You want to spread the word about your business, but you
don't have a large advertising or marketing budget. Not to worry.
There are plenty of low-cost ways to promote your business if you're willing to think outside the box, say experts.
"It's never how much you spend, it's how creative you are," explains Jack Mandel, a marketing consultant and professor of marketing at Nassau Community College in Garden City. "It's not always money. It's imagination that counts."
So to get those creative juices flowing, consider these low-cost marketing ideas:
Barter: Yes, it dates to the
caveman, but how else can you get free promotional space without spending a dime? There may be a trade show or charity event where you can provide goods or services in exchange for getting your moniker displayed, says Mandel. Similarly, you may be able to arrange a deal with a local radio station: For instance, in exchange for airtime, a caterer might offer its premises for a year-end holiday party.
Promote yourself as a speaker:
You'd be surprised how many community groups are looking for experts to speak at their meetings. Try reaching out to your local Chamber of Commerce, Rotary, Kiwanis and Lion's clubs, suggests Mandel, who says he's drummed up a lot of business this way.
Offer a VIP discount card: Tell neighboring businesses they can get a discount at your shop or restaurant, says Mandel. For instance, he says, a hair salon might cut 20 percent off the bill for employees of neighboring establishments. It's a tactic that helps build patronage.
Start a blog: It's a great way to reach a wide audience, says Janet Attard, founder of
BusinessKnowHow.com, a business information Web site based in Centereach. At sites such as Blogger.com you can create a blog at no charge and post articles and advice.
Ask for referrals: Word of mouth is one of the most powerful ways for an entrepreneur to drum up business, notes Attard. "Ask for referrals from anybody you know - and be willing to give referrals too," she notes.
Write articles in your area
of expertise: Pick a topic related to your field, write an article about it and submit it to your local newspaper, a trade publication or an industry Web site. Alice Price of Organize Long Island, Inc., a West Islip-based professional organizer, has done this in the Florida Keys, where she has a second home.
"It gets you name recognition," says Price, whose organizing tips have appeared in the Keys Sunday, a weekly insert published by the Keynoter in Marathon, Fla. Larger newspapers typically have stricter submission requirements, so consider writing a letter to the editor or op-ed piece, says Mandel.
Offer a free seminar or workshop: It's a great way to thank loyal customers and bring in new clients, says Matthew Lewis of Lewis Wellness Consulting, which runs the Creating Wellness Center of Commack. Lewis offers free educational workshops on health and nutrition once or twice a month.
Start a newsletter: Send your clients a monthly or bi-monthly newsletter with informative tips and articles. "There's a value in getting your name out there," notes Lewis, who writes a monthly newsletter online.
Write a press release: Find a timely angle or an important piece of news about your company and put it in a press release, says Tarsha Polk, president of The Marketing Lady, a Frisco, Texas-based small-business marketing coach.
Use your vehicle as a billboard: For less than $100 you can purchase a magnetic plate to advertise your business, says Polk.
Network: There's no better way to meet prospective clients than through good old-fashioned networking. "It's getting your name out there," says Attard.
FIVE MARKETING MUSTS
Don't leave home without your business cards. You never know who you're going to run into.
Make certain all your marketing materials are up-to-date and professional-looking. Don't take the no-frills route.
If you don't have a Web site, start one. It adds credibility and is a great place to direct people for more information.
Put together a marketing plan so you can outline a course of action. It will help keep you focused throughout the year.
Make marketing a priority. Your business isn't going to promote itself.
SOURCES: ATTARD, MANDEL, POLK