Marketing on a Shoestring

Looking to make a big impact on a small budget? Consider these ideas:

• Focus your efforts. Concentrate your marketing budget on just one or two areas. Choose methods that offer a solid return, and track results so you can adjust quickly if you feels it’s needed.

• Barter. If you offer a product or service that members of the local media might find useful, negotiate a trade for free advertising space or airtime.

• Donate to charity. Your donation of goods, services, time, or money will earn you goodwill. It may also provide a mention in the organization’s annual report or other printed literature. Many charitable groups have board members (fellow businesspeople) who may need your services.

• Give referrals. Your customers and associates will appreciate the referral business you send their way, and may even be willing to return the favor.

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