Q: We began a small graphics business to generate a
second income. We've expanded our services and have extremely
satisfied customers. We want to expand more within our own region,
but I work full time, which limits my face-to-face marketing time.
Our prices are reasonable, and we deliver high-quality products and
good customer service. We've won 2 ADDY awards for advertising
animation, but the jobs just trickle in. How can we increase our
sales with a limited budget and get our clients to utilize us more
often?
A: It's not uncommon for part-time businesses to
encounter the types of problems you describe. Here are four ways
you can improve your marketing results:
1. Create a "sound" image. When prospects call
during business hours, do they encounter an answering machine or
have to wait until after hours to have their calls returned?
Switching to low-cost voice mail with multiple mailboxes from the
phone company will allow your prospects and clients to get
information when you're unavailable and create a more solid,
stable image for your business. Carry a portable phone to return
calls from prospects and clients while on breaks during business
hours.
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2. Set up a low-maintenance marketing program. Create a
marketing program that relies on simple tools you can prepare well
in advance that require minimal attention during business hours.
You might create a postcard series that shows some of your
ADDY-winning work. Create all your direct-mail pieces, have them
printed at one time, and purchase a list of targeted businesses for
multiple use. Then have your mailing house send them at designated
intervals-say, one postcard mailing every six weeks. Do the same
with small space ads: Develop all the creative elements at once,
place the schedule well in advance, and leave it to the media to
run the ads on designated dates.
3. Communicate regularly with past clients. A monthly
broadcast fax newsletter is a terrific way to stay in touch with
existing clients, and it's considerably less time consuming
than doing it the old-fashioned way-printing or copying, folding,
stamping and mailing. Create a one-page newsletter using a desktop
publishing program. Then use a fax software program, and with a few
mouse clicks, your computer will do the rest of the work.
4. Add face-to-face tactics. Consider partnering with
someone who operates a similar business full time. That way your
partner can attend networking functions and meet with prospects
during business hours on your behalf, and you can expand the size
of your business without adding staff.
Kim T. Gordon is a multifaceted speaker, marketing expert and
media spokesperson-and one of the country's foremost experts on
entrepreneurial success. Her newest book, Bringing Home The
Business (Perigee, $13.95, use http://www.smallbusinessnow.com/books.htm), identifies
the 30 "truths" that can make the difference between
success and failure in a homebased business. From formulas for
positioning a business and creating an image to Internet marketing
strategies and tips for work-at-home parents, by reading just one
truth per day, in one month, readers will master a complete course
on homebased business success. To read an excerpt, get information
on media appearances and seminars, receive free how-to articles and
advice, or contact Kim, visit http://www.smallbusinessnow.com.
The opinions expressed in this column are
those of the author, not of Entrepreneur.com. All answers are
intended to be general in nature, without regard to specific
geographical areas or circumstances, and should only be relied upon
after consulting an appropriate expert, such as an attorney or
accountant.