Marketing on a Budget

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Marketing on a Budget

A successful marketing plan doesn't have to include an athletic superstar, prime-time placement, state-of-the-art computer graphics or a massive budget. Being resourceful and smart can be just as effective.

Business promotion doesn't have to cost a fortune. Often, it's the personal touch that seals the deal. Here are ideas gathered from marketing experts to help you make the most of a slim marketing budget:

Use Press Release Power
You might not realize it, but reporters sometimes need you as much as you need them. The key to getting their attention is coming up with a newsworthy item that is concisely written.
* Peg your release to real events, such as fundraising drives or a new service your business offers. Don't be witty to amuse yourself the idea must have a concrete purpose.
* If you can't figure out why your company might be newsworthy, ask your friends what they find interesting about your company.
* You can also utilize your built-in research tool your customers. If you have an offbeat idea, bounce it off them or have them fill out a short questionnaire. Ask them why they use your business.

Think Differently
Concoct an event to draw media coverage. For instance, a Japanese restaurant could create the world's largest sushi roll and advertise its record-breaking "sushi queue."

Put A Face On It
Placing your photograph on your business card creates a personal relationship, even if they don't know you. Not only will people remember your name, they'll remember your face.

Print The Praise
If someone says, "You do a great job," say, "Thanks, very much, that means an awful lot to me. I would appreciate it if you would write a testimonial letter." Then make the testimonial part of your promotional package.

Borrow A Message
When you see an article on a subject that might interest your clients, send them a photocopy with a note that says, "I thought you might be interested in this." You're making a personal connection with a client and associating yourself with the authority quoted in the article in the process.

Think Outside The Box
You don't have to outspend your competition, you just have to outthink them. Some examples: Buy a billboard ad every other month for a year. Chances are, the billboard won't be replaced on the off months, so you'll get more exposure at no extra cost.
This concept also relates to how you run your business: Always try to figure out how to give your customers something they can't find elsewhere, such as a children's play area at a restaurant.

Try The Old Faithfuls
Don't dismiss time-honored solutions that increase your company's community profile, such as sponsoring a charity event or outfitting a local little league team. You'll get your name out there, and that's what counts.

Ann Marie Rubertone is a marketing consultant & freelance writer. Her two newest booklets, "The One Page Marketing Plan" and "13 Household Items You Can Use To Market Your Business" tips for marketing on a shoestring budget that can make the difference between success and failure. Check It Out is a customer-driven marketing firm providing design, writing, editing, desktop publishing services, and hands-on marketing workshops for independent professionals and small businesses. For more information, contact Ann Marie Rubertone, Check It Out (772) 335-0073, Port St. Lucie, FL www.checkitoutinc.com cio@adelphia.net

In The News:

Yahoo! News: Top Stories

Stocks point to moderately higher open (AP)

AP - Wall Street headed toward a higher open Tuesday, following a now-familiar pattern of snapping back after a huge selloff. Investors, while looking for bargains, are focusing on the health of retailers and automakers.

Big Three automakers to submit plans to Congress (AP)

AP - Detroit's automakers, making a second bid for $25 billion in funding, are presenting Congress with plans Tuesday to restructure their ailing companies and provide assurances that the funding will help them survive and thrive.

Recession-hit automakers brace for grim US sales (AP)

AP - Walloped by the recession, automakers' U.S. sales are plummeting as hard-to-get credit, job losses and other stresses make many Americans wary of taking on big-ticket financial commitments.

Thai government falls after court bans premier (AP)

AP - Thailand's prime minister resigned on Tuesday after weeks of protests that paralyzed his government and closed the capital's airports. Cargo flights resumed and protesters promised to lift their siege by Wednesday.

'Chemical Ali' sentenced to death in Iraq (AP)

AP - A special Iraqi court sentenced Saddam Hussein's notorious cousin, "Chemical Ali" Hassan al-Majid, to death Tuesday after convicting him of crimes against humanity for his part in crushing the 1991 Shiite uprising in southern Iraq.

Ga. Senate runoff could decide balance of power (AP)

AP - Georgia voters had their hands on the balance of power in the next U.S. Senate as polls opened Tuesday for a runoff election, one of two unresolved races that Democrats need to win to get a 60-seat majority impervious to GOP filibusters.

India demands Pakistan hand over terror suspects (AP)

AP - India picked up intelligence in recent months that terrorists were plotting attacks against Mumbai targets, an official said Tuesday, as the government demanded that Islamabad hand over suspected terrorists believed living in Pakistan.

Body-swap illusion tricks mind in new study (AP)

AP - Shaking hands with yourself is an amusing out-of-body experience. The illusion of having your stomach slashed with a kitchen knife, not so much.

Britney Spears tops Yahoo searches (AP)

AP - She did it again: Britney Spears was the most popular search term on Yahoo for the fourth year in a row her seventh time topping the list.

Heat rally in final seconds of OT to beat Warriors (AP)

AP - Chris Quinn hit a tying 3-pointer with 7.1 seconds left in overtime, Michael Beasley stole the ensuing inbounds pass and made the decisive free throw, and the Miami Heat pulled off a wild 130-129 comeback win over the Golden State Warriors on Monday night.

Thai court disbands ruling party (Reuters)

Reuters - Thai Prime Minister Somchai Wongsawat was banned from politics for five years and his party disbanded on Tuesday, plunging the country deeper into chaos and raising fears of a violent backlash by government supporters.

Europe looks to galvanize banks (Reuters)

Reuters - The European Commission on Tuesday promised measures to get state-aided banks to start lending to the real economy but EU finance ministers squabbled over ways to push back against the global financial crisis.

Georgia votes in key Senate run-off election (Reuters)

Reuters - The U.S. state of Georgia votes in a run-off election for U.S. Senate on Tuesday that will help decide whether Democrats gain a big enough majority in the chamber to ram through legislation virtually at will.

Oil back above $49 after early dive (Reuters)

Reuters - Oil pared losses on Tuesday after an earlier fall to a new 3-1/2-year low below $48 a barrel, weighed down by heavy losses in global stock markets after confirmation that the United States was in recession.

Two U.S. soldiers charged for abusing Afghans (Reuters)

Reuters - Two U.S. soldiers serving in Afghanistan have been charged with the abuse of Afghan detainees, the U.S. military said Tuesday.

Chances of WMD attack in big city greater: report (Reuters)

Reuters - The chances of a terror attack on a major city somewhere in the world using weapons of mass destruction are better than even, according to a task force mandated by the U.S. Congress, The Washington Post reported in its Tuesday edition.

India demands Pakistani sign of faith (Reuters)

Reuters - India demanded Pakistan hand over 20 of its most wanted fugitives as a sign of good faith on Tuesday, while both sides tried to cool tensions over the Mumbai attacks that have threatened improving ties.

Lots of TV and Web harms kids' health (Reuters)

Reuters - Spending a lot of time watching TV, playing video games and surfing the Web makes children more prone to a range of health problems including obesity and smoking, U.S. researchers said on Tuesday.

Thai court bans PM, flights to resume (AFP)

AFP - A Thai court stripped Prime Minister Somchai Wongsawat of his post and outlawed the ruling party on Tuesday, prompting jubilant anti-government protesters to lift a blockade of Bangkok's main airport.

Pakistan offers 'joint investigation' into Mumbai attacks (AFP)

AFP - Pakistan offered on Tuesday to work hand-in-hand with India to track down those responsible for the Mumbai attacks but declined to respond immediately to a demand that it hand over 20 terrorist suspects.

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