I was asked recently to provide some “low cost” ideas for a group of businesses. The request prompted me to revisit the whole concept of “low cost” when it comes to promoting a business. To be sure, there are plenty of “cheap” trinkets, gadgets & gizmos available in the marketplace – if that is truly what you want.
In my opinion, there is no such thing as “low cost”. The immutable law of “You get what you pay for” rules in the world of advertising & promotion as it does throughout the rest of the world. You may find a “cheap” way to advertise, but what will it cost you in the over-all image of your business?
When you are looking for a “low cost” idea, does that mean you want to look cheap? In other words, do you want the image and branding of your business to make the statement that you are not willing to invest any more than the minimum in presenting yourself to the public? Don’t get me wrong, I don’t believe there is anything wrong with presenting that image to the public – as long as that fits into your positioning statement.
You don’t need to drop a bunch of cash into promoting your business, but you must invest SOMETHING into your marketing efforts. If you don’t have cash for advertising & promotion, there are other ways to get your message out. You can get involved with networking groups, give classes, provide free samples, write a blog, spend time on personal calls and many others. Time and effort invested now will pay dividends when the economy starts to come back – and it will.
The bad news is, even in today’s depressed marketplace, there is no free lunch. Cheap is still cheap. It may be fashionable today but you will have to live with it in the future. The good news is that starting today and moving into the future, this is a great time to promote your business. The playing field is less crowded and the everyone is just like you – trying to figure it out. Invest some time now and you will see the payoff in the future.
Want some ideas? I’d be happy to let you use my brain for awhile – just let me know.