M ass marketing on
a minuscule budget
HOW CAN A small businesses get the message out about their product or service when
the funds are not there for advertising or
marketing? With a little ingenuity and daring.
Costco member Richard Laermer ( www.
punkmarketing.com), co-author with Mark
Simmons of Punk Marketing (HarperCollins,
2007), suggests thinking untraditionally
about marketing and using free technology
tools to achieve results.
“Get in the blogosphere and do your
own frequently updated blogs, written about
a firm’s products with a free hand by a
trusted source within the company,” recommends Laermer. “It’s an informal and honest
way of connecting with consumers.”
He cautions, “People want to hear about
what’s in your head. Don’t make statements,
just be yourself and share.”
Web sites such as Blogger.com allow
you to set up a blog at no cost and are user
friendly. Without experience or technical
know-how, you can have a blog up and
running in no time.
Laermer also suggests using social networking sites, such as MySpace. “MySpace
attracts hordes of 16- to 34-year-old consumers,” he notes, “and is a feeding ground for
marketers needing to reach this elusive group
who don’t care as much about TV.”
Other social networking sites can reach
other demographic groups. If your product or
service targets the over- 40 crowd, try TBD.com,
Eons.com or BOOMj.com.
Social networking sites provide an easy
way to achieve an on-line presence and attract
customers. “Put up a video showing off something you sell,” Laermer advises. “And make it
fun. Use your mobile phone’s (or digital camera’s) video abilities.”
A simple Google search will unearth a
host of free video-editing software sites.
When customers start responding to your
postings, be sure to add them as “friends” and
you’ll be on your way to building a new network of customers. And, as Laermer reminds,
“Remember to stay in touch.” C
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