How to market my business by Data Rich Australia
Use One Message: A high response rate advertisement
usually conveys a single message. Your small business advertising needs to
quickly communicate its core message in 3 seconds or less.
Add Credibility: It has become human
nature to distrust advertising. Australians especially respond to direct
honesty. Think about your favourite ad on TV – why does it appeal to you?
Research on www.youtube.com to see the most popular advertisements in your
industry. You don’t need to go to the expense of having a TV ad; you can incorporate
the themes into your website.
Test Everything: Large businesses have a
greater margin to waste capital and resources without testing advertising.
Small businesses do not have the luxury. Testing can be as simple as asking
every customer for several weeks how they heard of your business.
Easy to Contact: Every single brochure, box, email and all company
literature should have full contact information including: website and email
address, phone and fax numbers, and company address. It seems simple but is
forgotten by most companies.
Match Ads to Target: Successful business
advertising speaks to one target market only. Focus the message to the target
Create Curiosity: Successful business
advertising does not sell a product or service. Create ads that generate
interest and make the customer want more information.
Having a poor response is not the medium's fault.
Often the problem is the message. Small business advertising is not a quick fix
solution to marketing your company. It takes planning, testing and constant
exposure to have an impact on your small business. Done correctly, small
business advertising can be a winning strategy.
TRADES INDUSTRY - PLUMBING, ELECTRICIAN SERVICES ETC
calendar for customers with your business name and contact details on it. If
people have a simple thing like this in their house for a whole year your
business is the first they will call – remember, consumers will usually go for
the easiest option – if they have to search too hard they will choose the first
business they find. Don’t waste your time with coasters or other items that are
Print the products you sell or services offered
on the back of your business cards.
Always carry business cards with you. Give them
freely and ask permission to leave them in places your target market may visit
– if you are driving past a building site, don’t be afraid to drop in and make
your company known to the site manager, you never know when an opportunity may
Join a trade association or organization related
to your industry.
Develop a brochure of services your company
offers, a local letterbox drop off is a cheap way to promote your services –
but make it stand out.
Befriend as many Property Managers as possible
from your local Real Estate Agencies – reliable and reasonably priced
tradespeople are always in demand.
Print a tagline for your business on letterhead,
fax cover sheets, e-mails and invoices.
Develop a website to showcase your products,
services and accommodated areas. Use a memorable URL and include it on all
customer testimonials in your printed literature – in your industry this is especially
important – and a new aspect that most business’s in your sector would not even
consider. If Clients find tradespeople they can trust they will tell everyone
about your company.
monthly after-hours gathering for your employees and their friends/relatives.
It’s a great way to network with people from other industries, and present opportunities
you may have never even thought of.
free t-shirts with your logo to your staff to wear.
Be involved in the local community, if people
know you personally they are more likely to think of you when they require
Consider your local area and its need’s. Are you
in a prime development area? If so make it your business to target the building
companies – many times if they are behind on jobs they will call in services of
outside tradespeople. If you are situated in an area which is well established
consider the main issues consumers face and target it.
Remember the industry you are in and ensure the
message flows evenly through all forms of media.