Do-It-Yourself Business Promotion

Even if your budget cannot accommodate an outside consultant you can still launch your own promotion.  Remember, too, that what you can save in money, you’ll spend in time. Here are some tips:

1. Conduct your own market research.

State and federal governments collect lots of useful data – so do trade associations and local chambers of commerce. Know your target market and potential costumers. Find out what they want. Study the product you intend to offer, and test if it would work out for your target consumers.

2. Study the environment – and the competition.

Keep apprised of the legal and technological changes affecting your business. Watch what rival organizations do and how successful they are.

3. Get involved selectively.

Become a member of the professional and trade associations with real stature in your industry and community. This will keep your name in circulation. If appropriate, sponsor a local team or an event related to your field.

4. Pay attention to details.

Do you have a distinctive logo? Maybe you need a design overhaul; outdated stationery serves as a negative advertisement.

5. Use direct mail.

Buy appropriate mailing lists or generate your own. To distinguish your letters from junk mail, print addresses directly on the envelope, and use first-class stamps instead of metered or low-rate postage. When using email, do not spam. It devalues the image of your company.

6. Toot your own horn where warranted.

Don’t overlook the publicity value of new services, products and employees. Send brief press releases to local newspapers and trade publications, which are hungry for material.