A national organization said major events can give small businesses the opportunity to get their product in front of a large crowd. Georgia has two such events this year, including a spring tradition in Augusta (Photo courtesy: www.visitaugusta.com)
SCORE, the organization of retired business experts, recently held an online seminar to share advice on best practices to tap into those unique customer bases.
Mark Dobson, a SCORE mentor and President of the investment and development company Eight-Four, LLC, pointed to some of the largest upcoming sporting events, including the Indianapolis 500 and FIFA World Cup, which will have events in Atlanta.
However, with the 90th Masters Tournament less than a month away, ABD asked what local small businesses should be doing to attract customers.
Saying he has attended the tournament, he realizes the challenges local small businesses face. He said step one is to evaluate your business’s capacity to engage with such a large crowd. One option would be to partner with one of your national suppliers to create a product specific to your company.
“And then, can you leverage materials that are related to the event with your business logo on it? Could you create something that you could sell based on the materials that are used in the event?” he asked, adding that small and portable may be the best option.
“Most people who are attending are walking fairly long distances and may not want to be carrying a lot of items. So, simplicity is really helpful,” he explained.
For many small businesses, the top reason to engage with crowds at major events is to increase profits and sales.
“There could be other reasons as well,” he began. “You may want to introduce your business to a market you’ve never been in before. You’re selling or marketing a particular item, and you’ve never had access to a market that’s represented by this event. You may just want to increase your business’s exposure, and you’re using it as an advertising tool. You may want to introduce a new product line from your company.”
Dobson said he understands the lure of participating in major events, but it may not be a good fit for some smaller businesses.
“The reality is they may be so large that you will get sort of lost in the shuffle,” he warned. “So, perhaps the better thing is to look at what’s available in your community that fits you, fits your mission, and offers an opportunity for your small business.
He said the festivals, rodeos, conferences, trade shows, local sporting events, cultural events, and seasonal markets, such as farmers’ markets, can provide the avenue to grow your customer base. The way to prepare is to know what is upcoming by engaging with chambers of commerce, event calendars, and social media.
“But you’ve got to follow it and be involved with those things to see what’s going on in their future and perhaps even help,” he said. “Look at what’s available in your community that fits you, fits your mission, and offers you an opportunity for your small business. This is not to say don’t try to be involved in the big events. It’s just to remember that there are events in your community that may be more impactful for you and your business.”
Dobson said a reliable source of information and advice is the local SCORE office. The CSRA is served by the Aiken office: www.score.org/greateraiken.
