Every company, regardless of size, has a marketing budget. Some of those budgets are large and some are small. But even if you have a limited budget, you can still produce great marketing results.
There are many opportunities to promote your company without emptying your wallet. Be creative. Look at who your current and potential customers are. Now think of ways to put your products and services in front of them and keep them thinking about you.
In many cases, purchasing decisions are based on timing. You want to be in front of that customer when it’s time for them to buy. Rather than coming up with revolutionary marketing tactics and strategies, focus on relatively simple, cost-effective methods that can deliver revolutionary results: making a game plan, rubbing elbows, building your prospect list, putting yourself out there, and staying in touch.
Making a game plan
Always start with a plan. It will help you determine what to do, when to do it and how much it’s going to cost. You can create a comprehensive sales and marketing plan on your own; there are many free resources to help. Search online for “marketing plans,” or go to your local library. Some tools will be geared toward Fortune 500 companies and others designed for small companies. Take everything you gather and treat it like a big buffet line. Determine what makes sense for your business and dig in. Be practical. Don’t bite off more than you can chew. Your plan should be achievable. With no investment other than your time, you can build a marketing plan that will drive results.
Rubbing elbows
People like to buy from people they know. So how do you get to know them? In most areas there are Chambers of Commerce and industry associations. By joining these groups and participating, you will begin to develop relationships with individuals who can refer you to their company's portable sanitation purchasing managers.
Don’t forget about referrals. If you believe you’re doing a good job, ask your customers for referrals. “Do you know any other companies that you could refer me to?” It’s just a question and it doesn’t cost you a penny. A local auto dealer originally from Germany built his business by asking everybody he knows, “Who do you know wants to buy a car?” His is now one of the largest dealerships in the state.
Building your prospect list
Resources are available that won’t break the bank. The Yellow Pages are a good start. You can peruse online business listings as well. These listings won’t tell you the size of the prospective customer though, so try your local business journal or similar business publications. They typically print a book of lists, which contains local business resource lists such as construction companies, golf courses, and special attractions. They also print building permits and newly awarded construction projects. If you’ve joined professional associations or Chamber of Commerce groups, you will have access to their lists. These resources can account for a prospect list in the hundreds.
Putting yourself out there
Build a presence within your market and promote it. Do you have a Web site? You don’t need to know programming or be a design genius to start a basic Web site. You can purchase your domain (Web address) and for a minor investment of time and money you will be up and running with your own Web site. For resources, go online and search for “Web site templates domain names.” If you can’t afford to hire a Web site designer, this is a better alternative to not having a site at all.
Brochures and flyers will go a long way in your promotion. Today, most of this can be done at home or in your office with a computer and printer. Templates are available online. Do a search for “free brochure templates.” Quick-print shops may do free design and layout if you get the printing done at their shop. Don’t let budget constraints prevent you from using these marketing tools.
Another obvious handout is your business card. They are inexpensive to print, so be liberal and hand them out to everyone you deal with. Get your name and number in your customers’ and prospects’ hands. Also, what do people see when they drive down the road? They see your trucks, trailers and equipment. Put your company name on your entire fleet. Get signage on everything. The more people who see your name, the more calls you'll get.
Staying in touch
The most obvious way to stay in touch with your customers is to call or visit them. This can be time-consuming if you don’t have a sales person. Postcards are an inexpensive and versatile way to stay in touch with prospects. Search online for “postcards,” or try your local quick-print shops.
If your service is required once a year, flag your customers to receive a reminder mailing from you prior to their next service date. Build in an offer and get them to call you. E-mailing and faxing is economical, but should be used sparingly. When faxing, be sure you’re not violating do-not-call laws. Get your customers’ permission to send periodic faxes. Some people do not like to receive sales solicitation via fax and e-mail. If you use this method, try to send information that has value and not just a sales pitch. Remember, you don’t always have to be selling, but keep them thinking about you.
