There are many special events that can produce much traffic for you at little or no cost. Customers like unique shopping experiences. During the promotional sales that I run, many repeat customers come in for the shopping and the special events also. By having special events, you can make your small business stand out from the rest of the small business owners. Many small business owners would be better off spending more time and money on special events and less on advertising.

                   Kinds of Events  

One of the things you could offer a special discount or a small free gift for every contestant. The key is to create excitement and keeping customers coming back to see what your small business will do next.

Customers have enjoyed the different special events in the various consulting projects for my clients. If you offer some incentive for people to participate, your response will be much better.

Look a Like Contest- You could offer some prizes to get contestants. This is best to try after you have done some other special events. Make sure you advertise in plenty of time to get plenty of contestants.

Cherry Pie Contest- This would be a good promotion around President’s day.

Design a Greeting Card- This has plenty of possibilities. You could have a hand drawn and or computer generated categories. You could have this also by ages or even limit it to kids.

Talent Contest- You may be surprised by the talent of your customers. I have seen many creative displays of talent loved by the customers. You could have a qualifying event before your talent show if you have too many entrants.

Positive Picketing- This is when you have customers stand in front of your small business holding signs such as “Best Small Business in Town” or “Prices Too Low”. If you have the picketers dressed in costume, they will be noticed even more. This special event has resulted in my clients getting free publicity in the local newspaper.

Pictures Santa / Easter Bunny- This is a fantastic way to get people in your small business. You may only want to take Polaroid pictures and charge a minimal fee for $2. Also, if you have a digital camera, you could e-mail the picture to the customer for $1 or even better free. Be prepared for a huge turnout, if this is properly promoted. Also, you could consider taking the pictures for free and any donations are given to a specific charity. You make your money on the increase of sales in your small business.

Couple Pictures for Valentines- Another great holiday to use the low cost or free pictures.

Halloween Costumes Kids / Pets- This is an easy one to produce much traffic to your small business. The key is to advertise this to get many contestants.

Xmas in July/ August- This is a way to sell some of your old Xmas. This could be a time to offer a free picture with Santa. Some small businesses already have a Christmas in July, so you may want to consider August. The only problem with August is it could conflict with back to school.

Antique Car Shows- I have seen this gather attention in several places.

Clowns, Magicians, Karate Club- These all are proven winners that attract attention.

Local Celebrity- Having a local celebrity sign autographs is always a crowd pleaser.

Informational Seminars/ Product Demos- This is an excellent way to increase sales by giving customers information at no charge. Some companies have used these with tremendous success. This is something that starts slow, but over time can be huge. They are most effective on Saturday’s.

Medical Tests- Have a health organization does testing or gives shots etc.

Charity Drive- Have food/clothing donated for a needy group. It could also be toys for Christmas time.

Free Giveaways with Purchase- Give something free with a purchase of a certain amount or a particular item. Food items are great such as pies, turkey, and ham, to name a few. Gift Certificates can be used also. For example, have an item selling for $100 with a cost of $60. Instead of dropping the price $20-25, leave it full price and offer a gift certificate for the $20-$25.Many people will treat it as 2 items for the price of one.

Caricaturist- You could have a caricaturist in your small business  on a Saturday. You could set up a special price for anyone coming into your small business and give a customer a free drawing (that you pay for) with a purchase of a certain amount. This is best if this done in one of the windows or right outside the small business to be most effective.

Storyteller- You should set up a weekly afternoon storyteller for perhaps 30-60 minutes. This should be after school and probably easier to do on a slower day. You could have some light refreshments and snacks. This might be slow at first, but with word of mouth, radio advertising, direct mail and road sign this could become a great way to generate extra sales and profits.

Here are some other special events to consider for your Small Business:

Humorous Photos Child, Animal or Baby 

Baby Race 

Cook off Chili or Soup 

Wedding in Small business (Great around Valentine’s) 

Carolers for Christmas & Souvenir Flags for Holidays 

Fingerprints for Children or Bike Safety for Kids 

Celebrate Famous Celebrity’s Birthday or Local Celebrity 

Kids write about Best Mom / Dad, Teacher, Friend or Pet 

Magic Show  

Treasure Chest mail keys to individuals to win prizes 

Have 2 puzzles. One puzzle has missing piece and mail other 

For a chance to win cash / gift certificate. 

  Book Store- Poetry Reading, Local or Self Publish Author Signing 

       Pet Store- Easter Bone Hunt, Yappy Hour or Ice Cream for Dogs 

          Show or Tell about pets, Kids write about why they like pet small business 

          Hardware Store- Seminars for Women, Contests Lawn & Garden 

Special Events are not liked by most owners, but often it will separate your small business from the rest. If your small business gets a good reputation, you will get your customers in more often and people will drive further to visit your small business. Anything you can think of that your customers would be interested in can be potentially a great special event. You can also get input from your employees and selected customers.

You can get free publicity from local radio, TV or newspaper with unusual merchandise or special events. This is a great way to really get people to want to shop your small business regularly. It could be something tying to a holiday or perhaps the radio station has a talk format that you could discuss a particular issue, etc.

 I had several small businesses get into the local paper with events during the sale. They included a talent show, costumes and positive picketing of the small business. Once again, your employees may help you come up with something unusual.