Small businesses must be extra imaginative with their marketing efforts
in order to attract customers and get them to open their wallets. Even
more challenging is that most entrepreneurs have shallow pockets and
shoppers are being more selective as a result of the sluggish economy and
volatile stock market. The following are six proven low-cost marketing
ideas that help small businesses increase sales and generate referrals,
ultimately helping you build your cash cow, while spending very little.
Get Out and Walk
Next time you walk down a street with high foot-traffic, pay attention to
storefront windows underutilized. Approach the store owner and offer to
pay a small fee to advertise your business in their window. Imagine, you
pay $50 per month for a location that costs someone else $2500 a month in
rent. This idea also works in reverse. If you’re the store owner with
great window visibility, approach other entrepreneurs and offer them an
affordable advertising opportunity.
Special Deal Today Only
The next time business is slow, try sending out an email to your prospect
list that reads, "Please call me. I have a special deal I can offer you if
you call me today. You'll be glad you did! (978) 000-0000. Thanks, Sharron."
This method really works. Prospects call because of the urgency you create
using such a short deadline and to make sure they don’t miss out on a
worthy opportunity. Be careful. You’ll lose credibility with your
prospects if your offer isn’t aggressive enough, i.e., 10% off won’t cut
it!
Under Your Nose
Are your vendors doing business with you? Why not? Here’s a short list of
the prospects you should contact within 48 hours of reading this article,
your: accountant, attorney, plumber, electrician, daycare provider,
housekeeper, greens keeper, mechanic, realtor, friends, family,
minister/priest/rabbi, etc., dentist, physician, gynecologist, nail
technician, hairdresser, Mary Kay Consultant, marriage counselor, coach,
personal trainer, financial advisor, etc. If you and your vendor are not a
match, he or she probably knows someone who should be doing business with
you. All you have to do is ask your vendor to provide some word-of-mouth
about you. At minimum, ask to display your business cards and flyers at
their office, or to mention your business in their customer newsletter.
Take a moment and make sure people in your immediate circle understand
what you’re selling.
Customers on the Fence
Before you send off your next proposal, call your prospect and tell her
the proposal she requested is ready. Tell her you'd like to forward the
proposal, but before you do, ask her what time tomorrow would be
convenient to discuss the proposal. Remember, always set up your next
appointment before releasing any information.
Charge at Least Five Bucks
Always charge a fee for all your event marketing efforts. Fee-paid
seminars and workshops almost always generate more participants than free
events. The fee does two things. First, when you charge for something,
there’s an implied "value" built in. Your prospect will believe they "get
more" when they pay, versus not paying. Second, when a prospect pays you,
they’re showing a commitment and are now a more qualified prospect and
more likely to show up. Don’t just take my word for it; test it. It’s
true.
Stimulate Customer Senses
Do you think the smell of fresh baking bread flowing throughout the
grocery store or music playing is by chance? Absolutely not. Retail
businesses have been going out of their way for years to stimulate
shoppers and keep them browsing. Stimulating the senses works outside of
bricks and mortars too. For example, let’s say you're a business
development expert and you're getting ready to mail your quarterly
newsletter on white stock. Instead, try a red or pink-hued paper. Or, if
you’d prefer to remain conservative, use a white textured stock. Another
example: There's nothing worse than the smell of a disinfectant used in a
doctor's office. Try burning vanilla candles in the waiting room, they’ll
help sooth your customers while they wait. If your business is notorious
for long waiting room times, fresh baked cookies work well.
Remember, the more comfortable we keep our customers, the longer
they’ll stay, the more memorable experience they’ll have and the more
they’ll spend, or pass on positive word-of-mouth. When you’re planning
your next marketing activity, remember to stimulate your customers’
senses, including eyes, ears, nose and mouth.
Sharron Senter is a New England-based marketing consultant
who helps small businesses deploy low-cost marketing strategies. Visit her at
http://www.sharronsenter.com.
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