Then you are starting a small business. He discovered what he wanted to sell or do and went out and set it up, he had his DBA framed and on the wall and now all he needs is for someone to buy his product or use his service. Right?
How are you going to make your audience know that you even exist?
Promote! Promote! Promote!
Well, that all sounds simple, but let’s say you are a financial specialist, a boat builder or a flame farmer. They probably did not teach the basic principles to start small business promotion campaigns at the shipbuilder school. So what do you need to know and how do you do it?
Let’s start with the “Basic principles” of the promotion:
What is the promotion?
Promotion (pro • mō ′ • shun) n. Anything, such as advertising, public appearances, etc., made to advertise (attract the attention or interest of the public) a person, product, event, etc. The New Webster’s Concise Dictionary2003 Enciclopedic Edition
Why do you promote?
The purpose of the promotion is to make sure that people know that you are in business. You promote because if you don’t, you won’t get to business. You promote because it is the communication in which you need to participate to survive. You promote to expand and attract the attention or interest of the public for your products or services. You promote because if you don’t, nobody will know you exist and nobody will buy you and … well, you understand the point.
How is it promoted?
There are more ways than you might think. Have you ever heard someone say, “I never promote and I’m always busy” Or “I don’t have to promote, all my business comes from word of mouth”? They may not know how they are doing it, but I promise you that they are promoting somewhere. Maybe they just tell everyone they talk to that they don’t promote. (Does it sound funny? It’s still being promoted). Maybe your tap running water larger than life in front of your store attracts so much attention that you 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 the opportunity to use your product is a good way to encourage them to worry about their experience with your organization. You can also create an opportunity to make more sales.
- A well packaged product, the straight-line shipping label, encourages you to 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 carry with you.
- If you have clients entering your business, be sure to receive them in a pleasant, professional and immediate manner.
Anything that attracts the public’s attention or interest in the company, its employees, its products or services (positively) is promotion.
But how do you promote the masses?
Here is a story that could save you thousands of dollars in marketing and promotion, as well as months or years of experience.
“I was working as a communications and promotion director in a medium-sized company. We were lucky to have our own commercial printing press, which produced many very elegant letters, catalogs, brochures and other promotional items, and oh yes, envelopes to place them. My full-time journalist and his assistants spent several days each week printing, cutting, folding and sending everything to the mail house. ”
“There, they had machines that automated all the filling, sorting, addressing and stamping. In general, everything was going very well. We send around 40,000 pieces per week at a cost of approximately $ 10,800.00, and we get 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-signed revenues of around $ 45,000 more. We weren’t growing very fast, but we were making money. ”
“THEN … hit 911.”
“Suddenly, nobody wanted to open envelopes. Our clues were being reduced to nothing. We were heading towards our own disaster as many other companies did. I knew I needed to promote, but what good I would do if nobody read it! ”
“I was talking to the owner of the mail house and he suggested the use of POSTCARDs instead of letters. So we decided to try it. Unfortunately, I had much less money to allocate to the promotion, so I started sending around 20,000 postcards per week. The total cost per piece, which required only one day in the presses, half of the work in the post office and a substantial decrease in shipping costs, was reduced by approximately 60%. ”
Which it was the result? Try 120 to 140 leads per week!
• You do not have to open a postcard!
• Sees it