From the early planning stage of a new business, advertising should be given serious thought. Every business sets aside a budget for advertising, whether is is monthly or yearly. Everyone in the business world is well aware of the power of marketing.
What should the owner of a retail business do to advertise their products, both before the business starts, and while it is running? There are several ways to get the name of the business on people’s lips; which is often the aim.
Most shops plan a big occasion for the opening day. Often a celebrity is invited along, at great expense, who will draw a very large crowd. This will, hopefully, lead to media coverage of the occasion and free publicity, as a result.
Plan the opening day with military precision. A timeline should be drawn up and adhered to. From the celebrity ribbon cutting and speech to the serving of the expensive Champagne. Leave nothing to chance. This is likely to be one of the most stressful days the owner will encounter in the first year of trading.
Advertising in the local papers is a tried and tested way of getting the business name out there. The circulation of newspapers has dropped now the internet is in everyone’s home but, often for the older generation, they still serve a worthwhile purpose. Considering the number of people the advertising reaches this way, newspapers are an expensive solution when compared to other methods.
Owners make good use of in store advertising by using point of sale display solutions available for commercial settings. Always have leaflets and business cards available for customers to take away. Place plenty of posters and promotional materials on the walls too. An empty space is a wasted space, as they say.
Social media sites, facebook, for example, are built around marketing. Because people volunteer all kinds of information about themselves, advertising can be targeted with surprising precision. If you wish to target women over the age of 21 for a particular campaign, it is simple to do very cheaply. The adverts will even target people living in a particular city, or within a certain radius of the shop. Because of the willingness of the public to divulge information, a specific interest or hobby can be targeted too.
Using a car or van to advertise is a one time expense that keeps working. If a vehicle catches peoples eye by having a big sheep drawing applied to it, for instance, it is a great form of advertising. Wherever the vehicle goes after that it is promoting the business. There are not many other forms of advertising that can do this for a single payment.
There is no need to stop there either. By offering to pay the road tax for other people in exchange for applying graphics to their car, there could soon be an entire fleet driving around the country, advertising as they go.
When advertising any business, it pays to be inventive wherever opportunities arrive. It doesn’t necessarily require a massive budget to get the ball rolling and bring customers in. Whenever a larger budget is available, however, it is always wise to seek the opinion of experts. This may cost a lot initially but often brings in more than enough business to cover the cost, and more.