Roswell Daily Record
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Friday, December 17, 2021
Main Street On the Mend
How to help Main Street rebound from the pandemic
Partnering Pointers Unique ways local businesses can work together
Lending a Hand 4 unique ways to help small businesses grow December 2021 A Special Supplement to the
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Holiday performances bring cheer, learning opportunities for students
By Juno Ogle Roswell Daily Record
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he students at Washington Avenue Elementary School sat on the gym floor, tapping their feet, clapping their hands and even air drumming along with Christmas tunes on Dec. 8 as the Goddard High School jazz band played for them. The scene would be repeated Friday at several other Roswell elementary schools, but the concerts have a purpose beyond just bringing some holiday cheer to the younger students, GHS music instructor Kevin Everitt said. “Obviously we want to entertain the kids, but the other thing we want to do is we want to start early exposure to the idea that there is music in high school they can start looking forward to,” he said. The 18-piece band includes brass instruments and a rhythm section. The students played three holiday jazz tunes for the Washington students in two performances, first for the kindergarten through second graders and then the
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third and fourth graders. “The third- and fourth-graders, they’re going to start picking electives in middle school and we’re hoping this will encourage some of them to consider trying band or choir or orchestra,” he said. It’s also an opportunity for the high school students to learn, he said. “This is a good learning experience for them to get used to doing things like multiple shows, packing and moving equipment, adapting to different venues,” he said. For example, their performances that week included an outdoor show for Del Norte Elementary School. “These are real-world field skills for musicians. Every multi-purpose venue is a little different, the principals are going to want to handle things differently. Learning how to adapt to that and adjust, that’s a good opportunity for them,” Everitt said. Juno Ogle can be reached at 575-6227710, ext. 202, or at reporter04@rdrnews. com
Juno Ogle Photo The Goddard High School jazz band performs Christmas music Wednesday, Dec. 8, for students at Washington Avenue Elementary School. Performances like this one not only entertain the students but introduce them to the idea they can play music in high school, GHS music instructor Kevin Everitt said.
Crunch time: Shop local, and keep charities in mind
Roswell Daily Record
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ime’s running out. Now, there’s an awful thought. Hearing that statement out of context, one could assume all sorts of ominous things, some of them downright frightening. It certainly doesn’t sound Christmas-y in the way most of us think of Christmas. But here we are. And within the proper context — right now: the last week or so before Christmas, the real stretch run — that phrase, “Time’s running out,” is as much a part of the holidays as “Tis the season,” “Deck the halls” and “The most wonderful time of the year.” Ho, ho, ho. This time of year, many of us begin to feel the pressure. If the details of that holiday get-together have yet to be finalized, time’s running out. By the same token, if you have holiday shopping left undone, well ... time’s really running out. We can’t help with your family get-
together, but the Daily Record has compiled this Last-Minute Gift Guide to help with your down-to-the-wire shopping. It focuses on what our local Roswell merchants have to offer. No surprise there. As we wrote last month, when there was a little more time left on the clock: “The holidays are among the most important times of year for many (local businesses), and their success can have a trickle-down effect throughout the community year-round. ... “It’s the local business, not the online mega-retailer, that will sponsor a community’s youth sports teams, participate in a toy drive or a canned food drive, perhaps even help build a ramp so an elderly or disabled person can access their home more easily. “Local businesses and their employees contribute to their communities in ways both large and small. It’s their community, after all — not just some ZIP code from which purchases are being made. “Big picture — a stronger, more vibrant community, jobs — the support we give
local businesses comes back to all of us, making the place we call home a better place to live.” Local merchants are also, well, local: right around the corner — so no need to factor in shipping times, and possible delays. If you want a gift delivered right, take a cue from Santa: deliver it yourself. The last-minute aspect can sap some of the enjoyment from the process if you let it. But don’t let it. Take a friend. Make a day of it. Out shopping in Roswell, you’ll see people you know — including those manning the counters of local retailers. Shopping local supports the local economy, which benefits us all. On a personal level, you’re supporting friends, neighbors, perhaps even family. Money spent locally helps secure and create local jobs. Armed with this guide, a little hard work, maybe some ingenuity, we think readers will have all they need to check the final names off their shopping lists — with a sense that they’ve helped support the community along the way. And on that note, once you’ve taken care of you and yours, think of people whose concerns this time of year are more pressing. This time of year, the giving season, is important for charities. Just as time is running out on the shopping season, the giving season is nearing an end as well. Giving of any kind feels good. That’s why we do it. But spending locally — with local merchants who help keep our economy humming, or local charities that help the needy in our town — has an added benefit. Sure, every holiday season, the clock does eventually tick down to zero. But when we focus on local spending, giving, we can see the benefits in the world around us every day, year-round. Time never runs out on that.
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Nonprofit gift shops feature some unique items into the educational, biology and maintenance” functions of the refuge “to support our mission.” Popular items include nature T-shirts and hats, backpacks, magnets, educational books and road signs. Books Again
Lisa Dunlap Photo Elaine Howe, a volunteer with the Miniatures & Curious Collections Museum on North Richardson Avenue, adjusts an ornament on a tree in the museum’s gift shop. The museum is holding its third anniversary open house on Dec. 18.
