In Chapter 1 we cover the initial phase of starting your new business, in Chapter 2 we refine the actions and deeds that are required of you to grow the business to an acceptable and profitable state.
Extended effort
As an extension of your initial marketing efforts, the following complementary actions will greatly enhance your community profile and contribute to your success.
– From day one, build a database, expensive software is not a prerequisite, use an Outlook and/or Access database. Keep phone numbers, addresses and, if possible, a complete purchase history for each customer.
– Use your email platform, send emails in HTML format and make sure to include a graphic and your tagline.
– Revisit institutions if you think there is a potential benefit to you and your company.
– Employing scholars during weekend terms, scholars are always eager to learn, have influence among the youth, and have an arrogant pride that is hard to define.
– Start a community-based business Facebook page, connect with other businesses in the community and share the cost of advertising on Facebook.
– Start a community blog; create links to all the institutions you visited on your initial tour.
– Get involved in community affairs, community decision-making and community projects. Be big in the community.
Budget
As soon as funds are available, advertise via an advertorial ad (an ad with editorial content) in a community newspaper, this will give the community a news-based perspective on you and your business.
As your advertising budget increases, you can make more definitive and extensive efforts in the marketing department.
How much money should you spend on community marketing?
A judicious allocation of five percent of your turnover, or alternatively eight percent of your gross profit, will provide you with sufficient funds to realize your dreams and ambitions.
Sponsorship
Sponsorship is always a very contentious topic and making the decision is never a simple or easy decision. The guidelines you should follow are:
– Always sponsor a community organization.
– Art contests for children or students are a good example, this way you take care of future clients.
– If possible, issue vouchers redeemable only in your business as sponsorship or prize. Coupons have a market value greater than cost value, if you sponsor a book award, the book retails for $25.00 but costs you $18.00, the perceived value of the sponsorship is still $25, 00 and never $18.00.
– Involve the local press in reporting the announcement when a sponsorship by your company occurs or when the ceremony takes place.
Community Responsibility
Contribute a small but regular monthly amount of money from your budget, thereby contributing to homeless shelters and community-based feeding schemes.
Summary
Community and local marketing is extremely profitable and rewarding, follow a plan, be bold and big within your community and your people. When you have conquered your community, then you can consider the larger media and advertising campaigns.
The bet or smart money is that you will have so much fun completing your community marketing that your immediate goal would be to open a second outlet within the same community.