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As the wild and unpredictable year of 2021 is headed into the holiday season – it can only mean that Small Business Saturday is just around the corner. Although things are different this year, this fantastic marketing campaign is a gift to Guerrilla Marketers as Guerrillas embrace marketing opportunities that are placed right into their laps – especially those that are low cost.

So, how can you make sure you’re fully leveraging your opportunity?

A shopper that’s ready to buy is a Guerrilla’s perfect prospect and to make it even better, American Express is doing a lot of the heavy lifting (i.e. marketing spend) on behalf of their small business customers.

If you accept American Express – they offer a fantastic array of tools to ensure that you drive sales and Guerrillas will leverage their program to their maximum benefit. Be sure to utilize every free benefit offered. This year’s Small Business Saturday is November 27, 2021. To get started:

  1. Get Listed

Make sure your business is listed on the American Express Shop Small Map / Directory.

  1. Download Your Toolkit

American Express offers a downloadable toolkit of Shop Small holiday materials to help you promote your businesses participation, online or at your physical location(s).

  1. Consider Becoming a Neighborhood Champion

American Express also provides tools to help you rally other small businesses and shoppers in your area when you become a Neighborhood Champion. After all, the greater the concentration of participating businesses are in your area, the more appealing the opportunity is for shoppers to park once and purchase many of the items on their shopping list.

Once you’ve utilized the right Guerrilla tools to drive customers to your door, now you must be prepared to turn everyone that enters your door, from a prospect into a customer.  A good starting place is to do a review and ensure that your easy to do business with and exceeding customers’ expectations at every turn.  Take a look at:

  1. Inclusive

If your materials could use a refresh, American Express offers downloadable social posts, in-store signage and more to help you clearly communicate your vision.

  1. Signage

Are you clearly communicating your hours, pricing, promotions, and policies?

  1. Parking

Free and easy parking is always a benefit for your prospects and customers.

  1. Giveaways

Who doesn’t like to receive something for free?  It not only creates a warm introduction with your prospects, it also creates a desire to reciprocate.

  1. Promotions 

Are they simple to understand and clearly communicated by your employees?

  1. Gift Cards

This year especially, the popularity of gift cards is expected to rise. If your business sells a significant percentage of cards, consider having an express line during busy hours.

  1. Staffing

Are you prepared to make your customers purchases quick and effortless?  Guerrillas spend time training, incentivizing, and testing their employees to ensure that they represent the business and deliver the desired message.

  1. Ambiance

Are you creating an atmosphere that incentives purchases?  From the attire of your employees, to the fragrance of your store, the music and even the temperature of your store – every detail entices or detracts.

  1. Diversity

Remember that many occasions are celebrated during the holiday season and as a Guerrilla you want to make every customer and prospect feel welcome and appreciated.

  1. Affiliate / Fusion Marketing

There has never been a better time to work with other businesses to refer customers and prospects. Your knowledge of your customer’s needs and your relationship skills with other businesses are put to great use this season.

  1. Selfie Station

Create an engaging selfie station (with your business name and a QR code prominently placed) and encourage prospects to snap photos and share.  If you need some inspiration, begin with your USP and, if needed, remember that people love to share images of oversized objects (e.g. a giant candy cane, holiday tree or other symbol, etc.)

  1. Free Wi-Fi and Comfortable Seating

Whether it’s your prospect or for those who might be along nearly against their will, having a place to rest for a moment is a welcome find to shoppers.

  1. Customers

Have you created programs that motivate your customers to make repeat purchases? This is your opportunity to over-deliver and make your customers want to come back and to want to connect with your business.  Take advantage of this opportunity to create relationships by letting customers know their appreciated and you welcome the referral of their friends and family to your business.

Your job as a Guerrilla is to turn what could be an ordinary experience for a prospect into an extraordinary experience that turns them into a customer that can’t wait to tell everyone they know about your business.  Guerrilla profits soar when delighted customers share the memorable experience of doing business with you.

Guerrilla Marketing was founded by Jay Conrad Levinson in 1984 to bring proven successful, easy and low-cost marketing methods to small businesses. The concept of Guerrilla Marketing was developed as an unconventional system of promotions that rely on time, energy and imagination rather than a big marketing budget. For more information and to read more articles, go to