by Elena Fawkner
With all the talk of the importance of search engine positioning, Why do I need to engage in offline promotion when I'm promoting STATIONERY Every item of stationery that leaves your office is an opportunity => business cards PROMOTIONAL ITEMS Tangible promotional items that people see or use every day are Promotional items that lend themselves well to this concept => coffee mugs PRINTED MATERIALS Printed materials are a great way to generate (especially) repeat => Coupons Coupons are great to use as incentives for future purchases. Coupons can also be used to generate new business by making => Gift Certificates Gift certificates are good because they allow your customer to => Product Sheets Product sheets are a way for you to make your existing customer => Brochures Brochures are an effective way to create a professional image and Distribute your brochure whenever you get the chance: carry them Also, get permission to leave a small stack of your brochures in Another good idea is to send your brochure to the editors of your ADVERTISING Advertising can be as simple as placing classified ads in your => Classified Ads Place small classified ads in your local and city newspapers and => Yellow Pages If you purchase display advertising in the Yellow Pages, be sure => Flyers One page flyers advertising your product or service and including => Local TV Guide Your local TV guide can be a good place to advertise cheaply if => Radio Advertising Radio advertising can be an excellent buy for many small => Television Advertising You're not going to be able to afford the high price advertising => Direct Mail Mailing lists of various sizes are available for rent or purchase => Press Releases Press releases can act as a form of de facto advertising. Send NETWORKING Any local community offers ample opportunity for networking. => local Chamber of Commerce EVERY CHANCE YOU GET Last but not least, getting the word out should be a daily habit.
online directories, keyword metatags and publishing your own
ezine, you might be forgiven for thinking that the online world is
the only one that matters when it comes to promoting your online
business. Only occasionally will you see something like "and
don't forget about offline promotion too".
an online business? The reason is simple. The concept of a
paperless office is all very well, but your potential customers live
in an offline world. To get their attention, you need to reach them
where they live. Here's how:
to promote your website. Make sure your website address (URL)
appears on every single piece of stationery including:
=> letterheads
=> envelopes
=> address labels
=> fax cover sheets
=> checks
=> invoices
=> receipts, and
=> reorder forms.
a great way of keeping your name in front of your customers and
prospective customers. Make sure your URL appears prominently
and it will be a constant reminder to visit your website.
include:
=> paper weights
=> pens
=> t-shirts
=> calendars
=> key chains
=> magnets
=> bumper stickers, and
=> car license plate frames.
business when included with product orders. After all, your
existing customers are already predisposed to deal with you so
make sure you take the opportunity to promote your entire line
of products and/or services to give them a reason to return. Here's
a few ways:
Offer a range of coupons including percentage off orders (for
example, "10% off your next order of $20 or more"), free shipping
or free items (for example, "buy one, get one free" type offers).
them freely available around the traps. For example, if your
business is educational software, make arrangements to have a
supply of "30 day free trial" coupons made available at your
local school.
share their discovery of your products and services with friends,
family and colleagues. To be effective, especially in connection
with services, a gift certificate needs to have a tangible dollar
value
to the recipient rather than merely offering to redeem the
certificate
for a particular service. This is because the referral customer
probably has no conception of the dollar value of your service. The
potential customer can, however, readily appreciate the value of a
"$30 toward your purchase of $60 or more" gift certificate.
aware of what *other* products and services you offer in addition
to those they have recently purchased. This need not be any more
elaborate than a one page price list but it can be as extravagant as
a glossy product page replete with photos if your budget permits.
promote your products and services at the same time. Give them
to prospective customers for a quick overview of your business
and to give them a reason to visit your website for more information.
with you wherever you go and hand them out whenever you hand
out your business card. Mail your brochure to current clients to
inform them of additional products and services that they may be
unaware you offer and to prospective clients sourced from rented
mailing lists.
places where potential customers are likely to congregate such as
doctors' and dentists' waiting rooms, local schools etc..
local and regional newspapers together with a letter advising of
your availability for interview as a local expert in your field.
local newspaper or as grand as purchasing television advertising
slots. Here's a few ideas:
include the URL of your website.
to include your URL.
your URL can be printed cheaply and left on car windshields or
distributed via letterbox drops in your local area.
your product or service is of particular interest to a local
geographic target audience. Again, be sure to include your URL.
businesses. Call the sales department of several radio stations
that target your demographic. Be sure to ask about rates for
different times of day and package deals.
exposure that's offered by the likes of ABC or NBC but you
may be surprised at how affordable advertising on your local
cable channel can be. Contact the sales department of your
cable provider for details. This type of advertising is particularly
effective if your product or services is oriented toward a specific
geographic target market.
for direct mailing your offer to prospective customers.
your press release to the editors of print periodicals.
Each networking function you attend is an opportunity to
publicize your business and your website. Consider the following:
=> local industry groups
=> school functions
=> social events
=> charitable organizations
=> community functions, and
=> public speaking.
=> Telephone Every time you answer your business phone be sure to give the => Mail Inserts Include a small insert promoting your business and your website => Word of Mouth Finally, perhaps the most effective and under-appreciated tool of Successfully promoting an online business requires a sound But to focus on online methods to the exclusion of offline does About the Author
Elena Fawkner is editor of A Home-Based Business Online ... practical
caller your website address so they can find out more information
about you and your business. Make sure your website address
is included in the message recorded on your answering machine.
in every piece of mail that leaves your home or office.
them all word of mouth. Talk about your business and your
website at every opportunity and encourage your customers,
friends, family and colleagues to do the same. You would be
surprised at just how many businesses out there owe their
success to little more than word of mouth referrals.
understanding and methodical application of the principles of
online marketing and promotion.
only half the job. Give due attention to offline methods of
promotion in conjunction with your online promotional efforts to
ensure the widest possible coverage of ALL of your potential
markets.
business ideas, opportunities and solutions for the work-from-home
entrepreneur.
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