Boost Your Business: 3 Powerful Marketing Strategies for Small Business

As a small business owner, you may often juggle the demands of running your business and effectively marketing it. But attracting new customers, nurturing existing relationships, and building loyalty doesn’t have to be overwhelming. In this article, we will explore three powerful marketing strategies that can boost your business while keeping your sanity and budget intact.

Understand Your Customer
Before developing any marketing plan, it is crucial to understand your target audience. The better you know your customer, the better you can tailor your messaging and offerings to meet their needs. Use these simple questions to help form a customer profile.

Who is your ideal customer?
What motivates them?
What pain points are they trying to solve?
To gain this understanding, you can use your experience as the business owner. However, if you want more precise data, market research tools can help. For example, you can survey your existing customers to learn more about their behaviors, preferences, and satisfaction levels. Pay special attention to how they discovered your business and whether they are local or come from a farther distance. This data can help you target your marketing geographically, in addition to understanding the impact of advertising versus customer word-of-mouth.

Conducting competitor analysis is another way of learning more about what offers are working or what services might be missing for your prospective customer base. Hubspot offers a helpful guide to small business owners looking to learn more about their competition. Lastly, make sure you have completed a free business profile with Google, so you are able to monitor online metrics like website traffic and customer behavior through Google Analytics. With this information, you can develop a customer persona that will help guide your marketing efforts.

Partner with Other Businesses
Collaborating with other businesses that share your values and target audience can be an excellent way to reach new customers. For example, you can team up with a complimentary business to host an event or create a joint promotion. This can help to amplify your message and attract new customers who have yet to discover your business.

If your business has a physical location, consider collaborating with other businesses on the block. In a small shopping district in Portland, Oregon, businesses collaborate during the holiday season with a ‘golden ticket’ promotion. The concept rewards customers by giving them a golden ticket that can be used at partner stores in the shopping district. By gamifying holiday shopping and role modeling reciprocity, the business community has tapped into some known consumer behaviors: customers like to have fun and feel good about their purchases.

Offer Incentives and Rewards
People love rewards and incentives, as seen in the golden ticket example. Offering a discount or loyalty program can be an effective way to encourage repeat business. Additionally, if you have a referral program, you can encourage your satisfied customers to spread the word about your business to their friends and family. If starting a loyalty program feels daunting, check out Indeed’s framework that includes five steps to help create your own loyalty or referral program.

Long-term programs are great, but don’t miss the opportunity to wow first time customers who may be exploring your business or comparing you to a customer. Offer tantalizing promotions, discounts, or bonus items for minimum purchases. And remember: it’s great to be generous, but make sure the math works out in your favor. NerdWallet advises weighing specific risks and benefits of your promotion in order to prioritize profitability.

Keep it Simple
You don’t have to do everything at once. Simply try one strategy at a time and see what works. As you learn more about your customer, partner with compatriot businesses, and offer strategic incentives and rewards, you will be on your way to building a loyal base of customers.


The Chamber of Business and Industry of Centre County is a private non-profit organization that aims to support the growth and development of local businesses and our regional economy. We strive to create content that not only educates but also fosters a sense of connection and collaboration among our readers. Join us as we explore topics such as economic development, networking opportunities, upcoming events, and success stories from our vibrant community. Our resources provide insights, advice, and news that are relevant to business owners, entrepreneurs, and community members alike. The Chamber has been granted license to publish this content provided by Chamber Today, a service of ChamberThink Strategies LLC.

Kish for the Cure Online Auction Fundraiser to Begin November 8

Kish for the Cure Logo

STATE COLLEGE, PA – November 7, 2023 – Kish Bank invites the public to join in the fight against cancer through its Kish for the Cure Online Auction fundraiser supporting local cancer-related nonprofits, taking place November 8–17. Bidders can support an important cause while bidding on great items that include premium baskets, experiences, collector memorabilia, and more!

Kish for the Cure is an annual grassroots fundraising effort led by Kish employees that benefits local cancer-related nonprofits the Bob Perks Cancer Assistance Fund, PA Pink Zone, and Relay For Life of Mifflin/Juniata. These organizations make a major difference in the central PA region by funding cancer awareness, research, treatment programs at area hospitals, and financial support for local individuals and families facing cancer, and Kish is proud to support their efforts. With help from customers, local businesses, and friends, Kish has raised over $460,000 for these organizations since 2012.

To browse or bid in the Online Auction, visit handbid.app.link/kftc23. The auction opens for bidding Wednesday, November 8 at 9:00 a.m. and closes Friday, November 17 at 5:00 p.m. Monetary donations are also welcome and can be made online at handbid.app.link/kftc-donate or in person at any Kish Bank branch. For more information, please visit MyKish.com/cure.

