Promotion and advertising can be a heavy expense, especially for
a new business that wants to make itself known in a community. A
home-based business, however, more often than not, has a very
limited budget when it comes to advertising. The home business
owner needs to make the public aware of his or her product or
service at the lowest possible cost.
There are many ways. A pet breeder in a large city was struggling
for several years-until he came up with a novel idea. He started
giving away customized "birth certificates" for the pets he sold.
Almost immediately, his sales rose more than 10 percent.
The owner of a new home cleaning service was trying to attract
clients. She couldn't afford much advertising, so she began
offering "home cleaning seminars" to civic groups. After two
months of seminars, she was swamped with inquiries and clients.
Promotion often makes the crucial difference between business
success and failure. Customers or clients must know about a
business or product line before they'll buy and they must have a
reason to buy.
If you are trying to promote your business now, you can move in
one of two directions: 1) You can take the conventional route to
promotion and mount an elaborate media campaign, spending a
considerable amount of money or 2) You can let your creative juices
flow and mount a low-cost promotion effort, using a potpourri of
attention-getting gimmicks to bring your message to the buying
public.
Now, to be sure, conventional advertising is valuable. If your
enterprise is large enough or if you're selling numerous product
lines, you may find that a full-fledged media campaign is the
most efficient and cost effective way to promote your business.
If money is tight, however, or you're not sure you can amortize
the heavy cost of a media campaign over a period of time, the
following is a assortment of low-cost techniques you can try. Not
all may be appropriate for your particular business, and
certainly it would be costly to try them all. But you're sure to
find some ideas that will work for you.
GIVEAWAYS. People love to receive "free" items, especially items
they can use to gain knowledge or improve their lives. You can
base an entire promotional campaign on this desire. If you're
running a furniture repair business, for instance, you could give
away a furniture repair brochure, free furniture planning guides,
or color swatches. Once you begin giving away authoritative
information customers will begin to perceive you as an expert in
your field.
NEWS CREATION. Want to get names and news from your business in
the local newspaper? It may be easier that you think. If you
don't have any news to report to the local media, create some.
Maybe you've taken on a new associate. Or maybe you're selling an
unusual product line. Or maybe you've opened a free advice center
for the community. Or maybe you've received an award from a civic
or professional group. Local Pennysavers and weekly are often
quite interested in business news of this sort and can help you
attract the attention of thousands of people.
EVENTS. You may be able to attract the attention of the media or
a crowd by staging a special promotional event. If you run a
fitness classes, for instance, you could stage a celebrity
instructor day. If you're promoting a new real estate business,
you can offer tours of a model home in the area. If you're
selling children's products and it's springtime, you can offer
lunch with the Easter bunny. Get the idea?
CHARITY TIE-INS. Are you launching a new product? Trying to
increase visibility among a particular segment of your community?
Offer your product to one or more local charities as a raffle
prize or for use at a fund raising event. You'll receive lots of
exposure among people who buy tickets or attend the event.
CONTESTS. Offer a desirable or unique item-or even several
items-as contest prizes. First, find a contest theme that tiers
into your business. A caterer might offer a quiche-eating
contest. A photographer might offer a young model contest. A mail
order craft firm might offer an "Early American" handicrafts
contest. Invite contest submissions and offer prizes to the
winners. Do contests attract attention? You bet. All it takes is
a few signs, a small press announcement or two, and the word will
spread throughout the community grapevine.
COMMUNITY SERVICE. Nothing brings you to the attention of the
people faster-or more favorably-than community service. Ask
yourself how your enterprise can be a "good neighbor" to your
community. If you're running a lawn care and gardening service,
perhaps you can offer one season's services at no charge to a
needy charitable organization or nursing home in your area.
Hundreds of people will hear about your work in the process.
Volunteer for various community causes. If appropriate, you can
step in during community emergency, offering products and
services to help an organization or individuals in need.
COUPONING. Americans are very coupon-conscious. Test the market:
at what level will coupons increase the volume of various product
or service lines? When you get some tentative answers, start
distributing coupons that offer a discount on your services.
Distribute them to area newspapers, on store counters, in
door-to-door- mail packets (which can often be quite
inexpensive), at the public library, at laundromats, at any
location where people congregate.
BADGES AND NOVELTIES. You can easily and inexpensively produce
badges, bumper stickers, book covers, and other novelty items
for distribution in your area. You can imprint your business name
and the first names of the customers on many of these products at
little cost and distribute them for free. Or you can tie your
novelty program into a contest: once a month, you can offer a
prize to any individual whose car happens to carry one of your
bumper stickers or badges with peel-off coupons, redeemable at
your place of business.
CELEBRITY VISITS. With a bit of persistence, you may be able to
arrange to have a local media celebrity, public official, or
entertainment personally-even a fictitious cartoon character or
clown-visit your service. The celebrity can sign autographs, read
stories to children, perform cooking demonstrations, or perform
any one of a hundred other traffic-building activities.
CELEBRATE HOLIDAYS. You'll probably want to celebrate major
public holidays with special sales. But celebrate some of the
offbeat holidays as well. Almost every business has a few
little-known holidays. Ever hear of National Pickle Day, for
instance? Or Cat Lovers Month? Once you find the "right" holiday,
you can sponsor a special sale or special product arrange special
media coverage of a holiday event.
GO WHERE THE PEOPLE ARE. Can you open sales information booths at
community fairs and festivals? This promotional technique can
work for gift retailers, craftspeople, and personal service
firms. If you have the people and the time, can you handle
regional fairs or even trade shows?
MAILING LISTS. Once you begin establishing a committed clientele,
gather their names on a mailing list. Save the names from your
mail orders and telephone inquiries. Eventually, you'll be able
to send product circulars or even catalogs to the folks on your
list and you'll be able to promise your products by mail.
SCAVENGER HUNTS. If you want people to buy NOW, offer them an
unbeatable deal. If they bring an old product-a small appliance,
a book, whatever-to you, you'll give them a worthwhile discount
on a comparable new item. Or stage a general purpose scavenger
hunt. Customers who bring in three canned goods for your
community's food bank will receive a discount on products
purchased that day.
PARTIES. Everyone loves a party. Why not celebrate the
anniversary of your business or some special holiday by offering
baked goods and beverages? If you're running a service business,
perhaps you can offer an open house or obtain a small banquet
room in your community. Besides refreshments, be sure the place
is brightly decorated.
GREETING CARDS. Do you send out greeting cards to major customers
or clients? Holidays, birthdays, and anniversaries make nice
greeting card occasions. Greeting cards create enormous goodwill
and keep your name in front of people.
SEMINARS. In this information hungry age, people love to receive
advice, especially about their personal needs and hobbies. If you
sell health foods or run fitness classes, perhaps you can offer
"wellness" seminars during lunchtime to your area's business
community. If you're an interior decorator, perhaps you can offer
one-hour decorating workshops to any group of ten people who will
gather in someone's home. If you're running a printing business,
perhaps you can offer tours and layout seminars at your plant.
If you're not pleased with your promotional efforts today or if
you simply must increase your exposure among customers and
prospects-it's probably time to increase your publicity efforts.
By all means, advertise in the media if you can or must. But
don't neglect your greatest promotional asset-your mind. Ponder
the products, services, and events you can offer the community
and devise a creative promotional strategy around them. You'll
have to invest a bit of time and energy in the project, but the
payoff will be worth it. You'll save hundreds-or even
thousands-of advertising dollars and, better yet, you'll travel a
well-worn shortcut to profit.
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