This is a unique time to run a small business. On one hand you’ve got access to more customers and communication pathways than ever before. The internet is a giant connecting tool that puts your brand and your products in front of literally millions of people from all around the world. With the right mix of social networking and search engine optimization you can find a target audience that’s looking for exactly what you have to offer. But on the other hand, there might be more competition than at any other time in the history of free market capitalism. For instance, if you only look at professional and business services like consulting, in one area, like New York City, there are more than 130,588 establishments you’d have to compete with. After all, every other business in your industry can reach out to the same core audience, regardless of their geographical location. So how can you differentiate your business and improve the usefulness of the exposure that you receive? One easy way is by coming up with some inexpensive promotional items.
One of the best, most obvious effects an inexpensive promotional item will have for your business is attention. Handing out brochures, business cards and fliers isn’t a new practice. People have been doing that since the first printing presses powered up. By with online printing services you can get what you need at bulk prices, allowing you to use them in your community, during conventions or marketing events or alongside your products in the stores themselves.
Branding is a crucial aspect of success for any business, but certainly for the new entrepreneur. You’re up against much larger companies with long track records, who have spent millions of dollars to make sure their logo and product are known around the country. A well-designed promotional item can begin to create the same brand recognition for your business. Consider a branded t-shirt, baseball cap, belt buckle or sweatshirt. It’s easy to get started with these, as there are numerous online blueprints and mockups you can use, like for example this t-shirt template. If those are too rich for your blood, go with pens, notebooks or mini-USB drives. Just make sure that whatever you create is useful. After all, it won’t be effective if people don’t take these products out and about with them. Whatever you go with, make sure it’s got your latest and best logo, and add on a web address or other piece of contact information if there is room.
What’s great about these promotional products is that they don’t have to be expensive to last a long time. Think about it. You can spend your entire marketing budget on online advertising and you will hopefully get a decent return for your investment. But those ads won’t run forever, and once they’re gone what will you have to show for that work? You can buy out billboard space, but that promotion is geographically fixed, meaning you will only enjoy some brand impact with people who drive past that specific spot. Promotional items will be cheaper than any of those methods, but they’ll also travel. They will last longer, and if you’ve played your cards right, have a larger overall impact.
Finally, remember that you often need to give in order to receive. You might think that handing out free calendars or coffee mugs will be easily forgotten. But people love getting free stuff. If it’s well designed, folks will talk about it. They’ll use it, and then sing the praises of your business when people ask where they got it. You can invest in all the PVC banners you like, but giving someone a cool t-shirt will more likely lead to them doing business with you, and hopefully coming back for more.
It is not necessary that only expensive strategies can be effective. Even inexpensive and simple tools can help your public relations to be more effective.