Business cards
Business cards and letterheads are an effective and easy way to promote your business. It gives the impression that your business is professional, providing your customers with a sense of confidence in your service or product.
Provide your contact and website details on both your letterhead and business card to make it easier for customers to locate you on the internet and learn more about your business.
Be prepared – take the cards with you everywhere. You never know when you might have a chance to promote your business.
Advertising and sponsorship
Advertising can be a great way to create awareness about your business or a new product, however it needs to be targeted; otherwise it can be expensive and ineffective.
Advertising should capitalise on the types of media channels your customers are likely to come across.
For example this could include social media channels, local newspapers, magazines focused on your particular industry or radio stations your customers are likely to listen to and even tourist radio.
It may also involve banners at locations or events your customers frequent.
Take time to research the different media channels. Choose the channels that are relevant to your clients and return the ‘biggest bang for your buck’.
Also consider writing articles for relevant publications or preparing press releases on something newsworthy associated with your business.
Sponsorship is also another way to communicate with your target audience or enhance your public image.
Sponsorship is a business exchange that is the purchase of the right to associate your business's name with an organisation's name, activity or product.
Sponsorship may result in positive media coverage or additional advertising opportunities, but make sure the level of return is equivalent to your level of investment.
Visual promotion
Get your business name and brand out into the community by using well placed signage.
This can include having your business name and contact details professionally painted on the side of your vehicle or signs promoting your business strategically located on the side of major roads in close proximity to your business.
Be sure to check your local government authority’s (LGA) regulations first to determine where you are allowed to display your signs.
Sample giveaways can be another great way to promote your product.
Some small businesses have found it effective to provide samples at various city supermarkets and at the large regional centres, helping create awareness of their brand and product.
Stallholders at farmers’ markets can often physically rove and hand out samples to entice people to their stand, in addition to promoting their product at their allocated stall.
Flyers, brochures and leaflets can be another form of visual promotion that can leave a lasting impression on customers, however, make sure they are in line with your brand and aesthetically pleasing, concise and professional.
As brochures can be taken away, customers often keep them for future reference or to read at a more convenient time.
Working together
Use other local businesses or organisations to help promote your products or services.
You could combine with local groups promoting the region, type of product, complementary products or local food and wine trails to reduce the cost of promotion and increase your exposure to potential customers.
Food and wine trails can be a good way to let tourists know where you are located, as most provide maps of the local area and details of what is on the trail.
Businesses associated with the trail are more likely to promote others also on the trail. A great experience at these places will keep customers coming back.
A person looking for details on an associated business may notice your products or services and seek out more information.
By associating your business with similar businesses you are widening your potential customer base.
Promoting your business is vital — without it your business may struggle to reach its full potential.
Make sure you invest the time required in planning how best to promote your business to reap the rewards.