Marketing Techniques For Small Businesses Essay Example

among others. When creating advertising materials, emphasize these value additions.

Building referral networks is highly beneficial for businesses. This network includes both customer referrals incentivized by discounts/rewards and business-to-business referrals. If you recommend another business instead of offering certain products/services at your own establishment, ensure you receive a referral in return. This network becomes even stronger when dealing with white-collar professions such as lawyers referring people to accountants who refer people to brokers who then refer people to real estate agents.The person's professional reputation is at risk in these situations, so it is important for businesses to establish a referral network that shares the same values and commitment to quality. Consider passing a job along to your competition if you are too busy, as they may return the favor. It is crucial to avoid long wait times, as this can harm your reputation. Handling a company's reputation is not easy. Follow-up actions after securing a job through LCP Advertising can serve as effective marketing tools. Use questionnaires to gather feedback on the performance of your ad campaign, including why customers chose your business, how they heard about it, which other companies they considered, what satisfied them most, and what was least satisfying. If you meet customers in person or visit their homes, distribute flyers in nearby mailboxes to target individuals with similar needs and interests who often live close by. Cold calling can be challenging for small businesses whether done over the phone or in person; selling yourself and your business is essential. If people cannot connect with you personally during phone calls, they are unlikely to make purchases from you.Phone conversations allow people to be

rude and abrupt without any consequences due to the lack of facial expressions and direct interaction. Despite its limitations, cold calling is still valuable for fostering creativity, adaptability, and quick thinking in interactions with potential customers. The Internet has rapidly emerged and evolved, impacting marketing significantly even though it does not provide a centralized platform like traditional community halls or highway billboards. While traditional marketing methods have remained unchanged, local businesses such as cafes now need at least a website that includes essential information like location and operating hours. Without a website, businesses miss out on reaching the growing number of people who rely on Google searches to make purchase decisions. Additionally, lacking a social media presence (e.g., Facebook page, Twitter account) and good SEO can be overwhelming tasks. However, technology has progressed enough to offer tools like Wordless - an example of a free HTML editor - that can fulfill all these requirements. Even successful campaigns typically have low conversion rates, converting only 10-20% of leads into sales. This reality dispels any illusions about instant success but also presents an opportunity for improvement. To convince a company to purchase your product, it is crucial to provide them with a presentation showcasing its benefits.
When attempting to persuade someone to use your service, providing them with an estimate or sample of what you can offer can be effective tactics. Confidence, creativity, and persistent determination are crucial qualities that will ultimately yield responses from individuals. Understanding how to manage business credit is essential for acquiring small business loans. Employing the technique of EVENT GARDEN in advertising showcases that using a specific product can make the user ahead

of their time. For instance, a toy manufacturer encourages children to be the first ones in their neighborhood to own a new toy. Another tactic called FACTS AND FIGURES involves utilizing statistics and objective factual information to prove the superiority of a product. A car manufacturer may advertise the acceleration time of their vehicle from 0 to 100 k.P.H., using subtle language that implies positive outcomes without making guarantees – similar to a scientist claiming that a diet product might assist with weight loss as it helped them personally. Additionally, advertisers often incorporate magic ingredients into their promotions to suggest extraordinary features possessed by their product. For example, they may mention special coatings on pain relievers that minimize stomach irritation. The text also explores various strategies utilized in advertising campaigns, including diversion, transfer, plain folks approach, snob appeal, bribery testimonials, humor and wit,and simple solutionsThese tactics are used to engage the audience and effectively promote products or services. Diversion involves addressing an issue or problem but then diverting attention with an emotional element. For example, a tobacco company may discuss health risks associated with smoking while showing a cowboy enjoying his cigarette. Transfer occurs by associating positive concepts with both the product and its users. A textile manufacturer can use a sunny seaside location to showcase their cloth being worn by fashionable people, conveying coolness and luxury. The plain folks approach emphasizes that the product is practical and affordable for ordinary people. A cereal manufacturer can advertise their product by showcasing an ordinary family having breakfast together.

