Here are some low-cost, high-impact marketing ideas from around the country to keep business rolling in. Some of these ideas may be more effective in some markets more than others.
Dinner on the shop. One shop owner is trying to spend a bigger portion of his marketing budget during the tough economic times in his small community to directly help local families and other community businesses. At least once a week when he’s out eating in a local restaurant, the shop is picking up the dinner tab for one or more other couples or families elsewhere in the restaurant.
The paid dinner tab comes with one of the shop’s business card. The shop owner said after several months, it’s become something a group of local restaurant owners are talking to him about helping promote (he decided to keep the money local by buying dinners only in local restaurants, not national chains). One family wrote a letter to the editor of the local newspaper to thank him. He said he feels much better about spending the money this way rather than buying advertising. And, most importantly, he can track at least several jobs that have come into the shop as a result.
Your vehicle as billboard. Some shops owners see their company vehicle as the perfect “rolling advertisement” for their shop. Painted lettering, magnetic signage, window decals or license plate frames can put your shop name in front of others on the road.
You can also make that message stand out a little more by wrapping your entire vehicle in a pre-printed decal promoting your shop. Signsource USA in Pompano Beach, Fla., is among the companies offering this service, which can average about $3,500 per vehicle (depending on required design work, vehicle style, etc.). For ideas, you can visit that company’s website (www.wrapyourcar.com).
Look for free publicity. Arrange for a local reporter to visit your shop and do a segment. Most local stations have reporters who do community pieces or take this job segments on their morning newscasts. A segment on the reporter’s visit to your shop provides you with a no-cost marketing promotion.
Tough times force some businesses to make cuts where they can, and marketing is sometimes one of the budget lines that (often foolishly) gets cut. That makes this an ideal time to beat out competitors by keeping your name out there – often in ways that don’t have to cost a fortune.