Unlocking Reciprocity: How Gratitude Transforms Workplace Culture

Where does gratitude fit in the workplace? If you ask Benjamin Laker, a leadership professor at the Henley Business School, he will tell you that organizations that lead with gratitude foster a very special brand of thankfulness—reciprocity.

In an article written for Forbes, Laker describes reciprocity as an innate aspect of human nature. Rather than a ‘sense of obligation or indebtedness,’ reciprocity is a ‘mutual recognition that promotes a continuous cycle of goodwill. Laker argues that leaders who understand the reciprocity principle tap into the rewards of human behavior and cultivate a work environment that fosters team cohesion, collaboration, and a deep sense of trust. Read on to learn more about the benefits of reciprocity and how to use this principle to better your organization.

The Reciprocity Upside
Creating an awesome workplace culture and meeting core objectives are big reasons to practice reciprocity. But that’s not why it works. Practicing reciprocity actually improves well-being. Studies show that generosity and reciprocity lead to people reporting happier, healthier and more creative and resilient lives. And these holistic benefits carry over into the work environment, where workers demonstrate higher levels of engagement, motivation, and satisfaction. Plus, leaders who practice reciprocity are considered more likable by their teams, which deepens trust and respect. Bottom line: considering employees needs and taking action to show you care creates a positive boomerang effect that benefits everyone.

Warning: It Only Works When It’s Real
Laker reminds organizations that in order for reciprocity to be effective, it has to be authentic, balanced, and thoughtful. Leaders should be mindful when using gratitude to motivate teams. Below is a summary of Laker’s top reminders.

Genuine Reciprocity: Successful business interactions go beyond mere mechanical transactions. They are built on sincere acts of generosity and support. When your actions are perceived as disingenuous it can do more harm than good, making your goodwill gestures seem manipulative instead of heartfelt.

Strategic Balance: Maintaining reciprocal equilibrium is crucial. Constantly offering without any expectations can leave leaders feeling overused and depleted. Striking the right balance requires emotional intelligence and understanding one’s own motivations and the team’s needs.

Proactive Support: Anticipating the needs of others is one of the most effective ways to foster reciprocity. This foresight shows team members that their leader is in sync with them and genuinely invested in their success and well-being.

3 Practical Ways to Foster Reciprocity at Work
Reciprocity takes many forms in the workplace. Here are three simple ways to integrate gratitude into the workday.

Celebrate Servant Leaders: Recognizing leaders with a ‘serve first’ mindset can elevate reciprocity as a value in your organization. Special call outs at team meetings or public shares on social media go a long way in celebrating and attracting the kind of people you want representing your business or organization.

Build a culture of gratitude: Show appreciation for your employee’s hard work and dedication. People naturally feel happier when they’re acknowledged and happiness boosts motivation. Appreciation begins with the big stuff such as employee benefits and flexible work hours but also includes thoughtful tokens of support such as gifts for special life events, like birthdays, marriages, children, or loss.

Skill Development Opportunities: By providing employees with opportunities for professional growth – such as workshops, training courses, or seminars – managers can stimulate a reciprocal response. Employees, appreciative of these development opportunities, may be motivated to apply these newly-acquired skills to benefit the organization.

The Takeaway
Nurturing a culture of gratitude in the workplace ultimately creates a powerful ecosystem of mutual appreciation and continuous goodwill. Grounded in our human nature, this approach empowers leaders to cultivate team cohesion, collaboration, and trust. But it doesn’t stop there. Reciprocity at work unlocks a cascade of holistic benefits, including elevated well-being, creativity, resilience, and genuine employee satisfaction. And remember: authentic reciprocity is key – when you make sure your efforts are heartfelt, balanced, and thoughtful, your employees will thank you.


The Chamber of Business and Industry of Centre County is a private non-profit organization that aims to support the growth and development of local businesses and our regional economy. We strive to create content that not only educates but also fosters a sense of connection and collaboration among our readers. Join us as we explore topics such as economic development, networking opportunities, upcoming events, and success stories from our vibrant community. Our resources provide insights, advice, and news that are relevant to business owners, entrepreneurs, and community members alike. The Chamber has been granted license to publish this content provided by Chamber Today, a service of ChamberThink Strategies LLC.

State College Regional Airport

group of people outside of the state college airport sign

UNIVERSITY PARK, Pa. — Penn State and the Centre County Airport Authority (CCAA) have announced that University Park Airport will be renamed State College Regional Airport on November 3.