Snob appeal is created when customers desire to be part of an elite group with a luxurious lifestyle. For

example, a coffee manufacturer portrays people dressed formally enjoying their brand at an art gallery. Bribery entices customers with attractive bonuses, such as buying a burger and receiving free fries. Testimonials from famous personalities endorsing products are also effective marketing strategies, like Michael Jordan recommending a particular brand of skates.Humor and wit divert attention while providing entertainment through clever visuals or language.Lastly, simple solutions offer one solution to tackle multiple problems effectivelyCard stacking in commercials is when advertisers only highlight the positive qualities of a product and ignore any negatives. This technique can be seen in ads that emphasize the low-fat aspect of a snack food but disregard its high sugar and calorie content, aiming to persuade consumers by only presenting a partial picture through rational propaganda techniques.

Another common propaganda technique used in commercials is glittering generalities. This involves using enticing words and images to promote a product, subtly suggesting that purchasing it will result in life-altering outcomes. Examples include cosmetics that make you look younger, cars that show status, and magazines that position you as a leader.

Bandwagon is another form of propaganda used in advertising, taking advantage of people's desire to join the crowd or be associated with the winning side rather than the losing side. Despite claiming to make their own choices, many individuals prioritize a product's popularity and tend to select well-advertised items. However, caution must be exercised by copywriters when using this technique as viewers may reject an obvious bandwagon commercial.

In overall business operations, prioritizing the human element is crucial for success. It is important to focus on customers as individuals rather than just commodities or services provided.Neglecting the importance of

individual customers and solely focusing on our store's merchandise and services is not acceptable. To effectively prioritize these customers, here are some simple customer service tips:

- It is crucial to acknowledge that the quality of customer service cannot exceed the quality of those providing it. Paying low wages, offering minimal benefits, and providing inadequate training for employees will harm our company's reputation.
- Remember that it is the people who assist customers, not just the companies themselves. How employees treat customers greatly depends on how they are treated by management.
- Therefore, it is vital for management to greet employees enthusiastically, be polite in their interactions, accommodate their requests, and listen to their input. When customer service is rude or unsatisfactory, it reflects more on management than on the employee.
- Additionally, recognizing who your customers are is essential. Can you identify a regular customer if they visited your facility? Making an effort to address customers by name makes them feel valued and significant.
- For example, I recently decided to switch fitness centers after being a member at another one for a decade.

Keeping these tips in mind will ensure repeat patronage from our valued customers.When I received my renewal notice from the fitness center, I often considered switching to a closer location with better equipment. However, when the renewal notice arrived eight months ago, I decided not to renew my membership at the fitness center. Surprisingly, I never received any communication from them expressing concern or asking why I chose not to continue as a loyal customer. This lack of awareness and concern raises doubts about their understanding of their own customers. It also leads me to question

if they would recognize me elsewhere or even know my name. Visible management is crucial in situations like these. A great example is the Piccadilly Cafeteria chain, where they proudly display pictures of both the manager and assistant manager on a wall along with the food selection line. The manager's office is easily noticeable just a few feet away from the cashier's stand with its door always open for everyone to see. This setup ensures accessibility and eliminates confusion about who is in charge. If a customer needs assistance from a manager, they can simply signal them over to their table. Providing excellent customer service requires going above and beyond expectations.Simple gestures such as sending thank-you notes or featuring customers' photos in newsletters can help maintain strong connections with valued clientele. Greeting customers within 30-40 seconds of their arrival is crucial as it shows respect and gratitude regardless of the price of merchandise being sold. A discount merchant was responsible for teaching the retail industry about this important gesture at the door towards customers. It is important not to lose a customer by trying to prove them wrong. Avoid arguing with or putting customers in that position. Accommodate special requests, even if they go against policy (unless illegal). Remember, you are making an exception for one customer, not setting a new policy. Provide well-trained guidelines on handling customer complaints and irate individuals to your customer service associates.The frontline staff plays the most important role in shaping the customers' experience.To ensure a positive experience, gather their thoughts about your company through feedback cards left at the exit or register stand, or included in their next statement.Make

