3. Get good "marketing mileage." Elevate your
efforts so they include many opportunities for attention. When
Daryl Lynn O'Connell, 38, opened Anita's Joy Gift Shoppe,
she saw the value of working with charities. But rather than just
cutting a check, O'Connell makes events out of their
fund-raisers. The charities get a forum for raising money and
cultivating relationships, and each soiree brings customers into
the shop.
Besides using news releases, O'Connell publicizes events by
posting signs in her store, sends mail to her customer list and
taps the charities to spread the word. Because she works with
nonprofit organizations, her events get picked up as free public
service announcements on radio stations. The result is more
marketing mileage than she would have gained by merely making a
donation. Since launching in 2000, Anita's Joy has moved to a
bigger store in Manasquan, New Jersey. O'Connell believes her
promotions played a large part in building her customer base.
"When they realize they're taking part in a
fund-raiser," she says, "they return again and
again."
4. Partner up. By partnering with other businesses in
your marketing efforts, you can expand your circle of influence and
slash your budget. Jennifer Graham, 27, owner of Le Palais
Boutique, a bridal shop in Grand Junction, Colorado, has teamed
with a photographer and a florist to pass around each other's
marketing materials. Because they all targeted the same
market-brides-the arrangement boosted business as the three
businesses referred and promoted each other.
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Pounding the pavement for partners worked for 37-year-old Dawn
Forrest Armstrong. Her Phoenix company, K-OS Designs produces
reflective stickers for motorcycle and other helmets. Armstrong
sought endorsement from national and international safety
organizations and used their testimonials in her marketing, giving
her credibility with prospects. The organizations also link to her
Web site. The increased traffic has resulted in double-digit
increases in annual sales.
5. Find diamonds in your own backyard. Every time you
reach out to customers, you have an opportunity to reinforce your
marketing message. By using vehicles you already have, you can
increase your outreach and get more business from existing
customers. For example, turn monthly bills into opportunities to
mail buying suggestions based on past purchases or to share good
news about your company.
When Boston-based Palladion Services Inc. received a coveted
write-up in The Boston Globe, the company turned it into a
promotional mailer. As a result of the company's reputation,
built through its marketing and service, customers are often
referred to Palladion. "When people make a referral, they want
to be sure you're going to do the job well," explains
partner and vice president Patrick Knight, 36. "By showing
them we received this positive coverage, we reinforced the fact
that our reputation is well-earned."
Within your place of business, you may have ample opportunity to
inexpensively reach out to old and new customers. When Armstrong
got her business started, she had little budget for trade-show
space. Instead, she attended motorcycle rallies and handed out free
samples of her product as a "gift" to those wearing or
carrying their helmets.
"That started a dialogue about the product," she says.
"I got great customer feedback and new ideas for a cost of
about $50."
Marketing Mishaps
While there are plenty of ways to mess up a marketing campaign,
new business owners typically fall prey to four particular
pitfalls:
1. Saying too much: When you jam too many messages into
any one marketing vehicle, you risk losing your audience entirely.
Focus on one or two key messages for each marketing effort.
2.Being inconsistent: If each piece of your print
marketing materials looks as if it's from a different company,
you're not likely to be effective.
3. Cutting your marketing budget first: When cash flow
dips, it's more important than ever to keep up your promotional
efforts. Don't be tempted to make marketing your first cut when
it's time to slash expenditures.
4. Hiring a big agency with a small budget: Like most
businesses, advertising, public relations and other marketing
consulting agencies come in different sizes and price points. If
you need to hire help on a shoestring, look for a small to midsized
agency where your dollars and your business will be treated with
the respect they deserve.
Originally published in the February 2003 issue of Entrepreneur's StartUps
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