Always Be Selling!

Promoting Your Online Business - Offline

Often, I'm asked what can people do to market their business BESIDES the internet? After I pick my jaw up off the floor - because we know there's nothing besides the internet, right? :) But really, you can't be online all the time (I know, I've tried), and a lot of people don't have access to broadband or high speed internet, so their marketing activities may be curtailed a bit by such limitations. However, to be successful in any type of business, you have to Always Be Selling - whether you're pushing a product, or offering a service - Always Be Selling, 24 hours a day, 7 days a week. Your online banner ads and link campaigns may work for you while you sleep, but there's another component of marketing that you shouldn't miss out on - the offline promotion of online businesses.

Recently, a local dating website launched and placed little white signs at nearly every street corner in this area. You couldn't miss them and you couldn't help your eyes being drawn to them as you sat at the traffic lights waiting to proceed. They were really simple signs with just their web address printed in black ink on bright white card stock, but their URL was burned into my brain for weeks after. At one point, they all disappeared, and then they would pop up again - I'm guessing that they violated an ordinance about public displays and they were ordered to remove them. But in true guerilla marketing fashion, it was worth the risk in their minds, because the impact that the signs made in that short time outweighed whatever fees they may have had to pay, and the fees were most certainly less than that same amount of exposure would have cost them in the traditional methods of advertising. I'm certainly not advocating that anyone break the law, but as a Marketing major, I admit to being impressed at how quickly they covered and concentrated their market, and that likely translated into hundreds of new customers.

What this means for you, is that you should do it the legal way - find out what your local ordinances are regarding posting signs and if possible, go to a print shop and have a batch of weatherproof flyers and durable yard signs made up that announce your website. (If you print the flyers yourself, purchase clear plastic covers to encase them in before you post them outside, they'll last longer!) Make sure the words are clear and visible to a person passing by in a car, so that they don't have to squint to read it and risk an accident. I've spotted a number of signs on telephone poles as I'm driving by, and they look interesting, but the print is too small for me to read, so I miss the message. Take both walkers and drivers into consideration when putting together this type of marketing blitz.

Business cards are still a valuable marketing tool because you have the opportunity to market to everyone, not just those with a computer. Not only can you hand them to people you encounter throughout the day, but you can stick them on store bulletin boards (I'm one of those that actually read those), include them in mailers, and even drop them at restaurants and diners to win free meals AND have your card prominently displayed for a week or two. Strive to move beyond the plain, static black and white cards. There are so many options for business cards that will really WOW your audience by presentation alone, so be creative and go for high impact color, designs, and even humor, where appropriate - and be sure to put your URL and email on the card. Don't let your card get tossed in a purse or a desk drawer, make it a card that people want to look at, keep around and share with others.

Think about how many hours per day you spend in your car - how many people do you think read your license plate in one day? It's a natural habit of both drivers and passengers to read the back of your car when they're behind you on the road, that's how bumper stickers were born, but that information likely doesn't stick, its just their eyes automatically scanning the back of your car and taking in that little bit of useless data. I think one of the coolest products to take advantage of that advertising space on the back of your car is the I.D. It! Plate. These sleek gold or chrome letters spell out your company name and/or website, and they are very classy and sophisticated looking, much less gaudy than those magnetic vinyl signs that look like you're driving a fleet car. I love the mystery of these because they emblazon your website in the viewer's mind and then they've got to get to a computer to see who and what it all means. Check out I.D. It! Plates - they're under $50 and delivery is FREE.

Another tip for offline promotions is to be aware of opportunities to donate within your community - its a great way to give back and at the same time, get a little bit of publicity for your business. Be on the alert for schools or churches seeking donations for projects - usually they will ask for either money or items purchased in the form of gift cards, or toy drives, etc. They usually publish the names of the donors and there you have achieved a double bonus of goodwill and exposure, at very little cost.

If you sell a hands-on product and your town has trade centers, otherwise known as flea markets or swap meets, inquire about pricing for booths, tables or tents. Often, the space on the parking lot is free or deeply discounted if you supply and set up your own tent. Rates for booths will vary, but locally, one of the trade centers rents booths inside the air conditioned building for as low as $15 per day, and they are only open Friday through Sunday. This is ideal if you know you will sell enough product to justify the cost. With thousands of visitors daily, you are almost guaranteed to find it worth your while. I know a lot of people that sell Stuff a Friend kits or candles, and they get a very good return on their small investment in the booth. Even if you don't have an actual product, consider setting up an Information Booth to distribute promotional materials that advertise your services. Set your booth up to be appealing and offer something that will attract the passerbys so you can get your materials in their hands - refreshments are generally a good bet!

Along those same lines, check out citywide or school sponsored craft shows or Mom2Mom sales, if you have a product that will interest that audience. Table rentals for these events is always very reasonable, somewhere around $20-30, and again, you've got a steady stream of people whose eyes will land on your product or information. Be sure to have an adequate supply of advertising materials and handouts so you don't have to close your station early because of a lack of supplies.

One note here though - I've seen in a few forums where people suggest that if you don't want to sit in the booth or tent all day, toss yours or a neighbor's kid a few dollars and have them babysit the operation. I can't express to you strongly enough what a BAD idea this is. If I stop at your booth and some kid tells me they're just sitting in for you and they know nothing about the business, I won't come back. Ever. You don't want to lose customers by not having enough respect for your business to provide a knowledgeable representative. Put up an "Out to Lunch" or "Back In a Minute" sign, if necessary to take a break, but represent your company properly at all times.

These are just a few of the ways you can create buzz for your online business by working it offline. I'm sure you will be able to pinpoint many more once you are tuned into looking for opportunities when you step away from your computer. Remember, Always Be Selling!