But if you're clever and ambitious, there are plenty of ways to get noticed without spending a bundle. If you haven't tried these seven "guerrilla marketing" ideas, you're not really trying:
- Press Releases. Write and distribute press releases that are newsworthy, and send them to newspapers, magazines, and television and radio stations. If only one media outlet airs the story, you'll have free access to thousands of people. Design the headline to grab readers' attention in as few words as possible. Use active verbs. Get to the point quickly, with a lead sentence that will draw the reader into a convincing piece.
- Trade Shows. Renting space at a trade show can be expensive, but the best shows are a great way to build your business. Have plenty of promotional materials ready to hand out to interested people. When the show's over, follow up. Call your leads in order of importance, but get in touch with all of them within seven days. Above all, keep every promise made at the booth.
- The Internet. Establishing a home page for your business is relatively inexpensive and can reach many people. Use newsgroups that focus on areas similar to your line of business to draw attention to the site. Always include a phone number or email address so that interested visitors can contact you. If you are a retailer, consider putting photographs of your products online, even if you're not ready to let people to order your wares over the Internet. Advertising on Google and other search engines can be an easy and surprisingly inexpensive way to drive a lot of potential buyers to your ecommerce Web site. Read the AllBusiness.com Buyer's Guide The Scoop on Search Engine Marketing to learn how it works and follow a step-by-step guide to getting started.
- Direct Mail. Direct mail results depend largely upon how much you're willing to spend on finding your target market and delivering quality materials to them. The per-customer cost is much higher than you'll pay for print ads, but if you create a finely tuned list of recipients, you will reach more highly qualified prospects. Few small firms are qualified to do their own direct mailings, so find a reliable specialist to do the work for you. Interview at least three or four mailing list vendors before you commit your money to a direct mail campaign.
- Yellow Pages. Most ads get turned into fishwrap within days, but consumers hang onto the yellow pages all year. Remember to cross-reference your listing. If you do yard work, for instance, list your business under landscaping, maintenance, and home improvements. You want your ad to stand out, so consider springing for a larger ad or perhaps even hiring someone to design it.
- Public Service. This is a great chance to do well by doing good. Sponsor the Special Olympics or participate in the annual Rotary Club Christmas Tree sale in your area. Donate your product to local charities or speak to students at area schools about your business. All of these are terrific ways to position your company in a positive light in your community.
- Games and Premiums. Periodic prize drawings can help create interest in a retail store or other business. Promotional materials like T-shirts, coffee mugs, or pens emblazoned with your logo also help spread the word.
Find more advice on Direct Marketing and Market Research at AllBusiness.com. AllBusiness provides practical information and services for business professionals and growing businesses.
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