Most business experts would like you to believe that promotion has a certain structure of rules to follow for success. Follow these steps and a successful promotion is assured. The reason they feel that way is because they have never had to do it for a small business in a small town.
Before we begin with the how-to, let me show you some of the challenges a small town business owner will face.
- You have a smaller population base. In a big town you might have 20,000 - 30,000 people within a few miles. If you just get 1% you'll have 200-300 people. In a small town you can start knocking zeros off those numbers. If you only get 20-30 people, the promotion may cost more than the potential business it creates. The small town business owner must know their local market much better than the big city owner.
- A larger percentage of your market already know you. In a small town people already know if you are a big business in a mall, a small storefront downtown or a home based business or service. In a large city you would have more anonymity.
- Local people already have a perception of who you are and what you do. The most wasteful thing you can do in marketing or advertising is try to change someone's mind. If you doubt that, see (Understanding Why Customers Buy)
- It's harder to keep a secret in a small town. In order for most promotions to work, they need to be a surprise. Keeping your competitor from finding out about your plans is not easy.
The Promotion Steps And How To Use Them1. The Reason
If you are going to do a promotion, there must be a reason for it. What exactly do you want the promotion to accomplish? "Increase business" is not good enough. In order to do a successful promotion you must have exact goals that can be written down.
Try to come up with at least three ideas for your promotion and write them down. The most common promotion is the "Grand Opening." Even with the grand opening there must be specifics that you want the promotion to accomplish.
2. The Necessary Information
Once you have the promotional goals in place the next step is the information that will complement the promotion. Does anything have to be printed for this promotion? Newspaper layouts? Photos? Flyers? Handouts? Coupons? Radio Ads? If so, what information must be assembled to create the ads for your products or services?
Who will oversee the information and get it to the proper people? What if this person is unable to perform these duties? Is there a back-up person? Create a "check-list" of each step of the promotion project.
3. An Accountable Person
Someone must oversee the total project and assume final responsibility for all aspects of the promotion. This would include things like proof reading all ads and printed materials, making sure legal disclaimers are included, if necessary, scheduling printing, scheduling radio/tv spots. If co-op advertising is being used, complying with the co-op guidelines for using logos, and other materials.
4. Keep it to yourself
News travels fast in small towns. If your competitor hears the details of your promotion they may try to de-rail your efforts. Make sure you impress on all employees and media people that confidentiality is very important.
5. The Customer
Sorry to disappoint you. This is not your promotion. This is the customer's promotion. If you want them to come to your business for your benefit you will be very disappointed. Customers rarely do anything to benefit any company. They act to benefit themselves. It amazes me how many companies promote the business with no benefit to their customers.
Customers want four things. They want to feel safe, they want to save time, they want to save money, and they want to feel good. The more of the four you can provide, the more successful your promotion will be.
The Last Word On Creating PromotionsThe best advice I can give you is do your homework before doing a promotion. A small town promotion that doesn't work can be disastrous to a business. A lot of capital is expended and little or no new business is realized.
If possible, find a mentor in another city your size. In Bozeman, Mt, where I am, we often use Boulder, CO as a mirror city of us. If I get a problem question from a local business, I'll get some advice from a similar business in Boulder that may have experienced the same problem.
Call and ask them how they promote their business? What do they spend? Where and how do they advertise the promotion? And, most important, what did you do that failed? Looking back, what could you have done differently?
Don't be afraid to contact people who can help you. In most cases they are glad to do it because they once were where you are now. If there is a secret to success, it's this, find someone who is successfully doing what you want to do and copy them.
Promotion, if done correctly, can be a gold mine for your business.
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