I was getting my haircut the other day, minding my own business, dreaming of web design (as you do) when something happened that made me sit up and take note. I didn’t literally sit up (I may have had a haircutting accident) but it made me think about how a new, creative way of thinking is required these days to market your business or product.

An employee from a local coffee shop (a national brand, which needs no further mention) had walked in with full tray of sample cups with a new coffee they were promoting, and were just giving them away! This struck me as creative marketing for a number of reasons:

• It brought the product TO the customer
• The samples were free with no obligation to buy
• The employee wore the company brand
• The employee had stepped away from their comfortable “shop” environment
• They had chosen a place that would have the most potential for further purchase of the full product (i.e. a full, steaming cup of coffee)
• If successful, it would bring the customer INTO the store to possibly purchase other products
• Because the coffee shop was inside a larger store, that business would also benefit

As “big box” stores and convenient “all-in-one” malls are becoming more prevalent in our society, the small business owner must change their way of thinking if they are to survive and flourish against this type of competition.

It’s not good enough to rely solely on print advertising as the only method of advertising your product or service to the local community. As peoples’ social behaviour is changing by the week, so should your marketing techniques. To coin a fishing analogy, try some new lures and you may start catching a new, tastier fish.

This isn’t to say that some older, more tried and tested techniques should be completely cast side, you just have to add to your array of marketing channels.

1. Join your local business organization and network with local business people. Get your face known and start to volunteer your time.
2. If that organization has a website and allows it, write some related business articles which will establish you as an authority (and get some links back to your website at the same time).
3. If that organization has banner advertising linking to your business profile page, see if the cost fits into your budget. If they are available for $10/month, it can be a lot cheaper and more effective than print advertising. AND you can track visitors through web traffic reports to know how many visitors you actually get, giving you an exact ROI (Return on Investment).
4. Make a presentation to that organization on a subject which relates what you provide to their business.
5. Stay open later on one day of the week, especially when there are local events in the vicinity. It could mean an additional $200 in sales.
6. When there are local events, set up a table for your business—nothing beats a sales pitch when a potential customer is standing right in front of you.
7. Always carry your business card in your pocket—you never know when you might meet a potential customer.
8. Think about email marketing. The cost of delivering an effective, branded email to a customer can be as little as 3¢/address and you put yourself in front of your customers on a regular basis. Start with ALL of your contacts then go from there.
9. Form strategic partnerships with related businesses. Two voices can sometimes be better than one and you can connect from a new source of potential customers.
10. Get involved in social media such as Facebook, Twitter, and LinkedIn—but only if it fits. You can create events, to which you can invite other people. You can announce new products or services, or make an insightful commentary on a news item. Word can spread quicker than by word-of-mouth plus you can drive traffic to your website.
11. Open up your business. If you are a financial planner, host regular social events at your office, maybe give a 10-minute talk on a new product.
12. Sponsor a local sports team. Having your name on the jersey of the soccer team acts as advertising to potential business owners: parents and supporters.
13. Volunteer for local events. Putting your face out there can generate business in its own right, just by being kind.
14. Put your logo on some clothing such as polo shirts, t-shirts and baseball caps. And wear them.
15. Organize your email. Add a professional signature and include it on all new email communication. You can resort to shorter signatures as you get to know the person.
16. Update your website. Having a great website with current information can act as a strong support system when you are not available.
17. Be approachable and always willing to give out some free advice. You never know when it may lead to actual business.
18. Print advertising shouldn’t be forgotten—it depends on the community you live in. If it’s an older population, it can be very effective, younger and not so much. You be the judge.
19. Be patient. Business can take weeks, months or years to cultivate.
20. Have fun and try. What do you have to lose and you never know… you may discover a whole new way of doing business.

It’s a new world out there. Adapt your way of thinking and you never know what might happen!

This entry was posted on Wednesday, March 25th, 2009 at 4:43 pm.