Subtle, effective holiday season prep

Brooke Rouse

Brooke Rouse

Temperatures are dropping, days are getting shorter and before we know it people will be shopping for the holidays. As much as some of us don’t like the early launch of holiday decorations and products, there are some more subtle ways that your business can be prepared to make the most of the season.

Be top of mind

People may start their gift shopping this month or they may wait until the last minute. Now is the time to be sure potential customers know you exist so that when they’re ready or motivated, they think of YOU, not the Internet or the big box store.

Plan to increase your marketing now; don’t wait until the week of Thanksgiving or put it off to December. Be active on social media to feed photos of new products or services (or gift certificates) frequently and at least once a week. You may consider doing sponsored posts to new markets beyond your existing fans so that they will “like your page” and receive your posts over the next couple of months. Informing people of what you have to offer is the first best step.

Get them in the door

Now is the time to schedule an event at your shop. A “do-it yourself” workshop, a tasting of some sort, a ladies night, a book signing, a demonstration — anything you can come up with to get your business on community calendars and in the news. In addition to publicity, you also get people to come to your location, see what you have available and begin a relationship with you and your staff. It is all in the name of fun as well as getting people through the doors and into your shop, browsing and buying.

Entice them

Photos are the best way to share what you have to offer, whether it’s a unique product, a delicious meal or a perfectly detailed car — again, think gift certificates. Now is the time to take high quality photos of your products and services, or invest in a photographer to do an even better job. You will use those photos multiple times over the next few months, in print ads, on social media — Facebook and Instagram — and on your website.

Make shopping easy

Think about the many ways you can get your product to market MORE during the next few months. Perhaps extending your hours or opening an extra day will allow more people to shop after work or in their free time. If you have a website that allows for Internet sales, e-commerce, get your items updated, use those professional photos and make sure your online store is functioning, attractive and easy to use. Link the web address to your email signature and your Facebook page. Did you know you can install a “SHOP” button on your business Facebook page? Promote your online store in your brick and mortar store, too.

Reward your loyal customers

Be proactive about getting your existing customers to shop with you this holiday season. You can create a coupon or postcard to hand to them with their receipt. You can plan a customer appreciation holiday party and pop the VIP invitation into their bag as they check out. Your existing customers provide your best word of mouth advertising and if you continue to treat them well, they will shop with you this holiday season.

If you take these and other simple steps NOW to plan for the holidays, the busy season will be less stressful and more profitable. Good luck and happy holiday planning.


Brooke Rouse is executive director of the St. Lawrence County Chamber of Commerce and Tourism Promotion Agent. She is a business owner, holds a master’s degree in tourism and is a former SUNY Canton Small Business Development Center Advisor. Contact her at brouse@stlawrencecountychamber.org or 386-4000.

August 2016: Commerce Corner

Workplace wellness: It really can be fun

Brooke Rouse

Brooke Rouse

Many of us spend a long day sitting in front of a computer, eating lunch at our desks, and eventually feeling the negative impacts of this routine on our health and wellness. When you think about it, this daily practice is not normal. Even on your biggest “couch potato” day at home, it is unlikely that you will sit in a chair in front of a screen for eight hours straight, unless of course, there is a great series marathon on Netflix. [Read more…]

April 2016: Commerce Corner

Six ways colleges impact local economies

Brooke Rouse

Brooke Rouse

The north country is fortunate to be home to many institutions of higher education. Many businesses in college towns feel the ebbs and flows of a “semester-based business cycle” and periods of particular peaks during move in, move out, graduations, family weekends, reunions and sporting events. The influx of students and their families, as well as a constantly revolving pool of faculty and staff, presents challenges and tremendous opportunity for the local economy. Here are six ways that colleges help to drive the local economy: [Read more…]

March 2016: Commerce Corner

North country women ahead of the curve

Kylie Peck

Kylie Peck

Women have been a part of the working class for decades. Today they represent almost 47 percent of the labor force in the United States, according the U.S. Department of Labor. Historically, women have served as secretaries, administrative assistants and receptionists, as well as nurses and teachers, but there has been a radical change in how women in the workplace are perceived. [Read more…]

December 2015: Commerce Corner

Give the gifts of local this season

Brooke Rouse

Brooke Rouse

Gift-giving is a traditional part of the holiday season for many. Some are overwhelmed by the shopping experience; others plan throughout the year and carefully select each and every item. In many parts of our rural north country, retail is limited and travel to larger areas or online shopping becomes a necessity. [Read more…]

October 2015: Commerce Corner

Growth opportunities and cautions

Brooke Rouse

Brooke Rouse

At some point in the life of your business you will approach the question: Should we expand? Should we grow our business? The many economic development agencies in the region hope you do get to this point, and hope you will seek us out for assistance. If, or when, that question pops up for you, here are a few things to consider in the way you grow and the strategy and approach to how, when, where and what you end up doing. [Read more…]

