December 6, 2022 | Authored By
For me personally, the holidays are about family: lighting the menorah with my kids, parents, and in-laws every Hanukkah, and celebrating Christmas Eve with friends who’ve become family.
For advertisers, many focus on family, too: from providing more help to the mom-and-pop shops who form the backbone of our economy, creating marketing solutions that evangelize a business’ mission, to helping people get presents for loved ones, or even just food on the table.
At NBCUniversal, we help any business connect with any customer. That’s why we’re expanding our resources to help marketers of all sizes and budgets sell, and families of all sizes and budgets save. Because in today’s economy, especially during the holidays, businesses need more solutions to grow, and families need affordable gift options and simpler ways to shop. And NBCU has resources to help.
So, whether you’re a minority-owned small businesses (SMB) who needs guidance on marketing and social media, a local marketer who wants to learn about the future of local advertising, an emerging brand interested in exploring commerce technology, or a major global business on a mission to give back, NBCU’s One Platform is the gift that keeps on giving.
Opening More Doors for Small Businesses and Local Marketers
Last December, streaming hit an all-time high. Whether viewers watched holiday movies alongside relatives, or binged The Office to avoid them, people tuned in. Now SMBs can reach those viewers and more. Now SMBs and local marketers can use NBC Spot On, to access our content across One Platform, Peacock, and third-party inventory, including advanced advertising capabilities.
This fall, NBCU also launched Open Doors to support minority-owned SMBs, which make up over half of 2 million new businesses launched in the last decade. Today, we’re building on this initiative to offer more local activation opportunities for small businesses – from support of a major brand – by expanding our marketing playbook, producing 30-minute local specials, spotlights, city anthem spots, and networking events.
Plus, global brands are activating initiatives across One Platform to support small businesses. In celebration of Small Business Saturday, the TODAY Show partnered with American Express to help small businesses reach shoppers across social, digital, linear, and experiential this shopping season.
TODAY produced custom segments and activations on the Plaza, showcasing local business success stories, including NYC favorites Catbird and Baked Cravings.
@todayshow @Sofia Bella shares 5 tips to help your small business stand out on TikTok. Sponsored by @American Express ♬ original sound – TODAY Show
TODAY’s TikTok handle featured creator Sofia Bella, part of American Express’ #ShopSmall Accelerator Program, sharing tips on how small businesses can leverage TikTok to reach new audiences.
Building The Future with Small Businesses and Local Marketers
You often hear that catch phrase, “think global, activate local.” This holiday season, NBCU is working to help local marketers do both. Our inaugural Local Innovation Forum kicks off Thursday, December 8th in Philadelphia, exemplifying that sentiment.
This new forum will connect local business owners and marketers with NBCU to discuss the future of local marketing. NBCU will share more resources, open more access to our content and IP, and start building ad solutions directly with local businesses. We will replicate this forum in new cities around the U.S. and even internationally in 2023.
Introducing Commerce to Emerging Brands
Today, with the help of Shoppable technology, our living rooms have become malls. NBCUniversal Checkout is helping many businesses open new doors, and create a virtual storefront across digital, social, and streaming. These new commerce tools create a more seamless experience for audiences, and more effective sales process for advertisers – helping our audiences and advertisers on a budget.
Take Verishop, a platform connecting emerging brands with consumers. Together, we’ve brought start-up and maker-economy brands to the Bravo Bazaar, both in-person at BravoCon and in the immersive, live shopping destination for fans to tap into for their holiday gifts. We’ve also introduced Verishop brands to shoppable innovations on Peacock’s Love Island USA, opening up the entry point for marketers to leverage our content and technology.
Helping Families Save
Just as we’ve built a platform that can lift all businesses, we’ve also created a platform that can lift all families. That includes those shopping on a budget. Through our livestream shopping partnership with Walmart, we’re launching an E! Online shopping show, “LivE! Deals for the Holiday Season” on Thursday, December 8 at 6pm PT/9pm ET, making holiday shopping a little more fun, easy, and affordable.
What’s more, The Kelly Clarkson Show partnered with Five Below to help families save on holiday shopping—and donate to those in need. As part of this in-show integration, an inspiring teen, Jayden Perez and shopping expert, Lilliana Vazquez will shop affordable holiday gifts at Five Below, and Five Below will donate their picks—along with financial support.
Through partnership, we can do well by doing good: From opening resources, simplifying shopping, helping all businesses reach customers, and bringing affordable gift ideas to families, that’s #OurPartnershipCommitment in action, this holiday season.