Every Mom who has a home-based business is looking for ways to better market her products or services. It takes time, but when done properly can bring great rewards. Here are some of the things I suggest when I write marketing plans for small businesses:
News Releases:
I suggest one a month to key media. This can be local or national depending upon the scope of your business. Don’t forget to include consumer, trade, business and niche markets. There are many reference books at the library to look up the name and address of appropriate media to contact. These books can be found in the reference area – ask your librarian for assistance.
There are also online news release services that you can post online. PRWeb.com is one of the larger ones but they charge a fee now.
When pitching (via letter or news release), the news release shouldn’t totally focus on your product/service unless you are announcing a new product or service option. Discuss how your product relates to a new trend in the marketplace or how you are donating a percentage of products to a non-profit organization.
Or, set-up an event and invite the media. For example, an author I work with had written a book about etiquette for teens. We created an event at a local mall with stores providing fashions and this gave her an opportunity to speak and sell her books.
Position yourself as an expert by submitting a letter and your background information to the media. Let’s say you provide an organizing service. Send letters introducing yourself, your background and your business. List the topics you can speak about, like tips for spring cleaning, tips for getting ready for the holidays, tips on how to stash summer gear, household “green” cleaning solutions; topics that let them know that you can speak on a variety of topics.
Promotions:
This is a way to get your business in the public eye, without necessarily making a sale to do so. A lot of times you can cross-promote with other companies that are looking to reach the same audience as you.
As an example, with my Tot-a-Doodle-Do! “Crafty Kids” Craft Kits. I have three kids and I frequent a local indoor play arena. I noticed the owner had shelves to display products made by moms. I asked her if I could show my Kits there as well and not only did she agree, but she asked me to demonstrate them at an upcoming event she was having.
Is there a way you can sample or demonstrate your product or service? Find opportunities or create speaking engagements where you can introduce yourself and your services/products to consumers. Do you make floral arrangements? Arrange to do floral arranging seminars. Do you sell diet or nutrition products? Sample these at a local fun run. Do you make chocolates or cookies? Can you sample and sell these at the local playhouse before or during intermission. Get creative!
The above are just a few suggestions. A complete marketing plan should incorporate advertising, public relations, sponsorship, Internet, promotions, and sales strategies.
My Stats: I have over 16+ years in the public relations, marketing and advertising field having worked with major consumer brands including Body Glove, Coca-Cola, Starbucks and others to help launch new products. I am now a freelance marketing consultant assisting mom-based and small businesses with their campaigns. I am also the creator and co-producer of Tot-a-Doodle-Do! Children’s DVDs and “Crafty Kids” Craft Kits. Visit me at www.totadoodledo.com or email me at firevents@san.rr.com with marketing questions.
Heidi Niehart