Marketing on a Shoestring

By: Donna-Marie Coggins - Jacaranda Business Support Services

Good marketing is crucial to successfully running a business and it can cost a small (or not so small!) fortune. But it doesn’t have to. Marketing is not just advertising. There are so many other aspects including branding, awareness and PR – public relations.

It is a good idea for all businesses, regardless of their size or what industry they’re in, to develop a detailed marketing plan. If you don’t have a budget large enough to pay a marketing expert, that’s okay. You can do your research and prepare your own plan. Once you are sure of who you are – your image, branding and what your business stands for – the main thing is that you know who your target market is (i.e. who is your ideal customer?) and where to find them, you know what you want to achieve from your business promotions and you know how much money you have available.

From there, a good marketing strategy includes a mix of paid advertising, PR and generally getting your name out there. If you don’t have a large budget that’s okay; there are many things you can do to promote your business that cost little, if any, money.

As you read over the following ideas, write down any ways you can think of as to how you can implement these tips in your own business.

• Set up a stand at local events.
• Attend networking events and promote yourself wherever possible; take advantage of extra promotions such as for donating a door prize.
• Sponsor a local school event, charity or local sporting event/team.
• Offer free samples/demonstrations – do so in areas where your target market is.
• Donate a product/service for a local competition.
• Hold a competition yourself.
• Offer to speak at community events, local libraries, schools or associations.
• Hold seminars/workshops, either by yourself or in conjunction with another business provider.
• Display flyers/business cards at local businesses where your target market is likely to visit (with that business’ permission, of course).
• Display your business name on your car – either window decals or magnetic signs for the doors.
• Send media releases to the local papers, radio stations and publications, promoting upcoming, newsworthy activities.
• If you don’t have any upcoming, newsworthy activities, create one! Host an event, sponsor a local community event – think outside the square and look for something a bit quirky; something different.
• Develop regular newsletters – at least every 3 months.