sure the card is concise and simple, asking about likes, dislikes, changes they would make, suggestions for improvement, and their latest experience.Encourage customers to send it back by providing pre-stamped cards.If customers include their name and address, acknowledge receipt of the card.Maintaining satisfied customers is crucial for success as their perception of your company is vital.The perception of a business is determined by the level of customer service provided. Additionally, there are 16 must-try marketing techniques compiled to effectively promote products or services. Even with an excellent product or service, proper marketing is essential for creating awareness among people. During difficult financial times, marketing budgets often face challenges; however, entrepreneurs and academics have strategies to help overcome this obstacle. According to David Merman Scott in his book "The New Rules of Marketing and PR," a successful approach is to create humorous marketing campaigns instead of solely focusing on selling and generating leads. Scott suggests reducing sales efforts and increasing entertainment value.

Microbial, based in Cherry Hill, N.J., specializes in assessing clients' creditworthiness and produces edgy videos for their clients to make their message more engaging. One example is a video created for Red House, a furniture retailer in High Point, N.C., featuring an irreverent song about how Red House sells to people of all races. This video gained attention when CNN aired a lighthearted news segment about it. Although Microbial's name isn't mentioned in the commercials, as Red House sells more furniture, there will be an increased demand for Microbial's services.

Becoming an expert in your field is crucial no matter the industry you're in – whether it's real estate or dental work.You can gain attention by

sharing your valuable knowledge about your business with customers because experts are highly valued by society. Barbara Corcoran established The Corcoran Report for her real estate firm, The Corcoran Group in New York City, twenty years ago. This report provides up-to-date statistical information on local real estate prices and is distributed to local swappers who then publish the statistics. Microbial's digital magazine SEE follows a similar strategy, publishing quarterly issues that discuss regulatory changes and offer general tips for running small businesses.

Some brands go even further by incorporating specific themes into their marketing efforts to celebrate their customer base's history, interests, and aspirations. Jeremy Cowan, founder of Schmaltz Brewing Co., embraces Jewish themes in all his events, such as distributing yarmulkes and Hanukkah Gel during his anniversary party. Cowan also created a collage featuring bat mitzvah photos submitted through a contest which is now featured on his label and invites. He believes this approach reinforces their message and vision while attracting attention through Jewish Ads.

Another effective strategy involves making customers feel like stars by giving them a platform to showcase their art, stories, or dreams in exchange for sampling products or services offered by the brand.Philosophy, a skincare company, released a new perfume called "Unconditional Love" before Valentine's Day. They received 2,000 love stories submissions on their website and rewarded each writer with perfume samples. The contact information of the writers was also collected.

Twitter is a social networking technology that allows users to exchange short messages. While some view it as a waste of time, Twitter can be an effective marketing tool. There are 21 suggested ways to use Twitter for marketing purposes:

1. Build relationships

with journalists by offering industry information without expecting anything in return or providing constructive feedback directly via email to gain press coverage.
2. Share stories about expensive pricing even in tough economic times and negotiate pay-for-performance contracts based on press citations or other measurable metrics.
3. Engage with customers personally on Twitter to personalize your marketing strategy. It is recommended to speak at local organizations and write articles for publications according to guerrilla-marketing expert Jay Conrad Elevations.

It is important not to engage in direct selling while using these strategies. All you need is a brief biography and a link to your website.

An example of successful viral marketing involves Chris Landing, the founder of SurroundsHe persuaded the owners of Black Horse, a pub he liked in San Francisco, to add Surrounds to their drink menu. As part of the agreement, Landing offered a complimentary beer to anyone who came to Black Horse wearing pants with horizontal whales. This tactic piqued customers' curiosity about Surrounds and generated enthusiasm for the brand.

Consider hosting a virtual trade show instead of costly and time-consuming traditional ones. Virtual trade shows replicate the experience of physical trade shows but take place online in real-time at a lower cost. Entry fees typically range from $3,000 to $8,000. Advanced computer skills are not required for participation.

There are nine steps for maximizing exposure through online networks that connect with specific local communities – an excellent opportunity for small businesses. Lifted.Com allows users to post news articles, classified ads, and restaurant reviews while relayed.Com and laundresses.Com are other platforms that can boost local visibility.

