Internet marketing for small business
Starting Small Business Promotional Campaigns
So you’re starting a small business. You
figured out what you wanted to sell or do and went out and got
it all set up, had your DBA framed and on the wall and now all
you need is for someone to buy your product or use your service.
Right? How are you going to go about getting your public to know
you even exist?
Promote! Promote! Promote!
Well that all sounds simple, but say you’re a financial specialist,
a boat builder or llama farmer. They probably didn’t teach the
basic principles of starting small business promotional campaigns
in boat-builders’ school. So what do you need to know, and how
do you go about it?
Let’s start with the “Basic Principles” of promotion:
What is Promotion?
Promotion (pro•mo-?•shun) n. Anything, as advertising,
public appearances, etc., done to publicize (get the attention
or interest of the public) a person, product, event, etc.
The New Webster’s Concise Dictionary2003 Encyclopedic Edition
Why do you promote?
The purpose of promotion is to make sure people know you are in
business. You promote because if you don’t, you won’t make it
in business. You promote because it is communication that you
need to engage in in order to survive. You promote in order to
expand and get the attention or interest of the public for your
products or services. You promote because if you don’t, no one
will know you exist and no one will buy from you and…well, you
get the point.
How do you promote?
There are more ways than you would ever think. Have you ever heard
someone say, “I never promote and I am always busy” OR “I don’t
have to promote, all my business comes from word-of-mouth”? They
may not be aware of how they’re doing it, but I promise you they
are promoting somewhere. Maybe they just go around telling everyone
they talk to, that they don’t promote. (Sound funny? It’s still
promoting.) Maybe their larger-than-life running water faucet
in front of their store attracts so much attention that they don’t
need to do anything else. Well here are some ideas you can do
“knowingly” to drive in the business.
• Greeting your customers with a smile is a great place to start.
• Calling your customers after they have had a chance to use your
product is a good way to promote that you care about their experience
with your organization. It can also create an opportunity to make
• A neatly packaged product, the shipping label on straight, promotes
that you take pride in what you do.
• Always keep up-to-date brochures or catalogs about your business
in your reception area for people to see and take with them.
• If you have customers coming into your business, make sure they
are greeted pleasantly, professionally, and immediately.
Anything that gets the attention or interest of the public for
the company, its employees, its products or services (in a positive
way) is promotion.
But how do you go about promoting to the masses?
Here is a story that could save you thousands of marketing and
promotional dollars, as well as months or years of experience.
“I was working as the Communications & Promotional Director
in a medium size business. We were fortunate enough to have our
own commercial printing press, that put out lots of very fancy
letters, catalogs, brochures and other promotional items, and
oh yes, envelopes to put them in. My full time pressman and his
helpers, spent several days each week getting everything printed,
cut, folded and sent over to the mailing house.”
“There, they had machines that automated all the stuffing, sorting,
addressing and stamping. All in all everything was going very
well. We were sending out about 40,000 pieces per week at a cost
of about $10,800.00, and getting around 120 to 140 good leads
per week. This generated an average of 2 new sales per week for
a product that cost around $12,000, and re-sign income of around
$45,000 more. We weren’t growing very fast, but we were making
“THEN…911 hit. “
“Suddenly, nobody wanted to open envelopes. Our leads were dropping
to nothing. We were heading toward our own disaster like so many
other companies did. I knew I needed to promote, but what good
did it do if nobody read it!”
“I was talking to the owner of the mailing house and he suggested
the use of POSTCARDS instead of letters. So we decided to give
it a try. Unfortunately, I had much less money to allocate towards
promotion, so I started by sending about 20,000 postcards weekly.
The total cost-per-piece, needing only one day on the presses,
half the labor at the mail house and a substantial decrease in
postage, was reduced by about 60%.”
What was the result? Try 120 to 140 leads per week!
• You don't have to open a postcard!
• You see it right away, the bright picture is not hidden from
view by an envelope.
• The message leaps right out and you can't ignore it or throw
it in the trash unopened (the fate of many bulk mail pieces).
Postcards are the best medium to reach new customers when starting
a small business promotional campaign.
Joy Gendusa founded PostcardMania
in 1998, her only assets a computer and a phone. By 2005 the company
did over $12 million in sales, employed over 100 people and made
Inc. Magazine’s prestigious Inc 500 List as the
one of the 500 fastest growing companies in the nation. She attributes
her explosive growth to her ability to choose incredible staff
and her innate marketing savvy.
Article Source: ArticleRich.com