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Small Business Stories

April 23, 2019

Marketing Small Business in a Small Town: Neco Boutique

By Jennifer Amundson, Director of Social Media and Communications, Deluxe

In our “Small Business Stories” series, we hit the road to interview small business owners about their unique journeys. Each story provides inspiration and insights, while shining a spotlight on the passionate small business owners who are so critical to our economies and our communities.

Dawn Covington, owner of Neco Boutique and Spa of Dreams in Pageland, South Carolina knows the power of marketing. Her shop is a boutique for formal wear, including wedding gowns and prom dresses, located in a town with under 3,000 people. Most folks don’t need a gown every day, so Dawn’s shop needs to visible to her community on the internet when the big moment comes.

Two of her most important marketing pieces are her website and social media pages.

“It’s very important to have some type of like a website and social media – so people would know who you are and where you are,” Dawn explained. “It’s a voice for you. It speaks for you.”

Because her business is so visual, having places where she can post photos of her current inventory is incredibly important. People see photos before they come shopping and they have the power to draw in new customers, especially if she has certain inventory that is appealing to someone who hasn’t shopped with her before.

Dawn has also gone to schools in the area and handed out flyers to get more people interested in her business and understanding her offering. And, she finds it important to refer customers to the other businesses in town, so they in turn refer people to her.

Once the hard work of getting customers in the door is done, Dawn’s favorite part begins. She loves helping every person that walks through her door find a dress or outfit for that perfect occasion. She knows once she gets that customer through the door, she can help them and make the sale.

Beyond marketing, Dawn has some additional advice for those starting their own business.

“Do your research, no matter where you are located, know the laws and regulations and research everything there is to know about your business,” she said. “And stay strong, things will be tough, there will be good and bad days, but if you don’t give up, you’ll come out winning.”

You can find more ideas for marketing your small business in the Deluxe Small Business Resource Center.

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