Tired of spending all your money on advertising and marketing that just doesn’t work?  Here are 10 cheap ideas to grow your business without breaking the bank!

1) Market to Former Customers and Clients. It costs less than marketing to new customers. Make them an offer they can’t refuse, such AS $5 off their next purchase.

2) Join Associations, professional organizations, and civic and charitable clubs. Get involved and become a leader. You’ll make great contacts that can lead to future business. Also, thank new members who join your organization by offering them a coupon or sending them a postcard for a discount or something free.

3) Reward Repeat Customers. Offer a frequent-purchase card to track their spending.

4) Use Coupons to enhance your sales. Give them a reason to TRY your business.

5) Follow the Rule of Three:
*Forget cold calls. Make three warm calls a day to prospects whom others have referred to you.
*Collect at least three business cards a day.
*Send at least three notes each day to people thanking them for their business or something they did to help your business grow.

6) Encourage Word of Mouth from Your Family, Friends and Associates.  Your best advocates will be those who already know you and like you.  Encourage them to tell others about your products and services. Sometimes they just need the nudge to get started. And then reward them for doing so.

7) Send press releases prior to having an event or a contest or write articles for publications in your industry.

8) Create and send a newsletter or e-zine (newsletter sent via e-mail) to your customers to keep your business at the top of their minds. Include tips on flower care, positive news events, specials, discounts and coupons.

9) Give Stellar Service with a 100-percent, no-questions-asked, money-back guarantee. It will give your customers a sense of ease in doing business with you and build their trust.

10) Partner with Other Companies to promote your business. Find companies with similar customer demographics that are not in competition with your business and create ways to joint venture with them either on a one-time, long-term or event-by-event basis.

For more tips like these check out Rose Marketing on a Daisy Budget: How to Grow Your Business Without Spending a Fortune by Heidi Richards Mooney

So you want to start a direct mail campaign for 2009, but you aren’t sure where to begin or what type of campaign to run? Before you do, you should know your options.

Here are Eleven time-tested direct mail options for you to consider:

Package inserts ~ a package insert can be anything from an informational brochure to a postcard to a little business card size document. The purpose of the insert is to get the recipient to take an action such as go to a website, call the company for more information, send in a warranty card, redeem an incentive such as a coupon and gift certificate.

Co-op Mailings ~ A form of trade sales promotion where a marketer offers non-competing companies the opportunity to share the cost of mailing to a particular database or group of customers and prospects.  

Postcards ~ an economical way to promote a business or particular product or service less expensively than mailing a letter. Postcards can be very effective because there is no envelope to open and the prospect can see the offer at a glance .

Flyers ~An offer detailed on a single sheet of paper.

Card Decks ~  a package of individual cards wrapped together and mailed to prospects. These decks vary in quantity,  and can contain 60 cards or more, each competing for the prospect’s attention.

Sampling Programs ~ A method of encouraging trying products free-of-charge or very inexpensively.

Statement Stuffers ~ Marketing brochure in a customer’s  billing or account statement containing an offer or brief sales message along with a call to action mechanism such as a short-form, postcard or toll-free telephone number. Statement stuffers are an inexpensive way to market additional products and special offers to current customers.

Catalogues ~ A publication, such as a book or pamphlet, containing  a list or display of products, services and offerings to a specific group of prospects and customers.

Door Hangers  ~ door hanger marketing is where you create a small flier (often in mixed in with a few other direct mail pieces that are included in a plastic bag to be hung on the door knobs of prospects. This form of direct mail is often seen in residential areas however has also been effective in large office buildings (provided leaving them is allowed).

Webserts ~ A websert is a text or graphic link that appears after an online purchase is made.  Webserts are more cost-efficient, offer more accurate source tracking, and can be dynamically served more easily.

Classifieds ~   Print advertising that is limited to certain classes of goods and services, and usually limited in size and content.  Classified ads can appear in print media such as newspapers, magazines and catalogs as well as in digital media such as ezines, online magazines and websites.

In my next post I will be sharing 8 tips to run a successful direct mail campaign.

For a complete list of marketing definitions, visit: Speaking With Spirit and download your FREE copy of the Self-Marketing Dictionary TODAY!

Here are my twelve tips for Successful Tradeshow Exhibiting. Print them out and include in your “tradeshow checklist.”

 1.   Bring plenty of brochures, business cards, flyers and other informational literature to give out to all attendees.

 2.   Create a tradeshow special and promote on flyers, coupons and in the show program.  

 3.   Plan and pre-arrange your display table prior to the show.

 4.   Always dress appropriately and comfortably for your business.  

 5.   Bring a change of shoes. You may start the day with a comfortable pair of shoes, however by days end, your feet will be tired and a change of shoes will give you some relief.

6.      You will need one or two people to staff your booth. If you have extra help, have them walk around the show inviting other exhibitors to stop by.