By Lisa Dunlap Roswell Daily Record ome gifts can double the good by allowing purchasers to present something unique to their loved ones and friends while supporting a local nonprofit organization as well. Here are some suggestions of places to shop in Roswell if you want the money to support a nonprofit’s mission.
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Anderson Museum of Contemporary Art The museum at 409 W. College Blvd has a gift shop inside open 9 a.m. to 4 p.m. weekdays and 1 p.m. to 5 p.m. on weekends. It carries original work by the people in the Roswell Artists-in-Residence program, typically smaller pieces, said local artist and museum employee Miranda Howe.
Items include small paintings, handmade pottery, notecards, photography and books. Some items are also available online at rair.org. Howe said the proceeds “get split between the artist and the residency foundation.” Bitter Lake National Wildlife Refuge Many people enjoy the natural landscapes and the wildlife at the refuge northeast of the city limits on East Pine Lodge Road. The refuge gift shop that sells many items related to dragonflies, birds and a range of flora and fauna is open Thursdays to Saturdays from 9 a.m. to 4 p.m. It is closed for federal holidays and on Dec. 24 and Dec. 31. Steve Alvarez, outdoor recreation planner and volunteer coordinator, said the profits “go back
The local bookstore at 308 N. Richardson Ave. is a self-supporting store run by the Friends of the Roswell Public Library. People can find items for all ages, including donated and used books, DVDs of various types, music CDs and gift certificates. Christmas-related items also are for sale. The store is open Tuesdays to Saturdays, 10 am. to 4 p.m., with a $5 bag sale running until Dec 18. The bookstore closes after that date until January. Historical Society for Southeast New Mexico Quite a few gift items are available from the Historical Society, says Executive Director Amy McVay Tellez. They include prints of Peter Hurd art work; books about state, regional and local history; and gift certificates. Some items can be found on the group’s website, roswellnmhistory.org. Tellez said that she and her volunteers will go the extra step to make the gift special, including getting books autographed by the author if possible. “We’ll gift wrap, we’ll deliver and we’ll ship,” she said. The organization has many other ways people can support it, she added, including renting the Archives Center, which will have its Christmas
decorations until the start of the new year. International UFO Museum and Research Center Although a major visitor attraction for the area, the museum at 114 N. Main St. operates as a nonprofit and has a gift shop inside its lobby, open every day, 9 a.m. to 5 p.m. It will close at noon on Dec. 24 and remain closed all day Dec. 25. The shop has a wide range of UFO and extraterrestrial-related items from apparel and accessories, magnets, posters, books, beverage holders and mugs, pens, keychains and games. It also has various designs of alien-themed holiday ornaments. Some items are available online at roswellufomuseum.org. MainStreet Roswell The nonprofit group that works with the city and other local organizations to preserve historic downtown buildings and promote downtown businesses is selling two versions of an ornament depicting the Chaves County Courthouse, a designated state and national historic site. Visit the group’s website, mainstreetroswell.org, or Facebook page for more information. Miniatures and Curious Collections Museum One of the newer museums in Roswell at 320 N. Richardson Ave. features miniature dollhouses, pueblos, villages and other scenes, as well as rotating collections of items focusing on a common theme, such as robots, for-
Lisa Dunlap Photo The gift shop at the Bitter Lake Wildlife Refuge includes many different items besides T-shirts and hats, such as books, magnets, signs, kids’ items and artwork.
eign currencies or Santa ceramics. Its gift shop is open Thursdays, Fridays and Saturdays, including Dec. 17 and Dec. 18, from 10 a.m. to 4 p.m. An open house on Dec. 18 will celebrate the museum’s third anniversary and will include gift shop specials. “The gift shop has wonderful stocking stuffers, original types of art, and wonderful games and toys that you can’t find anywhere else,” said artist Miranda Howe. In addition, some nonprofits, such as the Walker Aviation Museum Foundation, have arrangements with online retailers that
allow them to receive a percentage of proceeds from items purchased on their sites. Other options include the thrift stores operated by nonprofits to support their organizations. The Salvation Army, Goodwill, the Assurance Home, the Roswell Homeless Coalition, the Roswell Refuge, the Assistance League and the Roswell Humane Society all run stores in the local area. Lisa Dunlap can be reached at 575-622-7710, ext. 351, or at reporter02@ rdrnews.com.
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Local organization seeking donations to continue work By Juno Ogle Roswell Daily Record nyone in Roswell looking for lastminute charitable giving this Christmas need not look any further than their own community. Local nonprofit organization Roswell Community Disaster Relief Services is running two fundraising drives through Christmas Eve, one to help seniors in the community and the second a raffle to help keep one of the organization’s vehicles in service. Donations for each can be made by visiting the organization’s space at the Roswell Mall, where the Senior Giving Tree and prizes for the raffle can be seen. The space is open generally from noon to 7 p.m. every day except Sunday, director Enrique Moreno said. Those wanting to donate can call or text 575-208-4055 to make sure the space is open or for more information about donations.
