Nine marketing ideas to promote your business

Make a real effort to tell people who you are, what you sell and why they should buy from you. Marketing and promotion is paramount to the survival and growth of your business. You need to ensure that you are getting the right products, to the right people. You can run your own promotional campaign or seek outside help from The Business Minder. Together we can create interest in your business using a range of marketing activities including advertising, sales promotions, public relations, direct marketing and personal selling.

My promotional strategy can be part of your marketing plan. Advertising and promotion can be expensive. The cheapest option is not always the best. It will be whatever is most effective for your business. This is all about expanding your customer base and building awareness of your business, your products and services. It doesn't have to be expensive. Marketing can range from posters in your window and leaflet drops through to advertising campaigns in local and social media. Here are some ideas from my business notebook.

Discount Sales

Price offers must be strong enough to inspire but reasonable enough to keep your business afloat. Avoid 10 to 20 percent discounts and also avoid very deep discounts unless they

• promote a loss leader to generate other higher margin sales

• attract valuable new customers into your business.

Publicity

Get “free” publicity such as news stories or reviews about your products and services in the mass media.

Direct Marketing, Telemarketing and Personal Selling

It starts with a message that is based upon a clear "call to action" like call this number to place your order and receive a bonus gift. Direct marketing provides valuable and reliable consumer and sales data, as well as clear, quantifiable success metrics for analysis.

Value adding your products and services

From software to hamburgers, bundling can make your sales soar. However, you must be careful to offer the same products individually to give customers a choice and to create the awareness of the value.

Trade Fairs, Exhibitions and Tourism Shows

Trade shows and exhibitions can be an excellent way to promote your business and the products and services that you offer. They are also a great way to network with other industry members and grow your customer base. Events and demonstrations or experiences can generate crowds, enthusiasm, sales and publicity. Consider your business situation and do your research before getting involved in trade shows and exhibitions. It's not for everyone.

Networking with social media and groups

Use customers' own social circles and social networking sites to boost sales. Your sales message can be delivered by personal email and enhanced by media online designs such as clips, games, and useful non sales content. Networking can help you generate new sales leads, deepen connections with existing contacts leading to more business. You can gain useful information about your markets, resulting in more relevant products and services.

Loyalty Programmes

Loyalty programmes are a great way to not only retain your current clients and customers, but also a way to improve your business sales. When it comes to implementing loyalty programs as a sales promotion, you have a number of different options. Loyalty programmes are one of the best sales promotion ideas that you will come across in your research. They can be implemented in different formats. By regularly doing business with your business, your returning customers can earn points that can later be redeemed for merchandise or other incentives. Some programmes offer turning over incentives to your customers as soon as they return to your business to make a purchase, no matter how large or small. They are really easy to implement.

Coupons

Coupons can help to attract more business. They have gained are popular with marketing managers. They are readily accepted and used by the consuming public. Coupons attract new customers, re-activate old customers and expand your market area. Discuss joint promotional leveraging with existing suppliers.

Samples

Offer complimentary or heavily discounted branded goods samples to accompany your product or service. Examples can be found at Duty Free and Cosmetics Stores, Hotel packages and Department Stores. Samples or trial offers to provide a low risk way to try new products or services. Service businesses would do well to give away mini versions of their offerings. For example a five minute shoulder massage or one hour free consultation. For high end service businesses your samples can take the form of affordable introductory packages that allow prospective customers to experience the business relationship, gaining trust for the business while also receiving a valuable service.

You should also think carefully about how sales promotions affect your brand. Regular price discounting or a poor quality free gift might devalue your brand. On the other hand, a well planned loyalty scheme could both strengthen your image and provide you with useful data on your customers' purchasing behaviour. The Business Minder can help you to plan a range of sales promotions for your business.