| So you're starting a small business. You figured out | | | | professionally, and immediately. |
| what you wanted to sell or do and went out and got it | | | | Anything that makes the company or its employees |
| all set up, had your DBA framed and on the wall and | | | | better thought of or more well known is promotion. |
| now all you need is for someone to buy your product | | | | But how do you go about promoting to the masses? |
| or use your service. Right? | | | | Here is a story that could save you thousands of |
| How are you going to go about getting your public to | | | | marketing and promotional dollars, as well as months |
| know you even exist? | | | | or years of experience. |
| Promote! Promote! Promote! | | | | "I was working as the Communications & |
| Well that all sounds simple, but say you're a financial | | | | Promotional Director in a medium size business. We |
| specialist, a boat builder or llama farmer. They probably | | | | were fortunate enough to have our own commercial |
| didn't teach the basic principles of starting small | | | | printing press, that put out lots of very fancy letters, |
| business promotional campaigns in boat-builders' school. | | | | catalogs, brochures and other promotional items, and |
| So what do you need to know, and how do you go | | | | oh yes, envelopes to put them in. My full time |
| about it? | | | | pressman and his helpers, spent several days each |
| Let's start with the "Basic Principles" of promotion: | | | | week getting everything printed, cut, folded and sent |
| What is Promotion? Promotion is making something | | | | over to the mailing house. |
| known and well thought of. | | | | There, they had machines that automated all the |
| Why do you promote? The purpose of promotion is to | | | | stuffing, sorting, addressing and stamping. All in all |
| bring in more business than the worst of your mistakes | | | | everything was going very well. We were sending out |
| and the weakest points of your organization can drive | | | | about 40,000 pieces per week at a cost of about |
| away. Always try to bring in as much business as you | | | | $10,800.00, and getting around 120 to 140 good leads |
| can, and you will always win. Never allow yours or | | | | per week. This generated an average of 2 new sales |
| other people's objections like "our shipping department | | | | per week for a product that cost around $12,000, and |
| just isn't fast enough" or "the box supplies are getting | | | | re-sign income of around $45,000 more. We weren't |
| low", to slow you down. Just keep everyone so busy | | | | growing very fast, but we were making money. |
| that they won't even have time to worry about it. | | | | THEN...911 hit. |
| How do you promote? There are more ways than | | | | Suddenly, nobody wanted to open envelopes. Our |
| you would ever think. Have you ever heard someone | | | | leads were dropping to nothing. We were heading |
| say, "I never promote and I am always busy" OR "I | | | | toward our own disaster like so many other |
| don't have to promote, all my business comes from | | | | companies did. I knew I needed to promote, but what |
| word-of-mouth"? They may not be aware of how | | | | good did it do if nobody read it! |
| they're doing it, but I promise you they are promoting | | | | I was talking to the owner of the mailing house and he |
| somewhere. Maybe they just go around telling | | | | suggested the use of POSTCARDS instead of letters. |
| everyone they talk to, that they don't promote. (Sound | | | | So we decided to give it a try. Unfortunately, I had |
| funny? It's still promoting.) Maybe their larger-than-life | | | | much less money to allocate towards promotion, so I |
| running water faucet in front of their store attracts so | | | | started by sending about 20,000 postcards weekly. |
| much attention that they don't need to do anything | | | | The total cost-per-piece, needing only one day on the |
| else. Well here are some ideas you can do "knowingly" | | | | presses, half the labor at the mail house and a |
| to drive in the business.o Greeting your customers with | | | | substantial decrease in postage, was reduced by |
| a smile is a great place to start.o Calling your | | | | about 60%." |
| customers after they have had a chance to use your | | | | What was the result? Try 120 to 140 leads per week! |
| product is a good way to promote that you care | | | | Why?o You don't have to open a post card!o You |
| about their experience with your organization. It can | | | | see it right away, the bright picture is not hidden from |
| also create an opportunity to make more sales.o A | | | | view by an envelope.o The message leaps right out |
| neatly packaged product, the shipping label on straight, | | | | and you can't ignore it or throw it in the trash unopened |
| promotes that you take pride in what you do.o Always | | | | (the fate of many bulk mail pieces). |
| keep up-to-date brochures or catalogs about your | | | | Postcards are the best medium to reach new |
| business in your reception area for people to see and | | | | customers when starting a small business promotional |
| take with them.o If you have customers coming into | | | | campaign. |
| your business, make sure they are greeted pleasantly, | | | | |