Small Business. Super-sized Brand (Part 2)

Cheap Tactics

Now, you’ve plotted your vision on the map, you know your engine pretty well or at least you know what type it is, and you’ve got a comfortable position to steer yourself right into the heartland of that target market.

And it’s often at this point that people say they have so much more confidence.

Now we just need a few cheap tactics – and by cheap I mean inexpensive. Integrity is vital.

It’s extremely difficult to get new people to try your business. If you open a business – your target market will often have a care factor of zero, a lot of inertia, and a lot of other choices.

What can you do?

Give it Away

One simple thing you can do is to take any money you would spend on advertising and instead use it to give away your product or service.

Say, for example, you’re a café. You could spend a hundred bucks printing up a voucher offering people a free cup of coffee or a free sandwich or soup. That way, you get word of mouth and some new repeat business.

The rationale is that it’s 5 times easier to get someone who is familiar with your business to come back than to get new business.

If you’re a professional or you operate with other businesses, you could offer a free information pack that would be of interest to your target. Or a free consultation.

Blogs & Newsletters

This one is especially good for professionals.

By creating a newsletter or an emailed newsletter people will remember you.  It’s good because it shows that you’re an authority in your field.

The topics of your newsletter don’t have to be limited to it. They should be of interest to your target market.

And for example, I got a good one recently from a legal firm – who said that the sound Ping has now been trademarked by McCain Frozen Foods, so whatever you do, don’t do the Ping.

And I don’t really need to know that but I think it’s interesting and if I need a marketing law firm I’ll use JM because they have a presence in my mind.

So to re-cap:

Shows you’re an expert in your field.

Write with your Target Market in mind.

Use 6th grade English. Not because you’re audience is stupid, but because there’s so much information in the world that everyone appreciates simplicity.

 Incentive Programs

A simple idea that a lot of businesses use.

This is done to get repeat business. It could be as simple as the coffee shop that clips your card and gives you every tenth coffee for free.

Subway the sandwich shop gives you little stamps and you get a free sandwich when you’ve filled your card.

A lot of book shops, including Angus and Robertson give you  a free book when you purchase 8 full priced books.  Soul Destiny gives you $25 voucher when you buy $100 worth of books within a 12 month period.

If you have a professional business, you may be able to provide something like dinner for two at a nice restaurant or tickets to something that your target market would like if they give you a substantial type of business.

One interesting thing in the Australian Pleasure Survey showed that money wasn’t the best motivator. People generally prefer experience-based rewards.

So, to re-cap. Incentive programs can help get new and repeat business.

You can offer your own product or another kind of product that will appeal to your target market.

When deciding on the incentive, keep in mind that people value time and experiences more than money.

That’s 3 ideas. By all means, test out and customise top your own business. If it doesn’t work, change it or drop it. Stick with what does work.

What do you do? 

If you have any marketing ideas, I’d love you to share them. There’s probably a lot of great ideas that you already have that work for you.