Top Tips To Promote Your Business Locally

09/03/10

By Director of Access Point UK, David Robertshaw

The recession has meant that many businesses are looking for alternative ways to promote their products. By providing consumers with better propositions, communicated through more direct channels, they hope to gain better cut-through than would be achieved through traditional routes i.e. in-paper advertising.

It is common business practice to exchange coupons and undertake joint mailings with other noncompeting local businesses which serve the same clientele but the variety of promotional options available can be confusing and often seem like a minefield to SME owners and managers.

To stay profitable in a competitive market, businesses...

...need to anticipate and react to changes in consumer attitudes and behaviour. The current financial climate is pushing more and more consumers toward deals, coupons and promotions to help them to save money and preserve their disposable income - such propositions can be effectively communicated, at a relatively low cost, via in-store promotions and till roll advertising. However, when considering these types of promotional activity there are a number of key factors to consider:

- Target market

Who is your business looking to communicate with? In-store promotions are an effective method of directly communicating with people in the local community.

The majority of companies that we work with have a customer base within their local communities and supermarkets, since they are modern centres of the community, offer the perfect venue to communicate en-mass to the client's target audience.

- Product/proposition

Does your product/service lend itself to being promoted locally via this medium? It's important to ensure that your business offers a non-competing service that compliments that of the chosen partner business/venue. If targeted incorrectly your promotion will not be maximised and the message could become lost.

- Redemption costs

When considering the use money-off coupons or cut price offers, anticipate the possible redemption rate and calculate the cost... continued on page two >

 

 

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