A graphic of a man and a woman adding gifts to a giant pile of presents that they will be giving back to the community.

The holidays are the perfect time for giving back to the community. While it is fairly easy for individuals to come up with ideas for giving back through charities, brands can sometimes find the opposite.

“Why”, you ask?

Most brands want to give back to something that they genuinely care about while being aligned with their company’s mission.

But why is giving back to the community so important for brands? Consumers love to support brands that make it their mission to give back to the community. Consumer’s perception of your brand can change for the positive if you can make a positive impact in your community.

During Thanksgiving planning, our clients, Food In Motion, reached out to us to let us know that they wanted to give back to their community. Together we were able to determine causes that were close to them and that aligned with their business. ⁠

Food in Motion partnered with Welcoming Arms, a non-profit organization that gives back to low-income families in Aurora, Ontario. ⁠

For every 10 Thanksgiving Meal Packages sold, Food In Motion donated 1 Thanksgiving dinner to a family of 4. ⁠

By advertising their holiday special and their partnership with Welcoming Arms, Food In Motion was able to surpass their sales goals. All while being able to donate 16 hot Thanksgiving dinners to families in need in Aurora. ⁠

A great place to start when trying to figure out what to donate would be asking your team for their input. See if there are any potential causes that they are passionate about for giving back to the community.

Here’s a list of potential ideas that you, as a brand can adopt for a little holiday give-back this season.

Reach Out To Another Brand With a Similar Mission

Head to social media to find out what other brands share missions similar to yours. Partner up with them to create exciting ideas for giving back to the community. This can also you to grow your network while doing something great for causes you feel avidly about.

Gifts That Give Back

Another great initiative for a holiday give-back would be to purchase client gifts from brands that also support a cause. Bonus points if they are local!

Not only will you be supporting another company but you will also be playing an active part in helping them achieve their ‘giving back’ mission.

Donating Your Services Or Products

Yes, you can also give away free products or services to those in need. Ask yourself if there are families/businesses in the community who were impacted by the pandemic that can benefit from your product or service. Work with your team to see what you can do to help support them, without spreading yourself too thin (especially if you are donating a service).

There are many ways to give back to the community this holiday season So, if you are unsure about how you can do an authentic holiday give-back, contact us today to set up a call where we can go over causes that are important to both you and your brand while helping you figure out a give-back plan that is sustainable for your business.

e-commerce online holiday shopping and your business rosewood va deanna simone york region

With Black Friday and Cyber Monday behind us, let’s take a tally. How many people shopped online? And how many people went into a physical store?  If you’re like me, I did both, although the majority of those days were spent online shopping.

There is a Fine Line Between Informative and Annoying

My inbox was LIT. Full of emails boasting 40% off, 50% off, 80% off, etc. And you know what? These emails worked! There were two companies I purchased from on Cyber Monday, simply because their promotions notices went straight to my inbox. And the deals were just too good to pass up.

That being said, there were a few companies who overdid it. Some companies that I regularly purchase products from sent me no less than 15 emails on Cyber Monday, and about 30 emails in total from Black Friday through the weekend. This was absurd, and very annoying. It left a bad taste in my mouth about the company and their products.

Authentic Marketing All Year Round

Rosewood is a proponent of Authentic Marketing. If you are providing a service of value, people will purchase it even at full price. Your product/service should speak for itself. If you decide to run a promotion, make sure people know about it, but do it in a respectful way. Think about your own habits as a consumer.

Taking Advantage of Automated Tools:

Abandoned Cart

We’ve all been there: shopping on a website, adding items to your cart, and then leaving before you finish the checkout. Most companies have enabled some sort of an “Abandoned Cart” tool. If the person is logged in or has input their email address before abandoning the cart, the store will email them, notifying them of the items in their cart. Sometimes they’ll even offer an incentive discount. This can be a great strategy, since you already know they are a qualified lead, and perhaps just need a little push (ex. free shipping) to close the deal.

Sales Countdowns

This tool comes in and out of fashion. It offers a countdown sale unique to every visitor. It is incredibly smart, and tracks the IP address of the visitor so it knows how long is left in their specific sale period.  You can also set up automations that will offer incentives if they’re closing in on the end of their sale period. There are many possibilities!

The holidays are competitive for online sales. If you have an online store, what tools are you taking advantage of this holiday season? We would love to hear from you in the comments below.

If you’d like to discuss your website needs with us feel free to contact me. You can follow us on FacebookTwitter, and LinkedIn. And don’t forget to sign up for our monthly newsletter as well for more education and inspiration!


Should Your Business Run a Boxing Day Promotion?

Black Friday and Cyber Monday recently passed and Boxing Day is coming up.  Did you buy something on Black Friday?  If so, what was it that lead you to make a purchase?  Perhaps you had signed up to a newsletter list and received their special offer right to your inbox. Perhaps you were waiting for a sale on a specific product, and did a Google search to find the best sale.

Should Your Small Business Run a Boxing Day Promotion?

I will admit that I made two purchases, one on Black Friday and one on Cyber Monday. On Black Friday I purchased a pair of much needed winter boots.  How did I find the best deal? I subscribed to several store websites earlier that week, then I received all the deals directly via email. Then on Cyber Monday, I monitored deals from one of my favourite websites www.well.ca and www.indigo.ca and made purchases for Christmas presents for my family (I can’t mention them here, because they’ll read this!).

Whatever method you used, as a business owner, it’s important to reflect upon your own consumer habits.  Can your habits be translated to your business?

What Type of Products/Services Sell Best on Black Friday/Cyber Monday/Boxing Day

After reviewing a list of the best Black Friday deals of Amazon.com, the top items all seem to come in under $100, or at least with multiple options of pricing, with the lowest being under $100.  Take for example the Instant Pot.  This has been and continues to be one of the best sellers on Amazon.  They have options of:

  • Under $70
  • Under $100
  • Under $150
  • Over $200

I feel that items under $100 make for perfect gifts, while over $100 would be someone buying for themselves that has done their research about the features they need.

If your products are over $200 or the pride of your business is amazing customer service rather than low prices, you may need a different marketing plan…

Promoting and UnFriday / UnCyber / UnBoxing Day Sale

I work with businesses in a variety of industries and I do not believe in a one-size-fits-all solution. One client sells stand up paddle boards and accessories. His products range from $500-$4000 and his audience is narrow in that they have to be interested in water sports, or looking to upgrade to a better board. For him, we tried a few Black Friday promotions, but ultimately weren’t getting any calls. He prides his business on exceptional knowledge and customer service. We felt that this sale day just didn’t fit with the vision of his business.

So we posted an UnFriday / UnCyber promotion to social media.  Connecting with followers and sending the message that Maui North isn’t about pushing tons of products at cheap prices, but about building a relationship with its customers. The process of picking the perfect board is hard to do by yourself.  But when you contact Maui North they’ll take care of you personally to find the best one for you. We encouraged them to unplug, and enjoy family time.  While letting them know that we’d still love to help them when they are looking.

Our strategy did a complete 180, and we actually found better results by being honest to the brand and vision.  Just because they didn’t’ make a sale on that day, we may have made a connection so that when that person is looking for SUP, they trust us enough to call us.

Be True to Yourself

I find myself always repeating that message, be true to yourself as an entrepreneur in business and great things can happen!  I finally listened to my own advice and did a complete rebrand of Rosewood VA. The new branding better reflects my personality, and I think it looks great!

Don’t forget to join the conversation online on Facebook, Twitter, and LinkedIn. And sign up for our monthly news for even more tips.

Until next time,