Marketing
"Without advertising and marketing no one will ever know your project exists. You need a voice in the market place - but you don't need a huge budget. Small businesses need to get themselves out there, meeting customers, making contacts". Jon Miller, Ogilvy & Mather
Marketing is about making people aware of your brand and getting them to buy more of your products or services. Some key principles are introduced below, and our links will provide more insight and practical advice on promoting your business.
Get noticed
The type of marketing you use will depend on what you are trying to promote, but there are some basic principles you can apply to anything. Where do your customers shop? What do they do?
Generate hype
You have a good product. You need to make sure your customers know that too. Look at your competitors and how they promote themselves. What ads do you like? Which ones are ineffective and turn you off? Think about why you like certain ads and what they have in common.
Be inventive
Find new and unexpected channels of communication. Think about where you can surprise and engage your customers with marketing.
Don’t forget the basics
Make sure to speak to people face-to-face and on the phone about your products and services. Other ways of advertising may include using flyers, buying space in local newspapers or putting up posters in your area. Think about what fits your budget and what will be noticed, but don't make outrageous claims or hide behind your adverts.
Our favourite links
businesslink.gov.uk The Business Link website gives a good introduction to marketing your business, with sections dedicated to advertising branding and PR
cim.co.uk Use this free online tool from the Chartered Institute of Marketing to develop a marketing plan for your business.
Advertising
about.com Find out about different kinds of advertising materials on about.com
mybusiness.co.uk My Business has a range of useful guides on different aspects of small business advertising, including hiring an advertising agency, online advertising and promotional merchandise.
Awards
growingbusinessawards.co.uk The Growing Business Awards recognise entrepreneurs and entrepreneurial companies employing up to 500 people. They're backed by the CBI and Real Business magazine.
nationalbusinessawards.com The National Business Awards recognise achievement, success and innovation in UK business. The awards are open to companies of all sizes, and there are specific categories for small to medium sized businesses and for entrepreneurial spirit.
shell-livewire.org The Young Entrepreneur of the Year Awards from Shell LiveWIRE recognise and reward the achievements of young people in business.
PR
bytestart.co.uk This article from Bytestart gives PR tips and advice for small businesses.
doyourownpr.com Do Your Own PR gives practical advice on making PR an integral part of your business plan. Their email newsletter has free tips and advice on doing your own PR and marketing, or you can sign up for a paid-for training course, coaching session or consultations.