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Every Tuesday, Moreno and his volunteers deliver perishable and fresh foods to to homebound and lowincome senior citizens in Roswell. They are taking donations of gift cards from local grocery stores or monetary donations to purchase food. Each donor will have an ornament with their name and donation amount on the Senior Giving Tree. The service started in the early days of the COVID-19 pandemic and the toilet paper shortage that resulted, Moreno said. Many seniors, because they were homebound due to health reasons or lack of transportation, found themselves running out of the precious commodity. “We started scouting and collecting toilet paper, and we figured if we can take them toilet paper we can take them face masks and other stuff and it just started from there. And it’s still going on now
because COVID still hasn’t gone away,” he said. Many of the seniors the organization serves are immunocompromised and don’t want to risk going out to shop yet, he said. “We’re the ones that go out and get them groceries. We’re good at providing perishable stuff, the canned food stuff, but we also need to be able to give them other food staples like milk, eggs, bread, fruits, vegetables, meat products,” he said. Moreno said he spends about $25 to $30 per week per person and shops for fresh food each week. The Senior Giving Tree fundraiser will fund the service for next year. But in its first week-and-ahalf, only $30 had been donated, Moreno said. “So between now and Christmas, if that’s all we get, that means we have a $30 budget next year, so we’re really in big need of help with the tree,” he said.
The raffle, with three prizes, will help provide funds to either repair or replace the organization’s pickup truck, which is used to provide service in inclement weather such as snowstorms or floods. A mechanic is evaluating the truck to determine if it would be more cost-effective to replace parts or replace the vehicle, Moreno said. First prize in the raffle is a living room set consisting of a sectional couch, coffee table and two end tables. The sofa was donated by National Furniture Liquidators. Second prize is a lounger set with lounge recliner, entertainment stand and 32-inch smart TV. It was donated by The Essential 1s, a phlebotomy and CPR certification organization. Third prize is a camping set with tent, two lounge chairs and sleeping bags, table and grill set. That was donated by Lizzy Owen and Home Depot.
The raffle tickets are available for a $20 donation and will be sold until just before the drawing at noon on Dec. 24. Moreno said the drawing will be livestreamed on the Roswell Community
Disaster Relief Facebook page. Juno Ogle can be reached at 575-622-7710, ext. 202, or at reporter04@ rdrnews.com
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Did you know?
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Unique reasons to shop at small businesses
employees afloat. Small businesses are the largest employers in the United States. That’s also true in Canada, where 68.8 percent of the total labor force works for a small business. A person may never know when he or she — or a relative — will need a job. Keeping small businesses viable provides a strong job market for locals. Keep more money in the community The Small Business Administration says $48 out of every $100 spent at a small business stays in the community. Spend the same $100 at a national retailer and only $14 stays.
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he numbers don’t lie. Locally owned businesses may be classified as “small,” but they have a big impact on the national economy. According to the Bureau of Labor Statistics’ Business Employment Dynamics report, small businesses created 10.5 million net new jobs between 2000 and 2019, accounting for 65.1 percent of net new jobs created since 2000 in the United States. The Government of Canada reports that the number of small businesses in Canada in 2020 was far greater than the number of medium and large businesses, accounting for 97.9 percent of all the businesses in the country. Supporting locally owned businesses is a great way to support a neighbor, but that’s not the only attraction. Here are several reasons to shop small. The feel-good factor
Doing for others certainly has an impact on the person on the receiving end, but also benefits the do-gooders. A November 2020 survey by Union Bank found that 72 percent of Americans said supporting small businesses was more important than getting the best deals. That may be due to the feeling of helping out a fellow neighbor. Create job opportunities Shopping at small businesses keeps those establishments afloat, and it also keeps their
How small businesses can make the most of local markets
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nnual holiday bazaars are a tradition in many communities, and the success of such events has led many towns to schedule similar events throughout the year. Community festivals and weekend marketplaces can be great opportunities for small businesses to connect with locals
and generate revenue. Such events can be even more lucrative for small businesses that plan ahead. • Do your research. Chances are business owners can find a number of festival or marketplace opportunities in or around their communities each month. Some of these festivals may be large scale events like annual Christmas bazaars, while others might be more toned down affairs that
Enjoy a more local flavor National retailers and other businesses follow a global business model that may not allow for much customization, but small businesses can provide products or services that relate directly to the needs of the communities they serve. These same small businesses also may be more inclined to work with local vendors and start-ups than national companies that have global supply chains. These are just a few of the many reasons to seek out small businesses when in need of products or services.
occur each week. Business owners can research local festivals, paying particular attention to how communities market the events and which businesses attend them. Community turnout is another significant factor to consider. Such research can help business owners determine which festivals best suit their businesses and what they’re hoping to accomplish. • Make things easy for customers. Cash was once king at community festivals and marketplaces, but the convenience of plastic and even touchless payments has long since replaced hard currency as consumers’ preferred method of payment. In fact, a recent study from Visa found that contactless payment usage in the United States grew by 150 percent between March 2019 and March 2020. Card readers are inexpensive and easy to use. Businesses can still accept cash payments, as accepting both cash and card increases the chances of making more money. • Brand, brand, brand. The National Federation of Independent Businesses recommends that small businesses make everything in their festival or marketplace space about their brands. Storage containers, banners, price tags, and the clothing personnel wear should reflect the brand. • Don’t overdo it. A cluttered stall at a festival or marketplace may make it difficult for consumers to browse or find what
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upporting small businesses ensures more money stays in the communities those businesses serve. The U.S. Small Business Administration says $48 out of every $100 spent at a small business stays in the community. On the flip side, when a person spends $100 at a big-box store or a national chain, only $14 remains in the community. Local businesses are more likely to utilize other local businesses, such as banks, service providers and even farms. Small businesses also pay employees, many of whom are local and shop local, thereby keeping even more dollars in their communities.