7.      Add color to your booth, either in the form of flowers, a plant or balloons (if appropriate and allowed).  

8.      See who else is exhibiting and introduce yourself. You may just find a complimentary business to cross promote with.

9.      When talking with people you meet, write notes about them on the back of the business cards you received. 

10.  Put the leads you receive in a database and follow up immediately – Send Out Cards are an excellent follow up system.  You can upload the database and automatically send the cards through the Send Out Cards website.

11.  NEVER take your booth apart early.

12.  Smile and have a wonderful day.

Wishing you much success in planning and executing the perfect tradeshow!

If you have a website (of course you do) then you may have already experienced the power of digital coupons to drive business to your site and even to your brick and mortar locale.

Even if you don’t have a website, chances are good that you have downloaded a digital coupon once or twice, or dozens of times if you are my daughters. In fact, when my girls have to go shopping for anything that costs more than $10 they first go online to see what coupons are available. When they eat out, they look to their favorite restaurants for coupons offers. They check out the shoe store, the technology stores, department stores, specialty stores and more. They never leave home without at least a handful of coupons to use on their shopping “sprees.”

According to a marketing research study conducted by ICOM Research, coupon redemption rates rise when prices and unemployment go up. Knowing that and the fact that 67 percent of US shoppers say they are more likely to use coupons during a recession, it may just make sense to have a coupon program in place on your website.

The study goes on to say that digital coupons tend to have a much higher usage rate than traditional paper coupons. It sited that 58% of consumers responding said their coupon use would increse if they could download it from the internet to an electronically swiped frequent shopper card.

My newly designed retail website ~ Eden Florist ~ has a mechanism in place when anyone becomes a new customer they get a coupon as a thank you. They can use the coupon on their current purchase online or at a later date.

And lets not forget mobile coupons that you can download to you mobile device. Hundreds of merchants around the globe are already offering these to their clients and customers. Mobile coupons are a great way to gain new customers, offer specials to current customers, and grow your existing database. Mobile coupons are also a great way to reach prospects because they have instant access to them and don’t have to download or cut out coupons. They just carry them around on their cell phone or PDA to use when they need them.

Coupons also make a good incentive to purchase early and avoid the rush. What kind of coupon could you offer your customers to encourage them to buy now instead of later? Digital coupons can make sense to small business especially with the high costs of being in business, doing business and living today.

Here’s a couple of sites with digital coupons offered by hundreds/thousands of merchants around the country: DealWorker.com and RetailMeNot. Check them out for ideas and of course to save money!

In a recent issue of Successful Promotions Magazine, Indra Gardiner COO and founder of Bailey Bardiner, a branding strategy firm in San Diego gave the following tips:

1. Create a lasting impression with multiple items – using multiple promotional items will appeal to a greater number of people and is more likely to be picked up and reuse. If you were promoting sunshine, a visor AND sunscreen would be go well together.
   
2. When choosing a tagline, be positive – focus on a message that creates a positive lasting impression.
   
3. Increase the reach of your promotions by going where the people are in mass.
   
4. Qualify your prospects on the spot. For instance if you are working a trade show, it is much better to know if the prospect is likely your target audience when speaking to them than spending time and money following up after the show only to find out they would never be a customer.
   
5. Try a coupon campaign to get them in the door.
   
6. Start a blog. Health professionals love Mom Blogs and other blogs with a strong voice. They cater to them and refer to them, support them and sponsor them.
   
7. Create a new campaign for each season – for instance Winter is approaching so something to do with the season is in line with what the consumer expects. You could also do something they don’t expect like they are doing in Hollywood, Florida during Ocean Days.  Create your own beach themed office party complete with beach blanket, seashells, beach balls, sunglasses and more.  Include a little Beach Boys music and you’ve got your own version of Beach-blanket Bingo.  Invite customers and clients to attend and hand out themed give-aways such as those listed above.

You can read the current issue here: http://www.asicentral.com/asp/open/news/successfulpromotions/Oct08/index.asp

What if all your marketing efforts and intentions were returned to you tenfold this week? What if this week was the next great shift forward in your business?

What would you feel like?

And, what would YOU do next to take action for your business?

HERE IS MY RESPONSE:

If my marketing efforts returned tenfold this week then I would have 11,840 new customers! Whoohooo!

Last week we sent out letters to 37 local restaurants introducing them to my company. In the letter we offered the manager a gift certificate for one dozen roses, we also gave them six certificates for half-dozen roses and included 25 certificates for a free bouquet of flowers.

We invited them to keep the dozen roses for themselves, give the six half-dozens to their best customers and the rest to any customer they choose. We also told them to call us when they ran out of the free bouquets so we could send them more. So 37 restaurants X 32 coupons = 1184 x 10 = 11,840!

I don’t know what the outcome will be because they will just receive them today or tomorrow. Will let you know.

