Promotion and advertising can be a heavy expense, especially for a new business
that wants to make itself known in a community.
A home-based business,
however, more often than not, has a very limited budget when it comes to
advertising. The home business owner needs to make the public aware of his or
her product or service at the lowest possible cost.
There are many ways. A pet breeder in a large city was struggling for several
years-until he came up with a novel idea. He started giving away customized
"birth certificates" for the pets he sold. Almost immediately, his sales rose more
than 10 percent.
The owner of a new home cleaning service was trying to attract clients. She
couldn't afford much advertising, so she began offering "home cleaning
seminars" to civic groups. After two months of seminars, she was swamped with
inquiries and clients.
Promotion often makes the crucial difference between business success and
failure. Customers or clients must know about a business or product line before
they'll buy and they must have a reason to buy.
If you are trying to promote your business now, you can move in one of two
directions: 1) You can take the conventional route to promotion and mount an
elaborate media campaign, spending a considerable amount of money or 2) You
can let your creative juices flow and mount a low-cost promotion effort, using a
potpourri of attention-getting gimmicks to bring your message to the buying
public.
Now, to be sure, conventional advertising is valuable. If your enterprise is large
enough or if you're selling numerous product lines, you may find that a fullfledged
media campaign is the most efficient and cost effective way to promote
your business.
If money is tight, however, or you're not sure you can amortize the heavy cost of a
media campaign over a period of time, the following is a assortment of low-cost
techniques you can try. Not all may be appropriate for your particular business,
and certainly it would be costly to try them all. But you're sure to find some ideas
that will work for you.
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