$48 out of every $100 spent at a small business stays in the community
they’re looking for. NFIB advises business owners to fill the space without it making it appear cluttered. Keep extra inventory on hand to restock displays as sales are made throughout the day. • Balance engagement with patience. NFIB recommends that business owners tone down their sales efforts without coming off as disengaged. Warmly welcome visitors to the booth or stall and express a willingness to discuss products customers appear interested in. But keep in mind that many people attend festivals and marketplaces to browse, so give them space after welcoming them to the booth. Weekend festivals and marketplaces can be fun and lucrative ways for small business owners to connect with their communities.
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How to help Main Street rebound from the pandemic How businesses can persevere in the face of adversity
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ain Street is the heart of many small communities. Small businesses have long been the drivers of both local and national economies. The impact small businesses have on their communities may have been lost during the pandemic, when so many establishments were forced to close. The good news is that many small business owners were hopeful that the effects of COVID-19 would soon be a thing of the past. Data from Bank of America, Data for Good and JPMorgan Chase indicates that 59 percent of entrepreneurs expect the impact of COVID-19 to affect their bottom line for two years or less. That’s encouraging, but in the meantime community leaders can take various steps to promote everything Main Street has to offer. • Create an inviting downtown atmosphere. Main Street America is a grassroots network of small towns, mid-sized communities and urban commercial districts that work together to make downtown areas the heart of local communities. Ed McMahon, the chair of the National Main Street Center Board of Directors, notes that a healthy downtown area is vital to having a healthy town. Towns that want to revitalize their downtowns should aspire to create an inviting, inclusive atmosphere that celebrates the character of the town, including its history. Main Street America® notes that people-centered, accessible public spaces can restore and revitalize downtowns, making them places locals and even non-locals want to visit. • Make it a partnership. Business owners in community centers and downtown
areas have a vested interest in revitalizing Main Street, but they can’t go it alone. Local government officials, chambers of commerce, private sector businesses, and civic organizations all have roles to play in making Main Street a place where people want to spend their time and money. Local leaders should make a concerted effort to hear every voice as they try to revitalize Main Street. • Emphasize safety. COVID-19 changed how many people shop and dine, and those changes must be considered as Main Street is rebuilt. The Mayo Clinic notes that outdoor fresh air is constantly moving and dispersing the type of respiratory droplets that contain the COVID-19 virus. Because that air is constantly on the move, individuals are much less likely to get COVID-19 when spending time outdoors compared to indoors. Communities may be ready to get back to normal life, but it’s important to do so safely. Many small towns closed Main Street and downtown areas to automobiles during peak shopping and dining hours, such as weekend evenings and afternoons, so local businesses could bring their offerings outside. Communities can keep such rules in place after the pandemic, as more outdoor seating at restaurants and less crowded walking areas proved wildly popular among consumers. In addition, communities must make a concerted effort to create and maintain a Main Street where residents and shoppers feel safe at all times of the day and night. Communities can work together to ensure Main Street thrives as the world slowly emerges from the pandemic.
illions of individuals envision being their own boss and gaining financial independence, and those are just two reasons why starting a business can be an exciting prospect. Novice entrepreneurs are likely familiar with just how difficult it can be to get going and sustain a business for years. The United States Department of Labor Statistics says 20 percent of small businesses fail within the first year. By the end of five years, nearly 50 percent have closed their doors. This information shouldn’t make aspiring entrepreneurs run for the hills, but it can serve as motivation to avoid common mistakes and learn from others. Every new business venture is met with obstacles along the way. Recognizing potential challenges and learning how to sidestep them is an important part of growing a successful business. Make a business plan A business plan is crucial and will begin with your vision and what you want to achieve. The business guidance site The Balance: Small Business suggests including the following in your business plan: a mission statement; list of the products or services that will be offered; the niche a business intends to establish itself in; marketing strategies; which problems a business will solve in its industry; and how business owners plan to position themselves against competitors. An effective business plan can serve as a guide that business owners can use to get started and then return to as their business grows and evolves. Choose the right people The business solutions compa-
ny Don’t Do Business Without It says choosing the right employees or cofounders is very important. It may be tempting to hire a friend or family member because you want to do them a favor. You may even have had a successful working relationship in the past. But it’s best to base hiring decisions on applicants’ competence and skills. Integrity also is a good trait to look for in an employee. Strategies for retention also should be a priority. Pew Research says roughly 40 percent of millennials will change jobs in a year’s time. Figure out how to make your business so attractive that employees will want to become longterm fixtures. Ask for help or consider mentors All business owners experience problems from time to time, but the obstacles a business faces have no doubt challenged others in the past. Business owners should not feel as though they need to go it alone to prove their mettle. Business owners can reach out to a mentor or someone in their professional network when faced with a new and challenging obstacle. A study by UPS showed that 70 percent of business owners who received mentoring survived for five years or more. That’s nearly double the rate of those who didn’t seek assistance. Asking for help with problems can also free up energy for other components of the business, which allows owners to play to their strengths. Any business will face obstacles and adversity, but with the right mindset and people, any obstacle can be overcome.
