BUSINESS ARTICLE

Maximizing Your Marketing Dollars

By Robert Johnston

Marketing is one thing that every business, small or large, has to engage in if they are to be even moderately successful. But implementing a profitable campaign, especially within a small business' budget constraints, can be challenging at best. There are, however, cost effective methods and here are three to help jump start your marketing efforts.

Promote One Time Specials

Special offers, available for a limited time only, have been employed over the years to market everything from school supplies to luxury automobiles. They are used because they work and they work because everyone likes to be offered and take advantage of bargains. Making these deals available for only a limited time provides just enough extra incentive to bring a consumer who was riding the fence into making a purchase. Excellent results can be obtained by advertising them in full color flyers and marketing brochures.

Besides the natural inclination to take advantage of a bargain, there are specific times when special offers can be very useful to increase your sales. They can provide an added enticement for customers to use services when your seasonal business is out of season. They can also be very effective as an inducement for existing customers to try new products or services.

Create Package Deals

The fast food industry has become sold on this method for increasing their sales volume. They create their 'combo platters' by combining products that are naturally consumed together and making the price of package cheaper than purchasing the items separately. Whatever the products and services, you can combine those that are most naturally used together and offer them as a special package. You can make your package available in a limited one time offer printed on 5 x 7 cards and promoted through a postcard marketing campaign.

Find a Special Niche

In any market there are those who because of the peculiarities of their business form a unique subset of the whole. Because they are similar to the market in general, they can usually get their needs met, but they are not generally happy with the one size fits all approach that tends to drive big business. But as a small business owner, the ability to provide excellent service is your strength and these under-served markets can become your bread and butter.

Look at your target market and identify the segments that might need things just a little different. Design products specifically to meet those needs and then create one time specials and combination packages to provide the right incentives for those consumers to do business with you.

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