Do Business Well

A variation of outdoor advertising would be your own signsand window displays. If you expect to attract traffic because of your store’s location, buy the biggest, boldest sign you can afford (and that the law will allow). If you have a window display, spend some real time and effort making it attractive and interesting. Don’t be afraid to make your window display a bit weird. You want to attract attention! Otherwise, why spend the extra money on that greatlocation?

Mailings. Among the least expensive ways (even in the daysof ever-increasing postal rates) of reaching your specific customer with a very specific message is the mail. You can buy lists of prospects broken out by almost any criterion you can imagine. It may seem farfetched, but you should be able to buy a list of all the single folks between the ages of twenty and forty, with above-average incomes, in the five closest zip codes to your business. Look for sellers of such lists in the Yellow Pages under “Mailing Lists.”

You should also build your own list. After you’re open, have every customer who walks through the door add his name to your mailing list. You might do this with a guest register, a drawing in which the customer must fill out an entry blank to win (the prize doesn’t have to be that big), or by having a detailed sales receipt. Radio Shack has used this approach to build up its mailing lists foryears.

You may also be able to reach your customer through a “stack”mailing. I’m certain you’ve seen the little stacks of postcards that come to you in a plastic-wrapped package. It costs you only a few cents each to participate in that kind of mailing program. Check with the trade and consumer magazines in your industry for help in locating companies that do this type of mailings. Check for listings with Standard Rate and Data. Larger libraries should have a copy.

There are companies that are in the specific business of doing mailings for other businesses. They can help you design your piece; sell you a list; and print, fold, address, and mail the item on their bulk rate permit. Again, you should be able to find help for this inthe Yellow Pages under “Mailing Services.”

If you are a manufacturer or wholesaler or otherwise deal ona regional or national level, there is usually a list supplier that specializes in your industry. Check with your association or an industry buyer’s guide.

Radio. Like the local newspaper, radio offers a way to get your message to a broad spectrum of people in your territory. And you can get great bang for your buck in the less-sought-after time periods. The salesperson for the radio station is often an accomplished copywriter who may be able to help you write your ad for free.

Television. Cable television has created an opportunity for even the smallest business to take advantage of the advertising power of TV. There are packagers who’ll provide you with everything from the script to air-time purchases for a set fee. You may find TV to be especially appropriate for your grand opening or other special sales situations. Contact your local cable television station for suggestions as to suppliers of these services.

Trade shows. Most manufacturers and distributors aren’t considered to be “in the business” if they aren’t attending some of the special trade shows offered by their industry. My own experience has shown that it’s possible to give the impression that you’re much bigger than you really are by taking a large space and doing a good decorating job.

Consumer shows. Local businesses that serve consumers also have opportunities for shows. These may be special-interest shows like a home show or boat show. They might also be more general exhibitions put on by the local chamber of commerce, or as part of a county fair.

You might also be able to put together your own exhibit at a local mall. You may not be able to afford a shop in the mall full- time, but you may be able to take a kiosk during a peak season for your type of product.

Public relations. Frequently referred to as free advertising, PR can be many times more effective than paid advertising. If you can come up with a special-interest story about your business that the media will latch on to, it can provide a dose of credibility. People believe editorial ink more than they believe advertising.

Publicity stories are usually easier to place in trade publications. Most will publish a short release about a new product, change in location, or appointment of a new salesman. You should use this venue as much as possible. It isn’t absolutely free since it takes time to write a release and a few dollars for photos, but it’s far more cost efficient than paid advertising.

Premiums. Pens, calenders, notepads, clocks, and many other products can attractively display your name or logo, and at the same time make an attractive gift for you to give to your customer. Premiums such as these represent a low-cost, but potentially very effective, way to get your message to a specific group of customers.

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