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unique ways to help small businesses grow
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he role small businesses play in thriving local communities cannot be overstated. Vibrant downtown areas that feature independently owned shopping, dining and entertainment options help distinguish communities from surrounding towns and generate tax revenue that is ultimately funneled back into the community. Many small business owners are active members in their communities, which made it even more heartbreaking to see so many locally owned establishments struggle during the COVID-19 pandemic. Even as the world gradually began to emerge from the pandemic, more than half of small business owners expected their struggles to continue. In late 2020, the Small Business Pulse Survey from the U.S. Census Bureau found that 53 percent of small business owners expected it would be at least six months before they could return to pre-COVID operations. That survey was conducted months before the Delta variant of the virus began to spread. When the Delta variant began to spread, three effective COVID-19 vaccines had already become widely available, but scientists warned that Delta could be one of the most transmissible respiratory viruses in the world. That prompted many consumers, even those who were fully vaccinated, to wonder if it was still safe to spend time
in public. Such fears once again put small businesses in the financial crosshairs. Only time will tell if the Delta variant puts more small businesses in jeopardy. In the meantime, local residents and professionals can make a concerted effort to shop local. In addition to offering their financial support to the small businesses that make their communities special, residents can embrace four unique strategies to help locally owned establishments stay afloat.
1. Offer pro bono professional expertise. Successful professionals can help small business owners by offering their services free of charge. Financial planners can pitch in and help secure small business loans, while attorneys can provide pro bono legal advice.
2. Help small businesses strengthen their digital presence. Individuals with web design and e-commerce experience can help small businesses revamp their websites and improve their online shopping offerings. This can be a vital way for small business owners to attract new business and generate revenue should consumers express concerns about in person shopping in the months ahead.
encourage their support, and share news about proposals with fellow voters when given the chance.
3. Support legislation that benefits small businesses. Many small businesses would not have survived the pandemic without government assistance programs like the Small Business Administration’s Paycheck Protection Program. Voters should carefully consider programs and proposals before voicing any support, but they should not hesitate to promote programs they believe in that are designed to help local businesses. Write to local elected officials to
4. Spread the word. Take to social media to spread the word about a local business. Share stories about positive interactions with a given business and use social media platforms to share news about sales or special events they’re hosting. There’s much individuals can do to support small businesses as they continue to recover from and confront the COVID-19 pandemic.
How to identify what customers want tomers helps you to fine tune that advantage even further.
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enerating repeat customers should be the goal of any small business. Various studies have found that consumers spend more the longer their relationship with a business lasts, which only underscores how vital repeat customers can be to the long-term success of a business. One component of keeping custom-
ers happy and returning time and again involves understanding what patrons are seeking from a business. Addressing customer needs early on generally involves solving a current problem or thinking about what customers may need in the future — perhaps even before they recognize it themselves. The following are some of the factors customers look for in the products and services they choose.
Assess customers’ lifestyles Rather than focusing on a product or service, look at the people who will be relying on it and plan with that in mind. For example, if you have a store that stocks housewares and other furnishings, and find that your client base is largely apartment dwellers or those who reside in small houses, you’ll need to offer items that do not take up too much interior space. Identifying these factors can ensure you always have something useful to offer your customers.
Good price Price is one of the biggest factors in choosing one business over another. Customers frequently compare prices between different sellers. Prisync, which offers competitor price tracking and monitoring software, indicates 90 percent of consumers invest their time to hunt the best online deals, and 86 percent of consumers say it’s important to compare prices from different sellers. Business owners can get ahead of bargain hunters by figuring out how to make their prices more attractive than their competitors’. While you may not be able to offer the lowest unit price, you may be able to bundle items and services or offer some other perk, such as free delivery, which makes your overall product value better.
Reliability No matter what item or service is offered, most customers want products to last and be dependable, states Power Reviews, a consumer opinion company. If you’re an electrician, show up for the estimate on time and complete the job as promised. A store owner should choose a product line that endures by carefully vetting vendors to ensure only the highest quality products are being sold in their stores. Learning what customers want involves asking the right questions and getting to know a customer base more deeply.
