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Big-time marketing on a small-time budget

If an iffy economy and a tight fist at the top are telling you that every dollar needs to work harder, not to worry. There are creative ways to stretch your marketing budget to reach a wider audience at lower cost, and they’re right at your fingertips.

Be realistic.
Make the most of your limited budget by thinking creatively. TV and radio ads, glossy brochures and flash-enabled websites can work magic – making your marketing budget disappear in the wink of an eye.

Instead, consider using low-budget, high creative marketing to get your message out. Lots of marketing “tools” like your website, e-newsletters and blogs can do a lot more than you may think.

Do you really need a…..(fill in the blank)?
Brochures and the like are great ways to promote your business, but before you invest time and money, ask yourself – and others – some pointed questions. Lots of companies will tell you they have boxes of costly brochures gathering dust. Fact sheets are low-cost substitutes. You can print them as you need them, letting you update your capabilities, client list, changes in address or phone information.

Increase your marketing impact by using multiple channels. The more you stretch your marketing dollars to reach your target market, the higher the impact of your marketing message. Prospects are much more likely to become buyers if they:

• Read about your company in the newspaper,

• Attend a seminar and take home a brochure and

• Visit your website.

Target, target, target.
Going after the right customer is essential. Target small niche markets and forget the mass market. If your target is brides-to-be, place your ad or flyer in local bridal shops, special fashion shows and targeted publications. Don’t waste precious ad dollars by placing your message in mass publications.

Are you newsworthy?
A reference about your company in the media or from the right person will deliver your message at low – or no – cost. Even if you haven’t saved a puppy from drowning lately, doing a bit of pro-bono work will get you a positive mention.

The mother of all referrals.
Of course, the best and most cost-effective way to reach new customers is by referrals. A happy customer will get you further than just about anything, so the time spent encouraging and creating regular customer referrals will be well worth it – many times over.

 

Allison Nazarian is president and chief copywriter of Get It In Writing, a Florida-based company that helps businesses nationwide harness the power of words to sell, inform and publicize. Allison can be reached at 561-989-8555 or anazarian@getitinwriting.biz.

Copyright© Get It In Writing, Inc. May be reprinted without permission of Get It In Writing, Inc and Allison Nazarian if in full, unchanged format and with complete attribution to author.

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