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Advertising tips and tricks

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Advertising can be a boost to your business, but it need not cost the earth. Of course, there are many different ways you can advertise your business – from traditional advertising which includes television, radio to getting technically savvy and advertising on the internet. Whichever type of advertising a business uses, it’s important that it stands out.

Peter Switzer, founder of switzer.com.au, says a unique selling proposition (USP) can help a business stand out from the crowd. It defines what a business stands for.

Google’s USP was “The search engine of the world”; Woolworths of course has “The Fresh Food People”.

Out of the square advertising

Tim Pethick, founder of fruit juice business nudie had to think outside the square to market his business as he didn't have the resources for a TV advertising campaign. Word of mouth played a big part and choosing the name ‘nudie’ was a part of that.

“Creating the name and the brand was all about generating something that was truly remarkable,” he told Switzer on his Sky News Business Channel program - SWITZER. “When you think about it, what does that word [remarkable] mean? Well it just means getting people talking. They remark about things, that’s word of mouth.”

Pethick explained that he wanted to “empower” potential customers. He also wanted to make them “advocates for the brand and for the business – to be sales people if you like”. This is called tribal marketing.

Street marketing

Pethick stood on street corners and at beaches providing samples and giveaways to people passing by. He says product sampling was important as people were unexpectedly delighted by the product.

“They were expecting it to be just like everything else, and in fact it was different,” he said.

But there was a problem. He didn’t know whether people were talking about the product or even whether they liked it.

So Pethick created a flyer with his contact details and gave it to everyone who took a sample.

He told them, “if you really love this product, go to a store you’d like to buy it from and ask them to stock it for you.”

People could then give the flyer to the store for them to contact Pethick.

The strategy paid off. In the twelve months from January 2003, he and a friend that was working in the business, Hank Kingman, had gone from one outlet to 4,500 outlets selling the product. And a lot of the outlets came to them.

Word of mouth

Word of mouth marketing can be important for a business. The advertising for your business you can gain through it is important. People tend to trust their friends and family more than traditional advertising out there.

Pethick explains that he had downloadable petitions for people to sign in order to get outlets selling his products.

“We provided lots of opportunities for people to get involved because what happens when someone’s involved in helping you create a brand or a business like that, they tell everybody else about it: ‘I was part of that journey!’” he says. “They feel a sense of ownership, and so it develops almost a cult like following for the business and the brand and it’s hard to unstick those sorts of relationships.”

Make sure your business stands out when it comes to advertising.

Work on your business, not in it. To learn how, book a complimentary business assessment today with a Switzer Business Coach.

Important information:This content has been prepared without taking account of the objectives, financial situation or needs of any particular individual. It does not constitute formal advice. For this reason, any individual should, before acting, consider the appropriateness of the information, having regard to the individual’s objectives, financial situation and needs and, if necessary, seek appropriate professional advice.

Published on: Monday, July 12, 2010

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