{"id":8064,"date":"2023-11-01T00:00:00","date_gmt":"2023-11-01T07:00:00","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/2018\/11\/20\/how-to-use-event-targeting-to-maximize-small-business-saturday-results\/"},"modified":"2023-10-30T13:12:00","modified_gmt":"2023-10-30T20:12:00","slug":"how-to-use-event-targeting-to-maximize-small-business-saturday-results","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/how-to-use-event-targeting-to-maximize-small-business-saturday-results\/","title":{"rendered":"How to Use Event Targeting to Maximize Small Business Saturday Results"},"content":{"rendered":"

Created by American Express in 2010, the relatively new retail holiday known as Small Business Saturday encourages consumers to shop locally while looking for unique, one-of-a-kind, and thoughtful gifts for loved ones during the holiday season.<\/span><\/p>\n

According to Etsy, that\u2019s precisely what shoppers do, and the numbers back it up. In 2017, 108 million shoppers spent $12.9 billion in a single day.\u00a0\u00a0<\/span><\/p>\n

How can you align your marketing strategy with Small Business Saturday?\u00a0\u00a0<\/span><\/p>\n

\"Millennial<\/a><\/p>\n

Event Targeting<\/b><\/h2>\n

As champion and creator of this retail holiday, American Express has put together its <\/span>Shop Small Studio<\/span><\/a>. The webpage encourages small business owners to work with other small businesses in the area to host events such as a \u201cKickoff Breakfast\u201d to \u201cbring the community together before they Shop Small on the big day.\u201d<\/span><\/p>\n

With the current rise in local search, small businesses can capitalize and better their results with Event Targeting through the Audience Marketplace. This TEGNA marketing tactic lets a small business use <\/span>Geofencing<\/span><\/a> technology to draw a virtual fence around a specific area and time \u2013 such as the Kickoff Breakfast \u2013 to target with ads, offers, and promotions for the day. Once a shopper enters the Kickoff Breakfast, they\u2019ll be served with mobile ads throughout the day while they\u2019re shopping to turn mobile traffic into foot traffic.\u00a0\u00a0<\/span><\/p>\n

Retargeting<\/b><\/h2>\n

Audience Marketplace also includes <\/span>retargeting<\/span><\/a>, which can turn shoppers into repeat customers, extending your reach past the holiday season. How?<\/span><\/p>\n

Let\u2019s say a shopper clicked on a geofenced ad, which took them to a specific landing page created for Small Business Saturday. Retargeting will target that shopper with ads for that business as they browse other sites. After all, some shoppers need reminders and a little nudge towards conversion. Retargeting reminds them that they previously showed interest in certain products or services.<\/span><\/p>\n

Start Advertising for Small Business Saturday with TEGNA<\/b><\/h2>\n

With 64 local news stations in 51 markets nationwide, at TEGNA, we know the power of local advertising better than anyone. <\/span>Let\u2019s get in touch<\/span><\/a> to discuss your small business\u2019s advertising <\/span>strategy<\/span>.\u00a0<\/span><\/p>\n

\"Millennial<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Small Business Saturday aims to make a big difference for smaller, local businesses during the holiday season. Learn how event targeting can drive advertising ROI.\u00a0<\/p>\n","protected":false},"author":4,"featured_media":12818,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[54,96,91],"tags":[9,14],"class_list":["post-8064","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beingoodcompany","category-digital","category-holiday","tag-event-targeting","tag-small-business-saturday","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/8064","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=8064"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/8064\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/12818"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=8064"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=8064"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=8064"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}