events my staff and I hosted throughout the year. Some that we created for summer fun included a Teddy Bear Picnic, State Fair Comes to the Gift Shop, Tomato Plant Sale (held in conjunction with a local nursery), Pokémon Card Swap, Maxwell Street Days, Harry Potter parties, and BRIO® Play Days. Along with several other shops, the book store even built a float and marched it in our community’s July 4 Parade.
Luckily, I’m a creative person, as well as an organized one. Coming up with ideas and planning it all down to the last detail was not a problem for me; in fact, I thrived on all the event-generated enthusiasm. As I remember those good times in writing this, it’s that last bit about “enthusiasm” that still resonates the most with me. The more we did for our customers and the community at large, the more they enjoyed our activities, the more we generated “brand awareness.” (At the time, however, that term wasn’t yet in use. I like to think we were ahead of our times.)
It’s very gratifying to know that we provided so many of our customers with wonderful, memorable experiences. I hope all of you who are planning your own events this summer understand you have wonderful opportunities to do the same for your patrons. And that’s what it’s all about, “the customer experience,” right?
For those of you who are a little late in planning your own business’s warm-weather schedule, we at Smallbizmke created a Summer Visibility Checklist. It should help jumpstart some ideas; at the very least, I hope it inspires you to do at least one thing that gets your business noticed and reminds your customers why they love supporting local.
And if you’re looking for even more support, we’ve developed a growing collection of ready-made marketing kits and collaborative branded campaigns designed to make seasonal marketing simple, creative, and community-driven. Consider this your starting point for a summer full of connection, visibility, and fresh momentum.
You may not see the full impact right away, but trust me—when you pour creativity and care into your business, your customers feel it. And that kind of connection is what turns a small business into one that’s beloved.
Special Note: Wait ‘til you see what we have for you this Fall and Holiday Season to market your business!
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