Marketing Methods
There are a number of ways you can market, or tell customers about your product and persuade them to buy. They include:
Direct mail
This is one of the most cost effective ways of reaching your target audience. It involves sending a letter or brochure to potential customers highlighting the unique selling point of your product or service. The secret of success is a strong letter telling the customer how they will benefit from buying. The response rate to direct mail is generally very low. It could be that you to get one new customer you may need to send out 100 letters. It is a good idea to follow up mailings with telephone calls.
This is one of the most cost effective ways of reaching your target audience. It involves sending a letter or brochure to potential customers highlighting the unique selling point of your product or service. The secret of success is a strong letter telling the customer how they will benefit from buying. The response rate to direct mail is generally very low. It could be that you to get one new customer you may need to send out 100 letters. It is a good idea to follow up mailings with telephone calls.
Advertising
Placing ads in the press, magazines or trade journals is also a marketing option but since it is less directed you cannot always be sure of reaching your target market. To be effective the ad should be well written and designed and it is worth considering getting a professional to do this for you.
Placing ads in the press, magazines or trade journals is also a marketing option but since it is less directed you cannot always be sure of reaching your target market. To be effective the ad should be well written and designed and it is worth considering getting a professional to do this for you.
Timing is also important. For example after successfully hosting a booking from visitors from Cornwall owners of bed and breakfast businesses might place a 'weekend break' ad in the Cornish local newspapers in the lead up to holiday times, in the hope of getting new customers. Repetition is important - and a cost factor - in advertising, as one ad may not produce everything you desire by way of response.
You can get free advertising by ensuring that your transport is marked with the name of your product or business.
Press releases
Although not guaranteed, editorial coverage in the press is free, and often carries more credibility and believability than advertising. The trick is to do the journalists' job for them and send in a well-written press release. If you feel you are not good with a pen, ask a friend, hire a professional writer, or invite the press to write about your business. You could also get journalists to write about the launch, or an interesting facet, of your business.
Although not guaranteed, editorial coverage in the press is free, and often carries more credibility and believability than advertising. The trick is to do the journalists' job for them and send in a well-written press release. If you feel you are not good with a pen, ask a friend, hire a professional writer, or invite the press to write about your business. You could also get journalists to write about the launch, or an interesting facet, of your business.
Exhibitions and shows
Some products and services can be exhibited at trade or agricultural shows or local country fairs and markets. This can be an effective way of reaching a target market. However, shows take a lot of preparation and can tie up the promoter of the business for several days. This needs to be weighed up against the possible sales.
Some products and services can be exhibited at trade or agricultural shows or local country fairs and markets. This can be an effective way of reaching a target market. However, shows take a lot of preparation and can tie up the promoter of the business for several days. This needs to be weighed up against the possible sales.
Image
From the name you select for your business, to the overall image you present, you will be communicating an impression to customers at all times. Try to make your image and business name distinctive, 'though always appropriate to the enterprise. It is worth investing in headed notepaper so that all correspondence with both customers and suppliers looks professional. Ultimately, how your business is packaged, how your premises look and your own personal presentation will impact on sales, especially if you are dealing face to face with customers.
From the name you select for your business, to the overall image you present, you will be communicating an impression to customers at all times. Try to make your image and business name distinctive, 'though always appropriate to the enterprise. It is worth investing in headed notepaper so that all correspondence with both customers and suppliers looks professional. Ultimately, how your business is packaged, how your premises look and your own personal presentation will impact on sales, especially if you are dealing face to face with customers.
Packaging and labelling
While design and printing costs can be expensive for businesses selling goods that must be labelled or packaged, the best impression possible must be created. Remember that the packaging and labelling of goods or products can be turned into a marketing device to communicate a clear message about your business. Especially distinctive packaging or labelling could help turn the product into a market leader. The standards in your chosen market will tell you the minimum that your customers will expect and what you must aim for.
While design and printing costs can be expensive for businesses selling goods that must be labelled or packaged, the best impression possible must be created. Remember that the packaging and labelling of goods or products can be turned into a marketing device to communicate a clear message about your business. Especially distinctive packaging or labelling could help turn the product into a market leader. The standards in your chosen market will tell you the minimum that your customers will expect and what you must aim for.
Company literature
Brochures, flyers and business cards can be useful ways of promoting your business. Business cards or other company literature can be placed in local outlets such as shops and post office notice boards - anywhere that can help you promote your business. If your market is local it could be worth paying local children to push flyers through letterboxes or put them under the windscreen wipers on parked cars. You can also pay to have your brochure delivered inside the local newspaper or as part of a promotions envelope organised by a direct mailing business. Royal Mail operates a highly cost effective door-to-door service that can target businesses or residential addresses within a designated post code area.
Brochures, flyers and business cards can be useful ways of promoting your business. Business cards or other company literature can be placed in local outlets such as shops and post office notice boards - anywhere that can help you promote your business. If your market is local it could be worth paying local children to push flyers through letterboxes or put them under the windscreen wipers on parked cars. You can also pay to have your brochure delivered inside the local newspaper or as part of a promotions envelope organised by a direct mailing business. Royal Mail operates a highly cost effective door-to-door service that can target businesses or residential addresses within a designated post code area.
