Get your name in front of consumers at the places they gather.
If you don't have the budget for an advertising campaign, if your local media choices haven't worked for you, or if you want to supplement your advertising, you've got many alternative options for marketing your business. Promotions, public relations and sponsorships are just a few of the methods you can use to create a buzz about your product, service or business.
Public Relations
You can increase your presence in the marketplace with coverage in newspapers and magazines, or on television or broadcast stations, generated by a public relations campaign. Public relations has many definitions, but it's essentially creating news around your company. For example, the fact that you're having a buy-one-get-one-free dinner promotion at your restaurant is not news. Your head chef winning a prestigious award is. Look for news that will interest the readers, listeners or viewers of your local media outlets. You can create news by working with local charities, providing a scholarship, winning awards, giving an award to a staff member, opening a new store or hiring new staff.
Promotions
Unlike public relations, promotions cost money. Like advertisements, promotions let you control the message. In-store promotions include discounts, specials, sales, celebrity appearances, on-site radio remote broadcasts and contests. If you sell a manufacturer's product or national chain's service, they may have promotions for distributors or franchisees, such as in-store displays, free samples, rebates, contests or discounts.
Sponsorships
To increase awareness of your brand and to create customer loyalty, you can sponsor sports teams, charitable events, sporting events, concerts, festivals or sports venues. You can sponsor youth or adult sports teams that eat at your restaurant after games. You can participate in the annual dinner or ball of a local charity. Get involved with music concerts or festivals. Negotiate signage at events. This can include your name and logo on marketing and registration materials; a table or booth at the event; a personal appearance at an event, such as presenting a check or trophy to a winner; and access to mailing lists of participants.
Direct Mail
If you can obtain targeted mailing lists that contain large numbers of potential customers, direct mail might be a good alternative to advertising. With advertising, you pay to reach all the readers, viewers or listeners of media outlets, including many who don't buy your product. Direct mail is a cost-effective way to get a postcard or letter to the people who've demonstrated a desire for your product or service. For example, if you have a local court reporting service, you may be able to purchase lists of the local attorneys in your area.
Tags: your product, concerts festivals, local media, mailing lists, media outlets