[SMART MARKETING] Marketing On A Shoestring Budget

The most frequently asked questions I receive about marketing come from relatively small businesses with no appreciable budget for marketing. The essential question is: How can I stimulate business without spending a lot of money?

The short answer to this question is: As soon as I figure that out, I’ll be rich and you’ll have to ask someone else!

It doesn’t surprise me that otherwise savvy business folks can’t or won’t make the connection with the notion that it takes an investment to create a return. Said another way — it takes money to make money.

I know that our industry is made up in not insignificant part with businesses grossing less than $1 million and to whom a 4 to 8 percent expense for marketing means a great deal. These businesses also, in many cases, compete in their markets against larger, better-capitalized businesses and perhaps more than one of the major regional or national players who put major dollars into branding, advertising, public relations and other marketing activities.

So, what’s a "little guy" to do?

NEW IDEAS. Actually, there are several things that a nimble, hard working small operator can do to build his/her business.

First, train your technicians to sell "add-on services" to existing customers. Sell pest prevention to your termite protection customers and vice versa. This comes under the "no brainer" label.

Second, and also a simple-to-understand proposition, is to ask satisfied customers for referrals. Friends, relatives, neighbors, co-workers and acquaintances of satisfied customers are all potential customers themselves. But you have to ask and you have to offer the referring customer something in return, whether it’s a month’s free service, a $50 discount on a termite renewal, or a dinner for two at a nice casual dining restaurant.

Third, "cloverleaf" around your existing customers. Put a flyer on the door of the homes on either side of your customer’s home and on the three homes directly across the street from your customer. Say something to the effect of, "We’re already providing service in your neighborhood and can offer you X% or $Y off on an annual pest prevention service agreement or $X off on termite protection." Then, using a Cross Reference Telephone Directory, call those leads later in the day or the next day to see if they’re interested in your offer.

Fourth, get out and network. Join a local Chamber of Commerce leads group, Kiwanis or Rotary Club and meet new people. And when you meet new people, ASK THEM FOR THEIR BUSINESS! It’s not going to be handed to you on a silver platter.

Fifth, see if there’s a Val-Pak or a Super Coups co-op direct mail program in your marketplace. These are efficient direct mail packages that exist in most markets throughout North America. Each mailing goes to 10,000 households, contains offers such as dollars off coupons for dry cleaners, restaurants, carpet cleaners, etc., and often pest management professionals. Each household costs about 4 cents or about $400 per mailing.

There are only three currencies in life; time, money and people. You’re going to have to invest something in growing your business. These are some thoughts on how to make your marketing investment go further when you can’t just throw money at it.

The author is senior vice president of Massey-Persons-Brinati Communications, a subsidiary of Massey Services Inc., Maitland, Fla. He can be reached via e-mail at bbrewer@pctonline.com.