Thinking Outside of the Big Yellow Book: Part 1 of 3

As a marketing expert who works solely with small to mid-size companies, friends who own their own businesses like to pick my brain for advice. Typically they've done some direct mail or maybe placed an ad in the yellow pages but aren't quite seeing the results they would like. They ask, "what else can I do?"

With the economy in a bit of a downturn and budgets tight, many business owners need to step out of the box and look at what other options can build their brand and create buzz without breaking the bank. Today's blog is part one of a three part series that explores tactics beyond a radio spot or local newspaper ad that deserve some consideration for your marketing plan.

*Print*

1. For some niche audiences, the best place to reach them is by their local neighborhood newspaper, association newsletter or church bulletin. These seem so "old school" but if you are trying to reach a localized market or one that trades within blocks or miles of their home, then this is a great way to reach a particular area of a zip code or large subdivision.

2. Yes, it seems that no one uses the yellow pages anymore; it's Google all the way. But for many, their computer is not the first place they think of going when looking for a local plumber, roofer or electrician. Especially if your target audience skews older or are home-owners, the yellow pages can help make that cash register ring. In a recent Wall Street Journal article, the reporter offered an excellent idea to existing yellow pages users: if you are in a community that already knows you, consider pulling or shrinking that ad and advertise in the neighboring town's book.

3. Don't forget to advertise when and where you are working. Place a sign out front of a client's home during a carpet install or a table tent when you're catering a business lunch with your name, logo and contact information (preferably the company website address).

Next week: online and emarketing

Learn how we can build your brand and create buzz for your company at www.create-buzz.com.