September 2015: Commerce Corner

Make a successful seasonal transition

Columnist Brooke James

Columnist Brooke Rouse

Fall brings beautiful colors, holiday preparations and harvest season. It also brings shorter, cooler days that signal it is time to prepare for hibernation. In the north country, we know that hibernation, given our long winters, is not a productive option. Business trends and cycles, as well as time and weather-dependent projects, may help direct fall planning for a successful seasonal transition. Being aware and strategic now may lead to your most successful year yet, whether you are a new entrepreneur or a veteran business owner. [Read more…]

August 2015: Commerce Corner

Advance your networking skills

Columnist Brooke James

Columnist Brooke James

In business and in leadership it is so important to develop professional relationships, whether it is with colleagues or customers. One aspect of developing a personal connection is by remembering and recalling a person’s name. How many times have you said or thought, “Wow, he remembered my name,” and been impressed. How many times have you approached someone thinking, “I know this person. Why do I know this person? What is their name?!” And then you are on the spot and must reintroduce, or avoid names all together.

People feel special when you know their name, and if you are trying to develop yourself as a leader and as a company that provides excellent customer service, take note of the following tips.

Name associations

At the time you are introduced to a new person try to pay close attention to their name, not just their face. As soon as possible, try to identify a word using the same letter or sound as their name that will help you remember that person. It may be an identifying word, such as blue-eyed Bill or crazy hat Kathy, or something random that connects to their personality, like fishing Frank. You can add any descriptive word to the name, such as Michigan Sally or Toyota Robin, or think of someone you already know well with the same name: “Cynthia, like my neighbor.” Try to play with these tricks to see what works for you. When you leave the person, try to repeat that name in your head and picture their face.

Write it down

If someone gives you his or her card, find the first opportunity to write the name of where you met them, and topics of conversation or associations that you made with them. For example, “NNY Business 20 Under 40 Luncheon, Watertown” and the date. And then “daughter at Cornell,” “loves to can peaches,” and “follow up on 2015 visitor statistics.” Any little details that will help to remind you of the individual person. This will also help you to remember the person when you look back through your cards and follow up with a personal greeting: “It was great to meet you at the marketing meeting last spring. I hope your daughter is enjoying her senior year at Cornell.” This will make you appear to have a great memory and will actually be helping to build your memory of the person. If you have a customer service management program or a contact book or online database, type in the business card when you return to the office and send a follow-up email, especially if it is a good lead. Immediate connection will help in the long run.

Research and be ready

Before you attend a meeting or a conference, look over the invite list if available. Do some research on the people attending through company websites or social networks like LinkedIn. If you can find out more about them or find a profile photo and have face recognition in advance, you are more likely to remember their name and can focus on meaningful conversation when you meet in person.

The awkward reintroduction

Everyone has the experience of not remembering a name when faced with an already-introduced person. If you know you are bad with names and have not yet perfected the above tips, here are a few ways to turn the situation around.

Bring a “wingman”; in this instance, think of this friend or colleague as the “social butterfly,” “networking” kind of wingman. Prep your partner ahead of time by admitting your weakness and ask that they be forthcoming with their handshake and name when you introduce them to people. This is your chance to hear the name when they respond. When you depart that conversation, be sure to use the person’s name — “Great seeing you again John” — and then practice the above tips to solidify it in your brain for the future.

Alternatively, if you are flying solo, just be brave and reintroduce yourself: “Hi, I’m Brooke from the chamber. We met at a previous meeting. What is your name again?” By reintroducing yourself, they are thankful and will kindly appreciate your reminder.

If you know names are a weakness, the best way to improve your skills is to put yourself in as many practice situations as possible. Networking is really important in today’s world, where word of mouth and personal connections go a long way. One great place to practice is through business associations such as chambers of commerce where networking events are hosted frequently.

Brooke Rouse is executive director of the St. Lawrence County Chamber of Commerce and Tourism Promotion Agent. She is a business owner, holds a master’s degree in tourism and is a former SUNY Canton Small Business Development Center Advisor. Contact her at brouse@stlawrencecountychamber.org or 386-4000.

July 2015: Commerce Corner

Health care summit set for August

Columnist Lynn Pietroski

Columnist Lynn Pietroski

According to the New York State of Health, as of Jan. 31, 2014, slightly fewer than 1.9 million individuals have completed the application process compared with what was reported by the New York State of Health on April 16, 2014, when more than 1.3 million individuals had completed the application process and there 960,762 were enrolled in the Health Care Exchange. In 2015, so far there have been more than 250,000 enrollees. Access to health insurance is becoming easier for individuals. So is this a sign that the state’s exchange is working? [Read more…]

June 2015: Commerce Corner

Be the change, make a difference

Columnist Lynn Pietroski

Columnist Lynn Pietroski

As I reflect upon my career, it seems ever-apparent that leaders commonly face several major changes or transitions in their working lifetime. With each change, a new set of skills, behaviors, attitudes and way of thinking accompany this challenge, but not without reasons. [Read more…]