Market Your Small Business with More Surprise and Less Money

Generals win battles with the element of surprise. Small businesses can win customers with surprising marketing techniques. Here are four strategies that involve lots of creativity but only a little money:

Do Good for Your Community. Gary Smith, owner of Vu Skateshop in Parkville, Maryland, includes helping his community in his marketing plan. As part of a marketing plan to develop future customers, Smith offers after-school programs and camps for children, according to the store's blog. He wins immediate business, a/k/a money, builds future business--and helps out his community. That community work translates into publicity which will result in even more future business.

Small Businesses Unite. Remember Facebook's Small Business Saturday campaign? A bad economy drove small businesses to unite marketing efforts, but it's a technique you should be using, regardless of the economy.

Artist Mary Lynn Perney developed a line of artwork based on Fells Point, a historic section of Baltimore. In an interview, Perney said it was a new series for her, so she bartered with a Fells Point bar owner to feature her work in his pub as a form of free publicity. She gained both sales and exposure and is now featured in the Art Gallery of Fells Point. The bar owner found a free way to decorate his bar with images his customers would recognize and enjoy. When Perney hosted an opening-night reception, the bar was filled with a crowd of paying customers, meaning immediate income to the bar owner.

Entertain Potential Customers. When you're an antiques picker or dealer, you end up with extra merchandise. Online auction sites make these items eclectic, as opposed to junk, provided you market creatively.

One picker devised an eBay listing for a rotary telephone. According to her obviously-fictitious story, Elvis had used the otherwise worthless phone. She capitalized on Elvis mania to sell an item that may not have sold at a regular auction. Tie your product into events or celebrities to attract new customers.

Bring the Vision. In retail, small items get lost. You'll have to give customers a reason to want your items.

As an antiques dealer, I had amassed many animal figurines that took up space I needed for hotter items. A simple--and free--marketing strategy made customers buy those chachkas. According to my storyboard, since many apartments don't allow pets, my ceramic cats and dogs presented the perfect way to own a pet without the mess or bother.

The story I developed made people stop, giggle and buy. I taught people how to use my product in a new way.

Put away the checkbook and ramp up your creativity. Great marketing plans rarely involve spending money.

Resources

Dennis Markam, "Elvis and his Vintage Rotary Phones," Dennis Markah's VintageRotaryPhones.

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