Marketing Plan
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Don’t be too hard on yourself. Some small business owners or home business owners don’t think that they need a marketing plan. Even a small business is a business and needs to be treated as such. The size at the beginning is not as important as the size at the end. And, every business needs strategies for bringing in business.
There’s a saying: There’s more than one way to skin a cat. It sounds horrible if you try to picture it but the meaning is dead on. A marketing plan is made up of several different strategies for business growth not just one.
To that end, many businesses with a physical building think that their marketing plan can only include offline advertising strategies. The rationale is that the only people your business can reach are those in the local vicinity or the state at the most.
The same goes for virtual businesses run from a website. If that is where the business is situated then that is where the customers are that you need to cater to. With the online community, you have to conduct your marketing strategy differently than with local customers and a real building, right? Absolutely not.
What many businesses miss is that offline and online marketing strategies are not mutually exclusive. Using one or the other to promote your business is like only using half of your body at any one time. You can get things done, but you can accomplish more if both halves worked together.
Do you want to get your business noticed in every nook and cranny? If so, consider combining both online and offline marketing to build your business. In Part 1 you will get an overview of offline methods. Then in Part 2 we'll discuss online methods to be used in concert and to complete your marketing plan. Knowing your business like you do, how each can be utilized, if indeed each can, is going to be up to you.
The only advice here is to read carefully and start small. It’s easier to carry a lighter basket with one or two eggs and add more as you have need of them. You’ll definitely travel farther with fewer mishaps. Give it a try. You have nothing to lose and lots of business to gain.
Offline Marketing Strategies
Offline marketing strategies deal directly with the public. You will be out with the people, finding out from them what they need and explaining how you can provide it. People are busy and so are you. Finding catchy ways to make the best use of their attention span will be to your benefit.
Viral Marketing
Another name for this marketing strategy is word-of-mouth advertising. You tell someone about your business and encourage them to pass the word. In the beginning, offering free services to family and friends turns them into walking billboards for you. When you hook them, you have built a potential connection to each person within their circle of influence.
Whether they offer or are asked, their recommendation is an important marketing tool. Viral marketing is particularly advantageous for you if your business is being launched from a location where you have lived for a long time. Everyone knows you and will at least give you a try.
Radio and Television
In the world of greater and greater technology, people still turn on their radios when driving and flip on the television when they come home. Even if they are not actively watching or listening, hearing familiar names and places catch their attention. Television advertising can get expensive, but you might be able to cut the expense by using the public access channel or broadcasting your spots in the evening and late at night.
You can’t watch television in the car, so you listen to the radio. Write up a spot and buy advertising time on your local station. That 15 seconds of air time reaches everyone in the listening audience. If your particular service or product falls within a category covered by a radio show, contact the show’s host. Make an interesting proposal and you could be the next in studio guest with the aim of expounding on your new business.
Print Ads
This tried-and-true method has brought shopper and product together for years. Contrary to the economy, people still read newspapers and ads. There’s nothing like getting up early on Saturday morning and reading the paper with your coffee.
Most areas carry Free newspapers. You'll find these often in your local grocer, restaurant or other business establishments. Everyone likes freebies. So they get passed around everywhere. Be sure that your business ad is in at least one in your area.
Don’t neglect the Yellow Pages or magazines. Local business owners have found new business through the big yellow book. When you don’t know of a physician, plumber, landscaper or hair salon, you leaf through the pages to find one.
If your ad is in there, people will find you. The same goes for magazines. It is more expensive, but advertising in trade and other pop magazines that cater to your area widens your audience.
Direct Mail
Yes, people still use this method. Postcards, flyers and coupons in the mailbox are put directly into people’s hands. You can buy mailing lists from online and offline companies. Specify your parameters to get a list that is composed of people within your target market. For postcards, bulk mail rate is cheaper if you have a list of hundreds of names.
For businesses with a physical building, consider designing a coupon ad to attract clients. Companies send out a book of coupons advertising several businesses to local residents. The coupons advertise everything from dry cleaning services to sunroom sales. For a price, they can even use your information to design the coupon. A coupon gives people a money-saving reason to come in and try your product.
Business Cards
The beauty of these little cards is that they can be carried any and everywhere. If you love to network, get a business card case and keep it full. Hand out business cards to friends, family and people you meet. Attending a function downtown? Mingle with the other guests and hand out business cards.
Business cards go well with flyers, brochures and purchase receipts. Staple them to flyers and other direct mailing materials. When you ship items, attach one to your catalog to encourage repeat business. Drop one into the bag with the receipt when ringing up purchases. It is a small but effective way to get the word out.
Trade Shows and Flea Markets
Depending on your product, having a venue other than your building is a great opportunity. You get a chance to meet fresh faces and pitch the value of your product to them. At these places, you have the time and space to do demonstrations if you can (cleaning products, beauty supplies, artwork, designs). People can ask you questions if they want. It also gives you a chance to test market new product ideas.
Magazine articles and Columns
We mentioned ads in magazines because people still read them. If you are a writer, they could also be reading your work. Making use of your expertise in a certain area lends credibility to your business.
Let’s say that you are selling gardening tools in your business. A series of articles on gardening in an appropriate magazine will include your picture and resource box with your address information. The same goes for a column. People who are interested in what you have to say can visit your store.
Finally, always keep your eyes open for new opportunities to promote your business! While online strategies are exploding with new technology, don't miss the offline marketing occasions often right under your nose. Remember, just because you're so tech-savvy online now, there are many who are not and maybe only available through offline channels. Yes, the Internet has opened up a whole host of technologies to consider, those that will thrive will find a marketing mix both on and offline. The possibilities are endless, and your business growth opportunities may be closer than you think!
Part 2 Online Marketing Strategies
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