Let’s back up to the tools portion of your communications plan for a minute. This is where many may get stuck because of the number signs floating around their heads.
Yes, you must have a budget for promoting your business. You know your business better than anyone, so you know how much you have to spare. Now, don’t go deep into debt making outrageously priced television advertisements or brochures, but do have at least a couple of thousand dollars you can invest wisely.
Decide on a few higher priced communications tools that you would be interested in utilizing, but before you invest that money, follow these tips:
Television advertising can be pricey, especially if they make the commercial. Check and see if they run specials if you advertise monthly or weekly – this can help cut down the budget while getting you some play during those times people watch the most – during the national and local news and primetime. Also, if you can’t fork over the production fees, call a local college up for help. Most colleges have a Radio, Television and Film program, and students are always looking to add work to their portfolio. Just because it may be cheap doesn’t mean you can expect low quality – students may have an edge over professionals because they are learning the tips of the trade in the now, not 20 years ago.
Billboards are a relatively good way to promote your business. They tend to be fairly priced and usually offer discounts when ran for more than 6 months. The key is getting the best location possible. You want the most bang for your buck, so be sure to get traffic count numbers before deciding on a billboard location. Also, another way to cut on production costs is design your own billboard. If you aren’t good at graphic design, you probably know somebody who is. All they need to do is ask for the billboard measurements, put some graphics software to good use, and send the billboard company the artwork. This can save up to $1,000 easy.
Every small business needs a nice promotional piece to give clients. Brochures, business cards, magnets, etc. are a great way to get your name, number and services out there. Remember – over 90 percent of people call on a business based on word of mouth. Yes, seems silly to spend all that money on advertising when you can do it for mere pennies. Be sure to have a brochure specifically designed for your business – you may want to hire a professional because they are in the business of knowing how to catch people’s eyes, as well as how to make things sound just perfect. Once you have a brochure that contains your company’s name, contact information, services offered and testimonials, print at least 500 to 1,000 immediately. Every time you meet with a client, hand them two brochures – one for them, and an extra for a friend. If they are satisfied with your service, they will let others know. Also, purchase a promotional item to giveaway to customers. Magnets, pencils, pens, flashlights – you know what best fits your company. Have them printed up with your contact information and hand them out. This is a great way to stay in a person’s home even after the brochure has been passed around. People like to use who they are familiar with, and your magnet may be just the reminder of their experience with your company.