I’ve had quite a few people who are fresh into their first business, ask me how to market their venture. They usually have no idea whatsoever about marketing and are working with a very tight budget (its there very first time). The situation (mostly) revolves around some sort of retail venture, whether it be internet based or a shop outlet.
Although it may sound like an obvious place to start, the most common and biggest gap they have is a lack of research. They all failed to research their market and business in any way.
Research should be the very first point of call when considering any marketing especially if you’re having to pay someone else to carry out the execution. If you’ve started up in business then this research should have already been done. Even if its wrong at least you’ll know where you’re going wrong and how to adapt.
Why guerilla style? This research is something you can do on your own. All it takes is a little time, persistence and maybe some creativity. Take it upon your own shoulders to go out there and find out.
Obviously each business is different and the variables will change according to the nature but this is what to research in general.
Your business……………..
Who are you?
What you do?
What makes you different (USP)?
Demographics?
Who are you targeting? (be specific……male, female, old, young, professionals, ethnicity, etc)
Where are you located?
Where are your customers located?
Where are your competitors located?
Whats around your location? (any potential customers? Office blocks, shops, town centre etc)
Your competitors…….
How do they operate?
Are they successful?
When are they busy?
What are their trends?
CRM
Get your customers and visitors details
Keep them in the loop of your business.
Budget
Maybe the most important question, how much do you have to play with.
After initial research you should get some answers as to how, where and who to market to. Once again the execution can be carried out guerilla style. Be active and be unique, it will make a difference.
Specific Marketing?
Whatever marketing you carry out, try and be specific with your execution. If you’re publishing adverts try and place them in relevant and specifically targeted publishings/locations rather then a general publisicised advert spot. Follow this route for all your marketing activities such as:
Flyers to local community/businesses -
Special offers to local community/business
Special opening event
Sell in side your customers location (go to them)
Pro bono work & PR – Give a little back
EMAILS
SEO
Brand & design
Make sure you are reaching your TA rather then a common general public.
Top tips:
Emails are a cheap and effective way of promoting your business and bring return custom but beware. Buying a contacts list is a quick fix in reaching out to potential clients but a bought list is actually considered as a spam list. You are not actually allowed to send emails to people who have not given out their email address directly to you. The result is that you could be blacklisted so try and send emails only to people who have given consent.
The more research you can carry out the better position you will be in.
