Get All Access for $5/mo

How Small Businesses Can Score Big Marketing Wins Without Much Money Just because you're a mom and pop with a limited budget doesn't mean you can't make a splash.

By Frances Dodds

This story appears in the September 2024 issue of Entrepreneur. Subscribe »

When a business is short on money, their marketing budget is often the first thing to go. But when you're a mom & pop, being short on money is the regular state of affairs. Still, there are plenty of low (or no( cost ways to get customers' attention, and rally your community. We asked the businesses on our list of America's Favorite Mom & Pop Shops to share their most "viral" marketing moments, and selected some to inspire you next time you're looking to make a splash.

Image Credit: Courtesy ofAndytown Coffee Roasters

1. Find unexpected (non-internet!) places to reach customers.

"We partnered with a neighborhood filmmaker to make an advertisement to play at our local independent movie theaters. He shot it on 35-millimeter film and it looks so cool. While we do a fair amount of digital and social media marketing, it's nice to reach customers outside of their phones or computers." — Michael McCrory and Lauren Crabbe, owners of Andytown Coffee Roasters in San Francisco


Image Credit: Courtesy of Back Cove Personal Fitness

2. Hand out free swag. It's great advertising.

"We've always offered our clients a free, high-quality T-shirt. I see most businesses charge for that, but I've never understood why. Getting our clients to share their fitness successes with friends, family, business clients, and patients is our No. 1 way to promote our business. I often see clients and friends wearing our swag around town, and I see it as free advertising. When a conversation about our studio is initiated, our clients offer the best advertising available." — Jeff Eckhouse, owner of Back Cove Personal Fitness in Portland, Maine

Related: 5 Small Business Marketing Tactics to See Results This Quarter


Image Credit: Courtesy of Terrance Osborne Gallery

3. Increase your visibility with giveaways.

"I make art, and in the late '90s, I sold a piece for $5,000. Before that, I hadn't sold any originals for over $2,000. I used this money to make prints of five of my best works. I brought them to all the local frame shops in the French Quarter, and gave them two each for free. I left my card saying, 'My work sells well. So when these sell, call me so you can order more.' About 25 frame shops ultimately carried my prints. My work was in every corner of the most touristy areas. I didn't realize what I had done at the time, because I was just trying to bring in some extra income, but flooding the market tripled my household income." — Terrance Osborne, owner of Terrance Osborne Gallery in New Orleans


Image Credit: Courtesy of Paoli Art Shop

4. Share milestones from your personal life with customers.

"I don't do much advertising, because we have a merchants association that does good advertising for the whole town. But my most engaged-with post on social media was a personal one about the shop being closed while my wife and I celebrated our anniversary. Part of the appeal of a small business is knowing the people involved." — John Cioci, owner of Paoli Art Shop in Belleville, Wisconsin

Related: 4 Unconventional Marketing Campaigns That Demanded Media Attention — and What Your Brand Can Learn From Them


Image Credit: Courtesy of Moonshot Coffee

5. Make your customers feel seen, even when it costs you.

"At the start of our second year, January hit and sales dropped off. It was our first postholiday slump. We talked about sales and campaigns, but none of it sat right. Instead, we decided to host a 'Guest Appreciation Day.' When each guest got to the register, we told them, 'Everything's on us today. Thank you for making what we do possible.' People were everything from shocked and happy to embarrassed and giddy. The next day, our sales went back up and didn't slump again. From that day on, we had a completely different relationship with our regulars." — Matthew Wendland, owner of Moonshot Coffee in Seattle


Image Credit: Courtesy of Feltz's Dairy Store

6. Give people something to photograph (and share).

"Our best marketing spend has been on a giant fiberglass cow that sits in front of our store. We are always looking to add something exciting for visitors and thought a 10-foot cow would fit in perfectly on our farm. We hoped it would work as a good advertising and photo opportunity, but it turned out better than we expected. It gets shared on social media often, and when we first got the cow, we did a naming contest that received thousands of submissions — which ended up turning into a story on a local news channel." — Ken and Jackie Feltz, owners of Feltz's Dairy Store in Stevens Point, Wisconsin

Related: 5 Scrappy Ways to Create Quick Marketing Wins


Image Credit: Courtesy of Sound Body & Mind

7. Volunteer your space or services for buzzy opportunities.

"Our most impactful marketing boost came at zero cost to us — in fact, we were paid! Our studio has attracted several photo shoots and TV filming opportunities, including season 12 of American Horror Story. The production team compensated us generously for a four-day studio shutdown, and our space was prominently featured in an episode, garnering local buzz and social media exposure. This exposure not only elevated our studio's profile on a national platform, but also generated interest in the local community. Our members talked about it for months!" — Jill and Adam Levy, owners of Sound Body & Mind yoga studio in Huntington, New York

Frances Dodds

Entrepreneur Staff

Deputy Editor of Entrepreneur

Frances Dodds is Entrepreneur magazine's deputy editor. Before that she was features director for Entrepreneur.com, and a senior editor at DuJour magazine. She's written for Longreads, New York Magazine, Architectural Digest, Us Weekly, Coveteur and more.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Science & Technology

Why Businesses Are Relying on Automation to Survive the Labor Crisis

Robots are revolutionizing industries by addressing labor shortages and enhancing efficiency, while businesses navigate challenges like workforce adaptation and high implementation costs.

Green Entrepreneur®

How Global Business Leaders Can Build a Sustainable Supply Chain

Businesses can build sustainable supply chains by leveraging technology to reduce environmental impact, optimize resources and track emissions while balancing operational efficiency and sustainability goals.

Productivity

6 Habits That Help Successful People Maximize Their Time

There aren't enough hours in the day, but these tips will make them feel slightly more productive.

Side Hustle

'Hustling Every Day': These Friends Started a Side Hustle With $2,500 Each — It 'Snowballed' to Over $500,000 and Became a Multimillion-Dollar Brand

Paris Emily Nicholson and Saskia Teje Jenkins had a 2020 brainstorm session that led to a lucrative business.

Leadership

Visionaries or Vague Promises? Why Companies Fail Without Leaders Who See Beyond the Bottom Line

Visionary leaders turn bold ideas into lasting impact by building resilience, clarity and future-ready teams.

Marketing

5 Critical Mistakes to Avoid When Giving a Presentation

Are you tired of enduring dull presentations? Over the years, I have compiled a list of common presentation mistakes and how to avoid them. Here are my top five tips.