the holidays, they roll racks of poinsettias into the aisles. At his business, owner Dave Jackson says, you’re getting locally grown plants and expert advice in caring for the purchase.
Let them know we’re here
Of course, great customer service and quality products don’t mean much if no one knows your business exists. “The big box stores have very large nationwide advertising campaigns that we can’t compete with,” Gies says, comparing Scrapbooks Etc. to chains like Michaels and Hobby Lobby. Scrapbooks Etc. tries to counteract that by reaching customers through emails and social media. They hold instore events, whether it’s a make-and-take workshop or a community fundraiser. Cook takes a similar approach. She believes personal connections are opportunities for a small business to share their story and, hopefully, cultivate loyalty that can be harder to achieve with the younger generation. Smaller businesses also strive to get past the misconception that they cannot compete with national
“We often carry out packages to customers’ cars and have been known to loan out our own personal craft tools to customers.”
-- Pam Gies, owner of Scrapbooks Etc.
continued on pg. 50
TK...Topeka's Business Magazine
Winter 2012
49