I can tell you we did a similar campaign years ago to less restaurants with excellent results.

Which is why we are doing it again. You see, one of the things I teach my clients is to review their marketing and look for those things that have worked in the past with fair to good results. If the CAMPAIGNS paid for themselves and added to their customer/client base, then look at the campaign to see if it is something they could modify and replicate.

So we took our own advice. Our next action will be to follow up with the managers and listen to their thoughts about the offer. We will undoubtedly pick up some new restaurants and hopefully tap into their customer base as well.

1. Create a compelling headline – if you want the reader to read the rest of the ad, you gotta “grab” her with the headline.

2. Use the five-second rule – according to the Direct Marketing Association, you only have 5 seconds to convey what you are selling.

3.  The offer must be obvious – if the reader has to guess what you are offering, how they can purchase it and where, you’ve lost them.  Period.

4. Don’t make your logo the most important element in the design.  Make the products or services prominent, not your company.

5. Where’s the phone number?  If the reader cannot find the number to call or website to visit (or needs reading glasses to do so), chances are they will toss the add.  Go back to the 5 second rule and subtract 2 seconds.

6. Focus on BENEFITS – what benefits does the reader want when purchasing your product or service.  Make sure your message TELLS THEM!

7. Discounts raise conversion rates dramatically.  Offer a coupon or pe rce nt off when the reader makes a purchase. Make it look like a coupon in the ad and you will see how effective it is when they redeem it.  If they have to visit your business to redeem, they will bring it with them.  If they have to call or purchase online, make sure you include a discount “code” so they can enter it on the order form.

September is National Coupon Month – Recently a customer called about a coupon he got in the mail. The coupon was for cut flowers and the value was $5.  He called to ask if we honored other companies’ coupons. I immediately said yes!  Why, you ask?   The other company paid good money to advertise his product and the customer called my florist.  I was closer geographically and he did not have an allegiance to any shop (up to that point).

By honoring the coupon, not only does my company gain a new customer, we probably gain one for life!  And it only cost us $5… not bad.  According to marketing experts it costs up to six times to get a new customer as it does to keep the ones you currently have.  So when one “falls in your lap” with little effort on your part, it’s a GIFT.  After all, if grocery stores, pharmacies and other retail establishments can honor other companies’ coupons, why couldn’t a smaller business do the same?  And you don’t have to be retail, if you provide a service and you are looking for new business, what a great way to encourage people to give your service a try.  So, if you have a coupon from another florist and you want to redeem it at my shop the answer is absolutely, “We’d be delighted to honor it!

Small Businesses can use big business marketing tactics to grow their business and add to their bottom line.  What other BIG BUSINESS marketing ideas have you seen that you could adapt to your own small business?

I’d love to hear from you!
 

I have used these for a few years now – We send a postcard to our past customers (those who have not purchased in a year or more) using a scratch off incentive. The post card has a Milk Carton graphic with a caption “Missing” – there is a scratch off with a prize which the customer can either redeem in my shop or over the phone. The “prizes” range from $5.00 off your next purchase to a dozen roses. 

Sending these postcards serves two purposes. It cleans up my database – returning those that are undeliverable – and it reminds people to again use my business. We have had incredible success with this program (having done it for about 15 years now). The postcard design changes from time to time, but the message is generally the same.

In addition, this year those postcards that were returned to us undeliverable came in handy for Saint Patrick’s Day. We cut out the scratch off from the postcard and stapled it to a coupon that said “try your luck” When customers came into the store, we gave them the coupon and invited them to scratch it off and redeem instantly. It created quite a buzz and flower sales were up 30% over last year for Saint Patty’s day.

Check out Terra Williams site for some ideas and to order scratch-offs for your next campaign at Easy Scratch-offs.  

1. Create a compelling headline – if you want the reader to read the rest of the ad, you gotta “grab” her with the headline.

2. Use the five-second rule – according to the Direct Marketing Association, you only have 5 seconds to convey what you are selling.

3.  The offer must be obvious – if the reader has to guess what you are offering, how they can purchase it and where, you’ve lost them.  Period.

4. Don’t make your logo the most important element in the design.  Make the products or services prominent, not your company.

5. Where’s the phone number?  If the reader cannot find the number to call or website to visit (or needs reading glasses to do so), chances are they will toss the add.  Go back to the 5 second rule and subtract 2 seconds.

6. Focus on BENEFITS – what benefits does the reader want when purchasing your product or service.  Make sure your message TELLS THEM!

7. Discounts raise conversion rates dramatically.  Offer a coupon or pe rce nt off when the reader makes a purchase. Make it look like a coupon in the ad and you will see how effective it is when they redeem it.  If they have to visit your business to redeem, they will bring it with them.  If they have to call or purchase online, make sure you include a discount “code” so they can enter it on the order form.