07/ 13/ 2005
by Jeffrey Moses
The topic of getting free advertising can never be exhausted. Most media advertising is expensive, especially for small, start-up businesses.
The following list includes ways for a small company to spread the word about its services and products to the public at no cost –– or as close to no cost as possible. Most small businesses can benefit by integrating one or more of the following methods into their ongoing marketing efforts.
Contact and re-contact current and previous customers
It’s often said that keeping a customer is less expensive than getting a new one. Take advantage of work you’ve already done by calling, writing or e-mailing your customers. Encourage them to visit you again. Offer new products and services, price reductions, special “customer-only” sales and buy-one-get-one-free specials. The most effective way to bring back customers is to address their special needs. This means keeping records of their purchases and interests. If you don’t have a customer list or record personal information about customers, now is the time to start.
Contact your competitors and ask if they need to outsource some of their work.
Contacting a competitor may seem counterintuitive to your small business’s growth, but next to the technique described above, this is the best way for a company to take on new work at little cost. Who knows? The competitors you contact might have an overflow and be grateful for your call. If you can help them satisfy an important client, they’ll look to you for future help. Remember, though, they’re not going to give you the easy work. They’ll be interested in your help only when they have a tough deadline they can’t meet.
Send out press releases for newsworthy events in which your company and staff are involved
Never send out fluff press releases. Newspaper, magazine, industry journal and radio staff will see through them and put you on their “circular file” list. But when you can provide interesting, tangible news, your media contacts will be grateful. They have space to fill and are always looking for important, suitable news. Examples of suitable press release information include: important new clients (always secure written permission of your clients before including them in a press release or other advertising), company certification obtained, new staff, staff education or awards, new services offered, associations joined or charity work provided.
Network
Talk with everyone you know about your products and services. Join clubs, trade associations and any other type of organization that will allow you to meet potential customers. The best networking occurs when you’re not speaking directly about your business. If you’re genuinely interested in others and what they do, they’ll be interested in what you can offer. Again, always ask for referrals. That’s what networking is really about.
