Mass media advertising is often regarded as a panacea by many small businesses. But the fact of the matter is that there is a significant number of marketing tactics which local businesses can utilize which do not necessarily rely on mass media.
1. Public Relations
Instituting a public and media relations program is one of the more effective ways to put the spotlight on your local business without having to spend so much money in the process. However, in order for this to work you need to come up with newsworthy stories. Probably it could be about the newest person who you hired. This would work best in the case of restaurants when they hire a new chef. Integrate your public and media relations programs with social media and you have a potential recipe for success.
2. Cut Discounts
Although this might be counter-intuitive, it can be more detrimental in the long run to constantly be giving out discounts. This is because discounts only give the impression that your goods and/or services are not worth full price so you?re settling for far less. Although discounts might bring in more foot traffic, people also have that lingering assumption that your goods are inferior and this could damage your brand in the long run. Instead of giving out discounts, try to go for complimentary services and other value-added perks. Also, never give out coupons but offer certificates. The idea may be the same but the message sent to consumers is completely different.
3. Samples
People fear the unknown. For this reason, it can be extremely difficult to get your consumers to try out your new signature dishes, avail of your latest hair treatment or buy the newest product that hit your shelves. They?re particularly scared because they do not want to spend money and find out that an item or service isn?t to their liking. How do you get them to get over this? Offer free samples. Some of them might not like your samples but then you?ll also have a number of fans as well.
4. Bouncebacks
This tool will allow you to direct attention to the services or products which aren?t that popular to your consumers. With bouncebacks, you give out incentives to your consumers and these incentives encourage customers to try out other services or products. For instance, your hair straightening procedures might be a hit but not at a lot of your customers are trying out your hair perming services. The next time someone opts of a straightening procedure, give them a 50% off gift certificate for hair perming.
Your author Chris likes to write about Surefire Socialand provides lead generation services to small businesses with his company local seo marketing
Source: http://www.moneyedup.com/2011/08/local-business-marketing-without-advertising/
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