This change will help alleviate confusion and clarify that the location is the region’s airport and a convenient alternative to commuting to more remote airports, such as Pittsburgh or Harrisburg. In addition to providing clarity on the location, State College Re- gional Airport better reflects the service area, the continuing investment in the economic development of Centre County and beyond, as well as the broad array of transportation options available at the location. Currently, University Park Airport offers regular daily flights on American with convenient connections to Philadelphia International (PHL) and Chicago O’Hare International Airport (ORD); and United has service from State College to Newark International (EWR) and Chicago O’Hare International Airport (ORD). New destinations and expanded service are continuously being sought as the airline industry adjusts following the Covid pandemic.
“With a new name, the State College Regional Airport will continue to provide outstand- ing service to travelers locally and throughout Central Pennsylvania,” said Sara Thorn- dike, Penn State senior vice president for finance and business and University treasurer.


“The renaming of our airport started a long time ago with the public rebranding us the State College Airport. By officially renaming the airport, we are eliminating confusion for our passengers. The airline city code has been SCE from the very beginning of commer- cial air service at this airport dating back to 1978,” said James Meyer, Executive Director of CCAA.
“This process has been a true collaboration between Penn State and the Airport Author- ity,” said Chris Groshel, CCAA Board Chair. “Our goal has always been to build and promote the airport as a convenient transportation hub to serve central Pennsylvania. The State College Regional Airport name will facilitate travel for the many thousands of travelers who pass through our terminal annually.”

Why Social Time with Co-Workers is the Ultimate Office Perk

The concept of a “workplace” has evolved significantly over the past three years. Remote offices and hybrid work models have disrupted the organic social interactions that once unfolded effortlessly around the water cooler. Employers have also recognized that offering remote working options not only attracts top talent but also grapples with the challenge of enticing employees back to the physical office full-time.

Regardless of whether your workplace is completely remote, fully in-office, or somewhere in between, there is an undeniable magic that occurs when employees come together in person. After all, workers are human beings, and as humans, we possess an innate need for social connection. Continue reading to explore how you can effectively harness your employees’ social needs and foster meaningful connections.

The Importance of Social Connections
Many individuals who work from home miss the social connections that come with working in an office environment. However, simply returning to the office to spend the entire day responding to emails and joining Zoom calls can dampen their enthusiasm. If managers can find opportunities for team collaboration and foster connections, employees are more likely to feel energized and eager to return to the office.

In a Harvard Business Review article, employees listed the following as top reasons to return to the workplace:

85% of employees would be motivated to go into the office to rebuild team bonds.
84% of employees would be motivated to go into the office if they could socialize with coworkers.
74% of employees would go to the office more frequently if they knew their “work friends” were there.
73% of employees would go to the office more frequently if they knew their direct team members would be there.
Humans are inherently social beings, and it is no surprise that the top motivator for in-person work includes other people. Workplace satisfaction experts agree that the days of simply punching the clock are over for modern employees. Work should provide a sense of purpose and a feeling of belonging to something greater than oneself, and tapping into team-building and relationships is a great way to do just that.

Workplace Social Time Goes a Long Way
Employees who have grown accustomed to zero commute time and flexible schedules may require more persuasion when it comes to returning to the office. To encourage employees’ desire to be in the office, Sammi Caramela, a contributor to the US Chamber of Commerce, proposes five compelling incentives. These include setting clear expectations, maintaining consistent communication, accommodating family and illness situations, and fostering a workplace culture that values genuine human connections.

Caramela promotes a workplace culture that values social connections and prioritizes employee well-being. This includes integrating activities like team lunches, office birthday celebrations, and casual Friday treats such as bagels and fruit. In addition, Caramela recognizes the importance of granting employees autonomy in determining when they need a break. Whether it’s enjoying lunch at a favorite restaurant or finding solace in a book in the office lounge, these breaks contribute to overall well-being.

Encouraging walks, exercise classes, and empowering employees with more control over their work day will combat afternoon fatigue, improve productivity, even strengthen the immune system. Employers can leverage this opportunity to create a supportive work environment, offsetting the drawbacks of remote working such as distractions and imbalanced work days. Prioritizing rest and movement at work can help workplaces excel amidst the unique demands of work from home.

The Hybrid Work Model Is Likely Here to Stay
Not everyone finds motivation through socializing, and some employees get enough social interaction outside of work. Employers can attract and retain exceptional workers by embracing this trend. By fostering an inviting in-person work environment and allowing remote work flexibility, everyone can feel connected and purposeful in their roles. The key is to enrich the in-office workday while remaining adaptable to the changing landscape of work and the needs of the modern workforce.


The CBICC is a private non-profit organization that aims to support the growth and development of local businesses and our regional economy. We strive to create content that not only educates but also fosters a sense of connection and collaboration among our readers. Join us as we explore topics such as economic development, networking opportunities, upcoming events, and success stories from our vibrant community. Our resources provide insights, advice, and news that are relevant to business owners, entrepreneurs, and community members alike. The Chamber has been granted license to publish this content provided by Chamber Today, a service of ChamberThink Strategies LLC.