Ask customers questions Figuring out what customers want may come down to asking them. Reach out to customers to learn about why they visited your establishment. Getting a clearer picture of what makes you stand out to cus-
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Unique ways local businesses can work together
Friday, December 17, 2021
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The impact reviews have on businesses
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he effects of a thriving small business sector are undeniable. Though the COVID-19 pandemic challenged the small business sector in various ways, one study from the U.S. Small Business Administration conducted prior to the pandemic found that small businesses account for 44 percent of economic activity in the United States. A post-pandemic return to normal could help small businesses regain that influence, especially if such establishments work together. A recent study from Red Egg Marketing found that 82 percent of consumers indicate they would spend more to support small businesses after the pandemic. That support should go a long way toward aiding the recovery of small, locally owned businesses. But such establishments can do themselves a favor by finding ways to work together. Such collaborations can be a great way for local companies to connect with new customers while also supporting fellow small businesses. The following are a handful of ways local businesses can work together as they recover from the economic effects of the pandemic. • Consider cross-promotional events. Cross-promotion is a marketing endeavor in which two or more businesses work together to promote a service or product. For example, a local brewery may partner with a local restaurant to showcase a new beer release and a special menu item that pairs well with that particular beer. These types of promotions shed light on what each business can
offer, and many consumers would be happy to learn they’re supporting at least two local businesses at the same time. • Change suppliers. Many partnership opportunities can be effective even if they’re less public in nature. Global supply chains were in flux during the pandemic and have yet to return to normal. That makes now a great time for local businesses to reconsider their suppliers. When doing so, look into local suppliers and let it be known that your products are locally sourced. For example, local restaurant owners can highlight the fact that their foods are sourced from local farms and manufacturers. That may impress foodies with a fondness for freshness, and also should reassure customers who want to keep as many of their dollars in the local community as possible. • Form a local business network. When one business on Main Street is thriving, others tend to follow suit. That’s especially true when businesses network in the hopes of creating a bustling local shopping district. Local business owners can organize a network via social media or in person communication. Encourage business owners to share what worked, and didn’t work, as they built their businesses. Local networks also can be a great forum to plan and pitch community-based events like festivals, holiday bazaars and other functions designed to bring more consumers to Main Street. Rebuilding after the pandemic poses some unique challenges to small business owners. Working together can be an effective way to overcome those challenges.
nline reviews have long been a mixed bag for small businesses. Though positive reviews can help businesses stand out from their competitors, negative reviews can be as harmful as positive reviews are helpful. That’s true even when negative reviews do not reflect the average customer’s experience. Search Engine Land, which covers digital advertising technology, reports 88 percent of consumers trust online reviews as much as personal recommendations. Unfortunately for businesses, Inc. magazine and entrepreneur Andrew Thomas found that a customer who has a negative business experience is highly likely to share that experience by leaving a bad review. On the other hand, someone who has had a positive experience is unlikely to leave a good review. Roughly 10 percent of happy customers say they were pleased by a product or service. Furthermore, Thomas indicates it takes roughly 40 positive customer experiences to undo the damage from a single negative review. Customer happiness should be the goal of businesses, with the added benefit of helping to generate more positive reviews and word-of-mouth recommendations. While that is happening, customers can think twice about online reviews. • Speak to product quality especially when you have a very good experience with an item. Many retailers request feedback via email shortly after consumers have made a purchase. Take advantage of this opportunity to offer positive feedback. • Companies gather personal information from customers so they can follow up in many cases. Great customer service helps prevent bad
88%
of consumers trust online review as much as personal recommendations reviews and defines companies’ brands. If you are asked for a phone number or email address, provide it. Doing so helps companies improve their products or services. • Happy customers can reach out to friends and family members to share their experiences with certain companies. Posting your own review on social media also can drum up business for a company you respect. • Customers should weigh their words heavily and think before posting a review. The marketing and consulting resource The Chat Shop says 31 percent of customers are interested in grocery store reviews, 60 percent are likely to read restaurant reviews and 70 percent rely on technology product reviews. Make an effort to discuss issues with a company before leaving a negative review. You may be pleasantly surprised with the outcome. There’s no need to hesitate when leaving positive reviews. Simply explain why you were pleased. Reviews can make or break a company. Both business owners and customers have a role to play in making online reviews a valuable way to learn about a company.
Questions to ask when soliciting customer feedback
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he value of customer feedback is significant. According to Dimension Data’s 2017 Global Consumer Experience Benchmarking Report, 81 percent of organizations credit improving the customer experience with differentiating them from their competitors. In addition, 84 percent of firms reported a growth in revenue after implementing strategies to improve the customer experience. In order to improve the customer experience, busi-
ness owners must first recognize what their customers want. Soliciting feedback from patrons can help business owners identify what their customers want. Thanks to email, social media and online services like Google Reviews, it’s now easier than ever for businesses to solicit and identify customer needs. In addition to asking patrons to review their experiences online, business owners can ask the following questions to improve experiences for their customers. These questions are straight-
• How did you hear about us? • Did we meet your expectations? • Was the staff helpful? • How could staff be more helpful? • What was the most enjoyable part of your experience with our business? • What do you most enjoy about our products or services? • Did you shop online or in store or both? • How can we improve your in store or online shopping experience? • Are you likely to recommend us to friends and family? • What would you change about your experience?
