Tactics for Promoting Your Business or Organization

Implement a promotions plan. Map out how you are going to promote your product or service to the right people, and hold yourself accountable for the results. Plans are made to be changed, so test for results, and then evaluate for possible improvement.

Send out a press release. This can be better than advertising when media picks it up. Consult an experienced professional public relations person for best results.

Distribute your business card in networking situations. Personal encounters with potential customers are more valuable when they have your contact information. Also, consider putting a special offer on the back of your business card for first-time customers. Your business card can double as a sales promotion tool. Order your cards with different offers for different customer groups, or with a reference to a specific landing page on your Website for offers and information for that specific group.

Hang a flag, banner or magnetic sign. As a friend of mine says, "A business without a sign is a sign of no business."

Create a targeted sales brochure. It is better to deliver a targeted message to a few people than a general message to everyone. Identify what you have to offer to specific groups of customers, and make your sales pitch to them specifically.

Write a newspaper column. Become a recognized expert in almost any field by publishing a column. I know a person who knew nothing about a certain subject, proceeded to learn all she could about it, had someone at a magazine write their column for her, and she then proceeded to become a sought-after national speaker, expert and seminar instructor. She lacked a little confidence at first in what she was doing, so she offered a "money-back guarantee" to anyone who did not find value in her seminars. No one ever asked for their money back. Her skill was not in writing, only coming up with the basic ideas, so her column which made her famous continued to be written and edited by the publication with her approval.

Leave a stack of flyers where they can be found by potential customers. If you are going to promote a dance event, leave a stack of flyers at dance studios and dance halls where dancers frequent. This is a way to promote your event, service or product to a target group of people.

Put your URL on your business card, sign and advertising. Get the message out loud and clear by using every opportunity you have to promote your Web presence.

Hire a top band or master of ceremonies. This can draw more people to your event, and make it memorable. The people at the microphone give additional credibility to your cause as well.

Two-for-one coupon. This is a proven tactic for introducing people to your business, and giving you a short-term boost in traffic.

Buy a booth at a tradeshow or event. This is a proven way to introduce potential customers to your business, and an opportunity to liquidate slow selling merchandise which may appeal to the attendees at a bargain price.

Brand yourself. Define your business with consistent graphics, business style, and messaging.

Have a presence at a citywide or international event. Extend your visibility to a larger group of potiential customers with a float, inflatable display, banner, or advertising in the event program.

Send out a direct mail piece. If know who your potential clients are, stay in front of them with a printed mailer offering them something they need. Very targeted mailing lists are also available for a reasonable cost.

Appear on a radio talk show. Special events, artists, musicians, book authors,and political causes have picked up on this tactic.

Send out a press release. This can be better than advertising when media picks it up. Consult an experienced professional public relations person for best results.

Develop a mailing list. Preserve that list of past customers and people who have requested information. They already have had an interest in your business in the past, and are more likely to return if they know you're thinking of them. The same applies to emailing as well as "snail mail."

Publish testimonials in your literature and on your Website. You might even consider putting it right on your product packaging! They are powerful statements that build trust in your business or product.

Participate in cooperative advertising. Partner with other companies serving the same customer base. Shared advertising can reduce the cost for everyone, and everyone can participate in getting additional exposure. Cooperative advertising programs are organized and promoted by industry organizations such as convention and visitors bureaus (CVBs), chambers of commerce, and other industry trade organizations. Your advertising agency can even organize your own cooperative advertising program with several willing partners.

Wrap a bus, car or train. Vehicles which travel through your prime business districts are ideal. Wrap your own business delivery vehicles with advertising for your business. Call me for more information on how to do this: 619-203-0522.

Email your marketing and special interest news directly to your clients. Create special mailings for valued customers who "opt-in" to receive your offers.

Sell gift certificates. Your clients can share the joy of doing business with you by purchasing gift certificates for their customers.This is a great promotion for restaurants, coffee vendors, special events, and personal services.

Join a business networking group. With a little investment of time, you can get everyone in your business group to become part of your sales force. Here is information on the business networking group I belong to which meets on Tuesdays mornings. Website.