Low-Cost Marketing Ideas
 By Alex R. Merriman

An economic downturn is not the time to stop marketing your small business. But, it is a time to reach for low-cost marketing tactics that are proven to be effective.

While competitors might be pulling back on marketing and advertising, you can gain ground by staying top of mind with clients and potential customers.

Here are four low-cost marketing ideas you can use during tough economic times.

1. Ramp Up Your Web Site
If your small business doesn’t have a Web site, build one now. You can use the site as an online, premier piece of marketing collateral. Or you can set up your site to sell online. Either way, AFS can help through the Members Online benefit.

With Members Online, you get everything you need to get your small business on the Web:

• Web site development
• E-mail
• Hosting
• Site maintenance tools
• Toll-free technical support

Plus, you can choose from two packages to meet your needs and your budget. The Professional Package is perfect for promoting your service business. The E-Commerce Package offers a fully e-commerce enabled Web site for selling products online.

Find out more by clicking this link: benefits.afswebsite.org

2. Send Postcards
Postcards are cost-effective to produce and inexpensive to mail. Send them to existing customers to announce sales and other special offers. Or develop a list of potential clients and create an attention-getting postcard that will grab new customers for your small business.

AFS Members can get expert help with designing, printing and mailing postcards from AlphaGraphics. Their team of certified professionals will work with you to find the best solutions for your small business, including:

• Design services
• Offset and digital printing
• Mailing

And AFS Members save 10 percent off retail prices at participating AlphaGraphics nationwide. To learn more about how AlphaGraphics can help you market your small business, follow this link: benefits.afswebsite.org.

3. Visit Your Customers
Paying attention to your current customers can do wonders to boost your bottom line.

Make it a priority to treat your customers to a casual lunch. Or visit their businesses and ask how you can help them succeed. Take time to strengthen relationships and build business alliances.

You can make a great impression on clients with professional marketing materials from Burns Graphics. Burns Graphics offers AFS Members a small-business printing package of letterhead, envelopes and business cards with a bonus of 500 free business cards. Plus, AFS Members save from 10 percent to 30 percent on all printing.

Need promotional items as giveaways to your customers? Burns Graphics offers AFS Members 10-percent to 20-percent discounts on promotional products such as pens, magnets, mugs, clothing and much more.

Emphasize Value
You can enhance your brand and win the hearts of customers by selling value. That doesn’t mean selling at the lowest price. It means demonstrating the value of your products and services by:

• Delivering excellent customer service
• Finding the right product or service for the customer
• Selling top-quality merchandise and/or services
• Offering the best guarantee possible
• Correcting any problems to make sure the customer is satisfied

Need help identifying the value proposition of your small business? Talk to AFS ProTalk consultants. AFS Members have unlimited access to ProTalk at no additional cost. These professional consultants will answer your marketing questions – and more – within one business day.

(Posted December 2008)

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