I spent all day Friday and Saturday at a Holiday Mart hosted by A Unique Boutique. I had more sales this weekend than at any other event in the history of Great Cakes Soapworks! Let me tell you, it wasn’t because there was a ton of traffic coming through, because there wasn’t. The majority of my sales came from my returning customers.

Two days before the event, the location of the Holiday Mart changed. (Something about not having working restrooms at the other facility.) I sent out an email to my customers letting them know where we were moving. I also let them know that my prices were going to be at an all-time low. Then I posted about it on Facebook, just for good measure. And they came! And they shopped! And they were happy to see me because they needed Christmas gifts!

I can tell you why there wasn’t much traffic coming through: poor advertising. It was all focused on the signs posted around the shopping area. And we were in a heavy traffic area – close to Target, several restaurants, the huge AMC Theater, and next door to a large Christian book store. However, the signs said things like “HUGE SALE” “Merchandise Mart” “SALE”. If I was out shopping, I probably I would not have stopped.

So let me just tell you – if you have a business, you better have an email list. The girl next to me selling candles was NOT having a very good weekend. And the girl on the other side of her selling jewelry wasn’t either. They both had excellent handmade products, but they both packed up early and left before it was done. Neither one had any way to communicate with their customers – but I assure you the candle girl will be starting her list soon!

Do you have a business? How do you communicate with your customers?