| So you're starting a small business. You figured out | | | | and take with them. |
| what you wanted to sell or do and went out and got it | | | | - If you have customers coming into your business, |
| all set up, had your DBA framed and on the wall and | | | | make sure they are greeted pleasantly, professionally, |
| now all you need is for someone to buy your product | | | | and immediately. |
| or use your service. Right? | | | | Anything that gets the attention or interest of the public |
| How are you going to go about getting your public to | | | | for the company, its employees, its products or |
| know you even exist? | | | | services (in a positive way) is promotion. |
| Promote! Promote! Promote! | | | | But how do you go about promoting to the masses? |
| Well that all sounds simple, but say you're a financial | | | | Here is a story that could save you thousands of |
| specialist, a boat builder or llama farmer. They probably | | | | marketing and promotional dollars, as well as months |
| didn't teach the basic principles of starting small | | | | or years of experience. |
| business promotional campaigns in boat-builders' school. | | | | "I was working as the Communications & Promotional |
| So what do you need to know, and how do you go | | | | Director in a medium size business. We were |
| about it? | | | | fortunate enough to have our own commercial printing |
| Let's start with the "Basic Principles" of promotion: | | | | press, that put out lots of very fancy letters, catalogs, |
| What is Promotion? | | | | brochures and other promotional items, and oh yes, |
| Promotion (pro-mō′-shun) n. Anything, as | | | | envelopes to put them in. My full time pressman and |
| advertising, public appearances, etc., done to publicize | | | | his helpers, spent several days each week getting |
| (get the attention or interest of the public) a person, | | | | everything printed, cut, folded and sent over to the |
| product, event, etc. The New Webster's Concise | | | | mailing house." |
| Dictionary2003 Encyclopedic Edition | | | | "There, they had machines that automated all the |
| Why do you promote? | | | | stuffing, sorting, addressing and stamping. All in all |
| The purpose of promotion is to make sure people | | | | everything was going very well. We were sending out |
| know you are in business. You promote because if | | | | about 40,000 pieces per week at a cost of about |
| you don't, you won't make it in business. You promote | | | | $10,800.00, and getting around 120 to 140 good leads |
| because it is communication that you need to engage | | | | per week. This generated an average of 2 new sales |
| in in order to survive. You promote in order to expand | | | | per week for a product that cost around $12,000, and |
| and get the attention or interest of the public for your | | | | re-sign income of around $45,000 more. We weren't |
| products or services. You promote because if you | | | | growing very fast, but we were making money." |
| don't, no one will know you exist and no one will buy | | | | "THEN...911 hit." |
| from you and...well, you get the point. | | | | "Suddenly, nobody wanted to open envelopes. Our |
| How do you promote? | | | | leads were dropping to nothing. We were heading |
| There are more ways than you would ever think. | | | | toward our own disaster like so many other |
| Have you ever heard someone say, "I never promote | | | | companies did. I knew I needed to promote, but what |
| and I am always busy" OR "I don't have to promote, all | | | | good did it do if nobody read it!" |
| my business comes from word-of-mouth"? They may | | | | "I was talking to the owner of the mailing house and he |
| not be aware of how they're doing it, but I promise you | | | | suggested the use of POSTCARDS instead of letters. |
| they are promoting somewhere. Maybe they just go | | | | So we decided to give it a try. Unfortunately, I had |
| around telling everyone they talk to, that they don't | | | | much less money to allocate towards promotion, so I |
| promote. (Sound funny? It's still promoting.) Maybe their | | | | started by sending about 20,000 postcards weekly. |
| larger-than-life running water faucet in front of their | | | | The total cost-per-piece, needing only one day on the |
| store attracts so much attention that they don't need | | | | presses, half the labor at the mail house and a |
| to do anything else. Well here are some ideas you can | | | | substantial decrease in postage, was reduced by |
| do "knowingly" to drive in the business. | | | | about 60%." |
| - Greeting your customers with a smile is a great | | | | What was the result? Try 120 to 140 leads per week! |
| place to start. | | | | Why? |
| - Calling your customers after they have had a | | | | - You don't have to open a postcard! |
| chance to use your product is a good way to promote | | | | - You see it right away, the bright picture is not hidden |
| that you care about their experience with your | | | | from view by an envelope. |
| organization. It can also create an opportunity to make | | | | - The message leaps right out and you can't ignore it |
| more sales. | | | | or throw it in the trash unopened (the fate of many |
| - A neatly packaged product, the shipping label on | | | | bulk mail pieces). |
| straight, promotes that you take pride in what you do. | | | | Postcards are the best medium to reach new |
| - Always keep up-to-date brochures or catalogs about | | | | customers when starting a small business promotional |
| your business in your reception area for people to see | | | | campaign. |