With 100-some employees and $10 million in annual revenue, Washington, DC-based software development firm Cynergy Systems doesn't exactly need to watch every promotional penny. But founder and president Carson Hager emphasizes the company's use of creative, low-cost marketing techniques. "Traditional advertising does not really work for us," says Hager, 36. "We don't have millions of dollars sitting around to spend on it."
There's a lesson there: Before you shell out big bucks for your next promotional push, check out these 21 low-cost ways to get more attention for your business.
1. Blog all about it
Set up a free blog on Wordpress.com or Blogger.com, and begin writing interesting commentary that relates to your business, says Hager. To drive traffic, comment on other topic-related blogs and include links back to your own blog. No time to keep a solo blog? Wendy Kobler, founder of marketing and public relations firm Kobler Communications, suggests contacting bloggers in your field who might welcome guest bloggers. You get the benefits of reaching an interested audience without the time commitment of building a blog on your own.
2. Cultivate loyalty
Loyalty programs encourage customers to come back frequently, says PR expert Denise Dorman, founder of WriteBrain Media. When they join, they should "immediately receive an exclusive and amazingly cool product," she says. Then, arrange for communications about members-only shopping previews, sales, inside scoops on important industry information, or even products or services exclusive to the company's best customers. Reward repeat purchases with discounts, gifts or other incentives. Track the success of the program internally through a point-of-sale or database program rather than relying on the customer to tell you when some loyalty payback is due. By creating an emotional attachment between your product or service and your customers, you will officially become a brand to them, says Dorman.
3. Distribute content
Free and low-cost news release and content distribution sources like PRWeb.com can help you spread the word about your business online. Other free news services include Mininova.org, TheFreeLibrary.com and i-Newswire.com.
4. Mine your data
To make their Durham, North Carolina-based salad restaurant, Green Tango Fresh Chopped Salads, more efficient, Billy, 37, and Alissa Maupin, 36, began using online ordering and ordering via text message. In addition to making customers happy, these convenient features yielded a side benefit: Electronic capture of these online and text orders gives the company a data-based peek into the buying habits of the nearly 4,000 customers who have registered and make purchases from the $1.5 million trio of restaurants. Using the system, the Maupins can track ordering habits and the volume and kinds of products ordered by each user as well as project their inventory needs and the effectiveness of various promotions.
5. Speak up
Kobler recommends delivering informative speeches where your customers are: at local business association meetings, at national trade events, or at a local college or university as a guest lecturer. You can even host a speaking event at your business location. "Invite your customers and prospects,"suggests Kobler. "Purchase some refreshments. Host them at your business to get them in the door. And then tap your vendors to support you by either paying for the event or offering the latest products to showcase during your presentation."
6. E-mail about it
Once you've gathered information about your customers to look for purchase patterns, seasonal needs, product preferences and the like within your internal database, put it to good use, suggests marketing consultant Scott Cooper. From this information, you can create targeted e-mail, direct mail and in-store promotions that will have a higher likelihood of success because they're based on historical data, says Cooper, co-author of Tips and Traps for Marketing Your Business. The Maupins, for example, review their online customers' ordering patterns and tailor their e-mail marketing to customers' preferences.