Creating an advisory board is a valuable way for small businesses to enhance credibility and

influence when dealing with suppliers, partners, and customers. Trustworthy lawyers and bankers can bring diverse perspectives and complementary skills as valuable additions to the board. It is recommended to have an odd number of advisers – especially three for small businesses – in order to effectively handle disagreements.It should be noted that a board of advisers is different from a board of directors. For more information on these topics, please refer to the articles "Seven Ways To Get The Word Out Locally" and "The Case For Not Having A Board." Although email marketing has been around for many years, the main challenge lies in getting recipients to open the messages initially. Gene Marks, owner of the Marks Group, a technology consultancy for small businesses, offers three helpful tips: 1) Avoid using generic addresses like sales@ or info@ in the sender's line; 2) Keep the sender's name consistent and recognizable across all emails; 3) Clearly state what is being offered in the subject line (using something like "Acme's Weekly Newsletter" won't work). Marketing should not be an afterthought but rather an integral part of the business concept and execution strategy. Kidnap dental office in Prescott, Arias aims to create an enjoyable experience for children during their visits by designing their office with vibrant colors like red, blue, and yellow - reminiscent of a Bugs Bunny cartoon or surreal encounter. In addition, kids can pass time by watching movies or playing their favorite videotapes while waiting for their appointment. This enjoyable experience is so appealing that some parents are willing to drive two hours just to visit this dental office. Bartering for exposure is a well-known strategy

to increase visibility in Google's search results.Floggers are essential for achieving this goal. Symphonists International, a shop based in LA, offers the service of converting print photos into digital files. In exchange for promoting Can's site on their blogs, floggers received 1,000 free photo scans. This collaboration quickly boosted Can's site to the top of Google search results for "photo scanning" keywords. Selecting the right keywords is crucial when optimizing search engine results.

While working as a waiter at Red Lobster in Queens, New York, Diamond John dreamt of starting his own designer T-shirt company. Despite facing numerous rejections initially, he was able to get his shirts worn by performers in music videos through his connections in the music industry and perseverance. The press took notice when Brand Nubian wore his shirts in one of their videos, propelling Diamond John towards success with his T-shirt company.

Today, Sarah Ending (formerly associated with Yahoo!) recognizes the significance of assessing market demand and consumer willingness to pay for a product or service. She organized small focus groups to develop the concept for a new candy: small cacao beans coated in high-quality chocolate. Ending invited 12 individuals to sample various treats such as Gummy bears and organic chocolate bars. Subsequently, focus groups were conducted on campus by Harvard Law School students.The establishment of Sweetbrier, a popular candy shop located in Manhattan's fashionable SoHo district, resulted from this effort. Employee promotion is crucial for businesses as it serves various purposes such as retaining and satisfying employees. To nurture loyalty among employees, well-defined and fair career advancement programs are necessary. Businesses have several standard models for promotions to choose from, often employing

multiple approaches. The effectiveness of these programs relies on ensuring that the rules are accessible to all and consistently followed.

When expanding into unfamiliar territories, INEPT Group offers 16 strategies for successfully entering new markets that provide guidance on how to navigate both noncompetitive and competitive promotions. Noncompetitive promotions are based on universally applicable achievements, allowing employees who reach specific milestones (without any serious issues) to automatically become eligible for promotion. On the other hand, competitive promotions involve a process that includes skills or knowledge tests, submitting applications, attending interviews, and evaluating performance.

Employers use the career ladder as a noncompetitive method for promoting employees based on predetermined rules and guidelines like length of service or demonstrated ability. Typically, promotions following annual employee evaluations are tied to salary increases.The U.S. Public Health Service Commissioned Corps offers a noncompetitive promotion program that mandates meeting specific criteria, including no adverse actions, security clearance, and performance requirements. Accretion of duties promotions are granted to employees who consistently perform more advanced tasks due to new programs or extra responsibilities that demand higher-level knowledge and skills within their department. This enables companies to promote existing employees without going through competitive hiring processes as long as the employee meets the necessary requirements. Lastly, merit-based promotions occur when there is an open position and employers choose from a pool of eligible employees in a competitive manner.