Today is TOP OF MIND DAY

Last year on one of my social networks one of the members asked the question: Six months ago I spent a considerable investment on advertising my business by “renting” space in a business card rack in a local chamber of commerce office and have had anyone use my service from that advertising medium. So I am looking for other ways to advertise my business that are less expensive and will bring RESULTS! Any suggestions? ~ Maryalla B. Travel Advisor

Dear Maryella,

I did this same sort of advertising years ago and got very little out of it. One of the reasons it may not be working today is that typically Chambers of commerce get little foot traffic. Most people who participate in chamber activities do so at events and seldom see the inside of the chamber office (unless they host regular meetings there). And the fact is, Small Businesses cannot afford to spend tons on advertising in this way, because you may not be reaching your target market, rather the masses – which seldom works. 

If you want to promote your business using your business card, my suggestion would be to create an impressive business card with an offer that people cannot resist such as a free consultation or a % off something you can
afford to give away to get new clients in the door. Make sure it says Receive $____ off your FIRST purchase (this will omit those who have already booked with you). You may also create a travel club and offer an incentive to join and use your business card to promote it. Find out what the competition is doing and do something different to draw clients to your company.

I have a retail florist and my offer is $5.00 off your first purchase – you will be amazed at how many call because they can save $5.00. It’s all relative because I am not necessarily selling a high ticket item like travel. I have also used “stop in for a free rose” which generated additional new traffic to my shop. 63% of those who come by for their rose, end up becoming customers – that’s a much better return on my investment than the $400+ for the ad space in a sea of other business cards.

Your business card could also be used as a tool to increase your customer/prospect database. You do this by creating an offer that would get them into your sales funnel. To do that you would need to create some sort of incentive (such as an information product eg. free report, or a small gift they have to stop by for, etc.) that will encourage others to leave you their contact information, thus adding to your database for a time when they will need your services. That could be in the form of an offer, a free incentive or something that is of value (or perceived value) to the
prospective customer. And please make sure that if the competition is doing something similar you do something different. If you are going to advertise, find a way to STAND OUT from others in your field and from all the others
promoting their products and services. Creating a competitive advantage will help you stay top of mind when the time for your services is needed.

Heidi

Be sure to check out   Quirky Marketing Calendar ~ How to Use Zany and Non-traditional Holidays to Promote Your Business 365 Days a Year for More great marketing ideas.

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