Marketing strategy… when there’s no money.
How do you expand your business without breaking the bank? There is a 10 ft. rule, anyone within that parameter is fair game, as long as you aren’t selling them anything.
Making friends in that “new circle” is your strategy. Winning them over with sincere enthusiasm is your goal. As is true with most start-up businesses, operating capital is usually minimal and does not stretch very far.
Engage in ways that others can enhance “getting the word out” about your new venture. Contact newspapers, with buzz about you and your product. Find area magazines that can interview you.
Prepare a contact sheet about yourself and your product with interesting facts, ideas and your business concept. This creates immediate interest and makes an interview more interesting. Your interview will be framed more favorably and you will come across as an expert. Radio interviews are a must, as are television segments.
If you are not the best spokesperson for your company or business, have an enthusiastic employee represent you.
Look for other ways that open doors. If you have purchased materials to make your product, use that company as a spring board. Ask them for referrals and network with their channels.
Offer incentives for networking, with a “pay it forward” concept. Gift cards are usually cheaper than a big ad campaign, so create opportunities for employees or business relationships to be rewarded for their referrals.
Also take names, contact information and email addresses of everyone you talk to about your book or business. Keeping in touch builds a personal relationship. Remember intimate details about potential customers or clients, by using a log. When we make someone feel important, it means so much more.
Word of mouth travels fast, make it positive in nature. Take a small amount of your inventory (or offer one of your services) and distribute it for free, to give ownership to the recipient. Then ask them for a reference or a review on your website, or in a product brochure.
Follow up as often as you can. A minimum of 3 times of contact with a potential buyer creates an impression. However, each of your approaches should be slightly different, but with the same goal in mind.
Try email, a phone call or a hand written note. Hand address all physical correspondence. It is more memorable and will have a greater chance of being opened.
Lastly, believe in what you are doing, if you don’t no one else will! Your enthusiasm will be contagious, others will be wanting to be a part of your dream.
Create urgency as your buyers will be inspired, to “act now!”
Written by Karen Barbee, author of The 406 Table