Starting Small Business Promotional Campaigns

So you’re starting a small business. You've figured out what you want to sell or do, set everything up, and even framed your DBA on the wall. Now, the only thing left is finding customers to purchase your product or use your service, correct?

But how are you going to let the public know that you even exist?

Promote! Promote! Promote!

That may sound simple, but let’s face it, not everyone is a natural marketer. Whether you're a financial specialist, a boat builder, or even a llama farmer, marketing principles probably weren’t a big part of your training. So how do you go about promoting your business effectively?

Let’s start with the basic principles of promotion.

What is Promotion?

Promotion, by definition, is any activity aimed at attracting attention or interest to a person, product, event, or service. It can include advertising, public appearances, digital campaigns, and more. Simply put, promotion is all about getting noticed.

Why Do You Promote?

The purpose of promotion is to ensure people know you exist and that you’re open for business. If you don’t promote, it’s unlikely you’ll succeed. You need to communicate with your audience to stay relevant and competitive. Promotion drives attention to your products or services, and without it, potential customers may never know you exist.

How Do You Promote?

There are countless ways to promote your business. You’ve probably heard people say, “I don’t promote; my business comes from word of mouth.” But whether they realize it or not, they are promoting. Word-of-mouth itself is a powerful promotional tool, as are branding and customer interactions.

Here are a few ways to promote your business “knowingly”:

• Greet your customers with a smile: A positive first impression makes a lasting impact.
• Follow up with your customers: After they've used your product, a follow-up call shows you care and can also open the door for more sales.
• Present your products professionally: A well-packaged product with a neatly placed shipping label shows that you take pride in your work.
• Keep marketing materials handy: Brochures, catalogs, or business cards should always be available for customers to take with them.
• Create a welcoming environment: If customers visit your business, make sure they are greeted professionally and treated well.

Anything that gets attention for your business in a positive way is promotion. However, reaching larger audiences often requires more strategic efforts. This is where the concept of direct mail marketing comes into play.

Direct Mail Marketing

Direct mail marketing is a targeted advertising approach where businesses send promotional materials directly to consumers’ mailboxes. This method can be particularly effective for small businesses trying to build local awareness.

Compared to digital advertising, direct mail tends to have a higher personal touch. People are more likely to physically hold and engage with a piece of mail, especially when it’s visually appealing and contains a strong, clear message.

But why choose direct mail over other forms of promotion?

Benefits of Direct Mail Marketing:

1. Tangibility: Unlike an email, a physical postcard or brochure can be held, making it more memorable.
2. Targeting: Direct mail campaigns can be laser-focused on a specific demographic or geographic area.
3. Personalization: It’s easy to customize direct mail, adding personal names and tailored content.
4. High Engagement: People tend to engage more with physical mail compared to online ads that they can easily scroll past.

Now, let’s dive into one of the most effective tools within direct mail: postcards.

Direct Mail Postcards

Postcards are one of the most cost-effective and impactful ways to deliver your message to potential customers. Unlike traditional letters, postcards don’t require opening they're instantly visible. This makes them perfect for getting attention quickly.

Why Use Postcards?

1. Instant Visibility: Since there’s no envelope, the recipient sees your message immediately upon picking it up.
2. Cost-Effective: Postcards are cheaper to produce and send than letters or brochures, making them a great option for small business budgets.
3. Memorable Design: A well-designed postcard with bright colors and a clear message can stand out and leave a lasting impression.

In fact, many businesses report higher response rates from postcards than from other direct mail methods.

Here’s a real-life example that highlights the effectiveness of postcards:

A Success Story: Postcards vs. Letters

A communications and promotional director for a medium-sized business was spending thousands on fancy letters, catalogs, and brochures, sending out about 40,000 pieces per week. This was generating roughly 120-140 leads per week and two new sales, resulting in around $45,000 in revenue. While this wasn’t bad, it wasn’t amazing either.

Then 9/11 happened, and suddenly, nobody wanted to open envelopes anymore. The leads dried up, and the company was facing a potential disaster. The director knew they had to keep promoting, but sending letters seemed pointless.

That’s when the mailing house suggested switching to postcards. With less budget, they sent out 20,000 postcards weekly. The cost per piece dropped by 60%, and astonishingly, the number of leads per week remained the same 120-140 leads.

The reason? You don’t have to open a postcard. The message is right there, visible immediately. It’s harder to ignore and less likely to be thrown out unopened like so many bulk mail letters.

How to Start a Small Business with 1000 Australian Dollars

Starting a business on a tight budget, like 1000 Australian dollars, is entirely possible if you're strategic. The key is to focus on low-cost, high-impact methods like direct mail postcards and social media marketing.

Here’s how you can get started:

1. Niche Down: Focus on a specific product or service that you can offer without a lot of upfront costs. For example, consulting, freelance work, or dropshipping.
2. Leverage Free Marketing Channels: Use social media platforms and online communities to create awareness and promote your business without spending a dime.
3. Invest in Direct Mail: With a small budget, creating and distributing postcards is an affordable way to generate leads. Focus on targeting local areas to get the most bang for your buck.
4. Barter or Trade Services: When possible, exchange your products or services with other small businesses to get what you need without cash transactions.

The Role of Business Marketing in Small Enterprises

Business marketing plays a pivotal role in the success of small enterprises. While large corporations have extensive budgets for advertising and promotion, small businesses must rely on more creative, cost-efficient strategies like direct mail marketing, social media, and grassroots promotion to get noticed.

Joy Gendusa’s Influence on Direct Mail Marketing

When it comes to direct mail marketing, few names are as influential as Joy Gendusa, founder of PostcardMania. Gendusa revolutionized direct mail marketing by promoting the idea that postcards, when designed and used properly, are an effective tool for businesses of all sizes.

Her approach focuses on clear messaging, professional design, and cost-efficiency, which have helped thousands of small businesses succeed using postcards.

Conclusion

Promoting a small business requires creativity, strategy, and persistence. Whether you’re using direct mail postcards, focusing on business marketing, or learning how to start a small business with 1000 Australian dollars, the key is to make sure your message reaches your target audience in an impactful way.

Promotion is not just an option; it's essential to your business's survival and growth. By choosing the right methods and tools such as postcards and targeted direct mail campaigns you can significantly boost your chances of success, no matter your industry.