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forward and can be answered in a matter of minutes, but honest feedback from customers can be incredibly valuable to business owners. Feedback also can be valuable for customers, especially when they feel their voices have been heard. In fact, a recent report from Apptentive, who specialize in customer feedback services, indicated that 97 percent of customers are somewhat likely to exhibit brand loyalty to a company that implements their feedback.
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What small businesses can do to engage their communities
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Roswell Daily Record
How to reduce reliance on big-box retailers
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ommunity engagement can benefit small businesses in various ways. By engaging with their communities, business owners can build brand awareness and inspire trust among residents. Trust in a brand leads many consumers to share positive word-of-mouth, and it also can inspire brand loyalty, a potentially lucrative benefit that can pay dividends for years to come. A recent study from Bain and Company found that the average repeat customer spends 67 percent more in months 31 through 36 of their relationship with a business than they do in the first six months of that relationship. That underscores how lucrative a long-term relationship with a customer can be for a business. When paired with reliable products and great customer service, community engagement strategies increase the likelihood that businesses will create a loyal customer base, thus laying the foundation for a successful business that can grow for years to come. Businesses can engage with their communities in various ways. Many engagement strategies give business owners a chance to communicate directly with their customers, and these interactions can be especially valuable. • Participate in local events. Local events like holiday bazaars and town festivals provide great chances for business owners to communicate directly with new and existing customers. Take advantage of the chance to set up a booth at such events, and make a concerted effort to reach out to consumers who stop by the booth. The customer feedback experts at Apptentive found that 97 percent of con-
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sumers are somewhat likely to become more loyal to a company that implements their feedback. Setting up a booth at a bazaar or festival provides a great chance to solicit feedback that businesses can then implement to retain more customers. • Sponsor a local youth sports team. Youth sports team sponsorships are a relatively inexpensive way to create brand awareness. The National Alliance for Youth Sports, Inc., reports that sponsorship costs vary from organization to organization, though they may cost as little as $100 to around $5,000 for the season. In return for that investment, businesses gain exposure to athletes, athletes’ families and friends, volunteers, and countless others who may see players in uniform on game day. When compared to the cost of advertising online, on television or on the radio, youth sports sponsorship provides a great return on investment. • Offer your space. Another way business owners can engage their communities is by offering their spaces for community-based events. For example, business owners with ample parking lots can offer those lots as registration sites for charity 5Ks or other events that can utilize large and open outdoor spaces. This approach addresses a community need and draws a crowd of locals to your establishment, thus increasing the chances they will patronize the business during and after the event. There is no limit to the ways local businesses can engage their communities.
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ig-box retailers span the globe. Though Wal-Mart, Target and Lowes may offer great deals, there’s often nothing unique about bigbox stores. Proponents of Main Street also note that big-box stores can’t provide the small business charm that can make local neighborhoods special. Balance is everything, and that even applies to shopping. Big-box retailers can feature in consumers’ shopping plans, but there’s a place for small businesses as well. The following are some strategies to reduce reliance on national chains. • Look at the alternatives first. Shoppers may look to big-box stores because they know what to expect and are familiar with their goods. But exploring smaller alternatives first can turn up some pleasant surprises. Take walking tours of the community and make note of which stores are available. You might just uncover a hidden gem. • Prioritize quality, not quantity. Big-box retailers frequently turn to foreign-made products and can offer very low prices because the huge amount of merchandise they sell enables them to negotiate lower bulk prices from suppliers. Mass production of products may result in lower-quality merchandise. Small businesses may pick and choose their stock, vetting items before the customer even does his or her research. • Ask for recommendations. Reach
out through social media for recommendations on small businesses in the area. Find out where others are shopping and what they have to say about certain companies. You may not have certain establishments on your radar and may be pleasantly surprised at the competitive prices and outstanding service provided by local businesses. • Shop in person. There’s no denying the convenience and all-hours capabilities of shopping online. However, it denies shoppers the experience of going into a store and browsing for products and getting a true feel for their sizes and quality. Modern consumers are no doubt familiar with the tedious nature of returning online items that fell short of expectations. Such experiences are significantly less common when shopping in-store, particularly at small businesses. • Competition keeps prices lower. Big-box retailers may offer good deals, but over time those prices may rise as national retailers command more control of the market. A competitive marketplace encourages businesses to offer lower prices to attract customers. By shopping a variety of stores, customers can further this healthy competition across the board. Big-box retailers need not be ignored. However, consumers can balance their spending at big-box stores and small businesses so they do not become entirely reliant on national chains.
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Roswell Daily Record
Friday, December 17, 2021
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Make-ahead meals for tasty holiday dinners
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ndividuals may be presented with plenty of opportunities to cook for a crowd over the course of a typical year. But no time of year is more synonymous with large sit-down meals than the holiday season. Certain foods, such as pasta dishes and casseroles, are ideal dishes to cook for crowds. However, for those home cooks who want to prepare in advance and then enjoy themselves on the actual holiday, it may be best to choose foods that taste better the day after the dish has been cooked. Many recipes develop deeper flavor profiles after they have been left to rest and are then reheated. Holiday hosts can explore these ideas for meals that can be cooked in advance and taste even better when reheated after a day in the refrigerator. Stew A stew that’s been simmering on the stove or in the slow cooker all day will have a winning flavor. But stew can be even more delicious the next day. The starch in the potatoes will enable the sauce of the stew — whether it’s tomato-based or comprised of a mix of brown gravy and meat drippings — to thicken. The meat may continue to cook and tenderize while reheating. As a one-pot meal, stew is simple to prepare in advance and then serve in an attractive crock for the holidays. Meatloaf The herbs and spices in a meat loaf continue to release their flavors, and letting the loaf sit can improve the texture and the ability to slice it without it falling apart. Consider panfrying individual slices of meatloaf until they’re
A stew for the holidays
browned so they’ll be crisp on the outside and tender in the middle. Lasagna Lasagna is a layered pasta dish featuring flat noodle sheets, cheese, sauce, and sometimes meat like ground beef or sausage. Lasagnas that are served right out of the oven can be runny even if they taste scrumptious. Baking it and letting it sit overnight allows all of the layers to gel together, making for a much more cohesive and fortified dish the following day. Curries Curries are typically made with many spices that help to make the dish flavorful. A curry that is freshly made may feature intense flavor because each of its components can be tasted individually. After a night of resting in the refrigerator, those flavors meld and mellow. Furthermore, if potatoes are used in the recipe, a night in the fridge gives the potatoes an opportunity to absorb the spices, making for an even tastier meal. Many meals can be made ahead of time for holiday dinners and will taste even better when they are served the following day.
Saffron bean stew; serves 4-6 persons By Christina Stock Roswell Daily Record The countdown is here for Christmas and time is of value to get everything done. How about making a great BIG pot of stew so you can concentrate on shopping, wrapping up gifts and decorating for the holidays without having to worry what to cook? A stew is versatile and every day its flavor gets better. Variations of saffron bean stews can be found throughout Spain. I encountered several versions during my travels in La Rioja, Spain. The Rioja region is known for its quality of goat cheese, olive oil and its wine industry. Next to tapas (appetizers), local bodegas (wineries) offer a wide variety of dishes to guests. The following recipe is the closest you can get to the stews I sampled:
Ingredients: 2 Tbsp extra-virgin olive oil 1 pinch of saffron, about 20 threads (preferably Spanish — if you can’t find it, ground turmeric is a good replacement) 1 tsp mild paprika 1/2 tsp crushed pepper (optional) 2 bay leafs salt and pepper
Christina Stock Photo The golden color of this Spanish bean stew comes from threads of saffron.
Treat guests to a beloved holiday staple
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he holiday season is steeped in tradition. Many traditions are decades if not centuries old, while others do not have such lengthy histories. One younger tradition that many people cannot go without during the holiday season is centered around a wildly popular beverage made at an equally well-liked coffeehouse chain. The peppermint mocha was introduced to Starbucks customers during the 2002 holiday season. The beverage became something of an instant classic and is now served at more than 30,000 stores across the globe. Holiday hosts can bring the peppermint mocha into their own homes this holiday season thanks to Starbucks. Though Starbucks notes the following DIY recipe for the “Peppermint Mocha” isn’t the official recipe, it can help holiday hosts impress their guests and satisfy their cravings for this beloved beverage should families find themselves snowed in during their holiday gatherings this year.
1 onion 3 cloves garlic, crushed (or more) 2 sticks of celery, finely chopped 1 cup sliced carrots 2 cups cubed smoked ham 1 quart water 1 cup beef broth 2 cups of white wine (Rioja blanco would be best, but a good sauvignon blanco works as well) 1 can of kidney beans (originally, Spanish caparrón beans are used) 2 cans of white beans (preferably Spanish or Italian) 2 cups of wide egg noodles Preparations: In a large pot over medium heat, heat oil. Add onion, celery and carrots and cook until slightly soft, about 5 minutes. Add garlic and all spices besides bay leaves, salt and pepper. Cook another minute or two until the oil of the spices becomes fragrant. Add the liquids and bring to a simmer. Add the beans, chopped ham and the egg noodles and bring to a slow boil until the noodles are done. Now add salt and pepper to taste. Serving suggestions: You can top each plate of stew with almond slices, crumbled goat cheese, parsley and drizzled olive oil.
DIY Peppermint Mocha Makes one 12-ounce beverage 1 fluid ounce coffee or 1 shot espresso, such as Starbucks Christmas Blend or Starbucks Espresso Roast Coffee 1⁄2 cup milk (or dairy alternative) 2 tablespoons peppermint-flavored syrup 3 tablespoons mocha sauce Whipped Cream Dark chocolate or shaving 1. On a stovetop, heat milk on medium setting. Whisk the milk to make foam about 30 seconds. Set aside. (Or, use an electric milk frother at home if you have one.) 2. Pour two tablespoons chocolate sauce and two tablespoons peppermint syrup into bottom of 12-ounce or larger coffee mug. 3. Add one shot of brewed espresso. (Don’t have an espresso machine? Make concentrated coffee by using less water in an alternative brewing method.) 4. Fill mug with steamed milk. 5. Top with whipped cream and garnish with chocolate shavings. Preparation time: 10 minutes
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