Make-shift Marketing
Yes, this is a technical term, and happens to be my specialty. This technique is used to promote a business, when the business has no money to put into marketing and advertising. Yes, if you’re hungry and want to succeed, you’ll learn the intricate skills of make-shift marketing. I have come to believe that small business really means, a business with no money to put into marketing and advertising. A professional make-shift marketer is a shameless marketer, and has no problem smashing the traditional marketing model. Make-shift marketers do not put an ad in the paper and wait for clients. A make-shift marketer does not sit and complain they have no clients. Make-shift marketers are always doing something to get clients. It is more of a way of life. Or rather a way of business.
Here are a few examples of how I have used my professional make-shift marketing skills. They are all FREE, but require more time, energy and thought than placing an ad.
1. Give clients upgrades in their services when they refer someone new to me.
2. Have my friends, clients, and family, write positive reviews on online search engines for my business, for other new clients to see. This will reinforce that I’m the business they should choose.
3. Give clients discounts if they vote for me to win business competitions. My business won a nationwide award employing this technique.
4. Flat out asking other businesses to donate great prizes from their store or business for an auction I’m having, to promote my business via a charity.
5. Post advertisements for my business on other high ranking websites message boards. If someone puts in “lash extensions, Springfield, NJ,” my post on someone elses message board will come up on a search engine
6. List my business for free on search engines, yellow pages, etc. It takes time to find out how to do this but well worth it.
7. Email anyone and everyone I can on myspace and other networking sites. I give them a discount if they mention my email.
8. I add complementary businesses to my email list and send them updates that they can pass on to their clients, or use me for their referral network.
9. I go into complementary businesses like a bridal store and give them my information so they can refer clients to me.
10. I emailed the NY Daily News asking if my charity work was newsworthy and they thought it was. I was featured in a full page article FOR FREE!! I did the same for the NJ Star Ledger and got another page FOR FREE!!
11. I donated some gift certificates to a charity organization, and I was featured on Sean Hannity’s national radio show, where he promoted my website and business.
12. Blog or write articles for other websites, with a link to my own site.
13. Get my vendors to list me on their site as a user of their products. Let THEM spend thousands of dollars to promote me.
14. I put my promotional business postcards into the magazines and books at bookstores. I put most of my info in beauty magazines, since those are my clients. I leave those postcards everywhere I go. Even in public bathrooms, on mall benches, food courts, the gym, etc.
15. I give my business card to everyone!!
16. I consider every person a client. I have made clients out of chance meetings, car towings, breakups, waiters, the person sitting next to me in the pedicure chair, bartenders, Verizon guy who installed my business phone. Get the idea?
17. Make use of the big mouths. My mother’s mouth is worth millions in advertising.
18. Client referral programs develop loyalty, money and a positive buzz that is incredible.
19. Speak at large corporations regarding how my services can help them. Bring them some donuts and you have a seminar!
20. A POSITIVE ATTITUDE IS PRICELESS
These are just a few of the ways to market and promote yourself, no matter what business you own. Even if you’re not a business owner, you might end up networking yourself into a better position. Who knows, I might even get a date out of all this networking!
Tory Johnson
Comments (19)
sounds like a lot of hard work but it appears to have paid off your you!
— Posted by Delicious Monster | December 8, 2008 11:22 AM | Comment Permalink
Awesome ideas. Any ideas where someone is kind enough to put down how to market for free should be rewarded! Thanks for sharing!
— Posted by Slumber Parties AZ | August 13, 2008 9:18 PM | Comment Permalink
Thanks for all the wonderful go getter ideas. Please keep them coming for all of us who are serious about being entrepreneurs. I appreciate all the unique tips and ideas that have been shared. I am getting ready to use more of these techniques with my gift basket business, www.qualitybaskets.biz.
Quida :)
P.S. For anyone reading this post if you would like to exchange website links then contact me at qualitybaskets07@yahoo.com. Networking is fun!
— Posted by Quality Baskets | July 29, 2008 3:53 AM | Comment Permalink
Terrific tips! I've had to figure out many of the same ones on my own, but you came up with lots more! You've inspired me to better promote my website, www.lanamcglasson.com. I provide psychic readings, on the phone and in person, and am told I am very gifted in working with small business owners! I will put your suggestions to work so I can help more people. Thanks again for a great article.
Lana McGlasson
President, Lana McGlasson Psychic Services
www.lanamcglasson.com
— Posted by Lana McGlasson | July 24, 2008 7:35 PM | Comment Permalink
Great info. I just started my personal training business and I'm glad I read this, because I'm already doing a lot of it. =) Still takes time and patience. Everything works out in the end.
— Posted by Patricia Sessa | July 23, 2008 1:15 PM | Comment Permalink
I have a full time job as a Business Broker,(www.execbb.com) I own and operate an online consignment shop,(www.MamaWolfTrader.com) and I work for a company called Wes-State Mortgage, from HOME.(www.easymoneyathome.com/ad?=pin4293)
It is not just a mortgage company. It has multiple courses and @ home opportunities to make MONEY. You are the middle man, Wes-State does all the billing and shipping. You just have to know the "Make-shift Marketing" technique. Thank you for reading this and your attention, much appreciated. I am a 48 year old mother of 5, I have inherited my mother in law, and Love my Husband.......
— Posted by Nancy G. | July 23, 2008 12:56 PM | Comment Permalink
Oops, not #14! I meant #3!
— Posted by Victoria | July 22, 2008 3:28 PM | Comment Permalink
I like a lot of these ideas, except for #14. "Vote for me and I'll give you a discount"? That sounds a little like bribery to me! Maybe vote and get a discount, period, without saying who the potential client should vote FOR, would make it more appropriate. Other than that, great ideas!
— Posted by Victoria | July 22, 2008 3:27 PM | Comment Permalink
THIS IS GREAT!!! My mom found this article and sent it to me, knowing that I have been searching for ways to market my online business. I sell upscale purse hangers and key finders. NEVER PUT YOUR PURSE ON THE FLOOR AGAIN!
I will be using these techniques from now on. Thank you for this valuable information.
— Posted by Jada Atkins | July 22, 2008 1:08 PM | Comment Permalink
This article could not have come at a better time. I have just opened up my online store for business and I was trying to figure out ways to advertise on a small budget. I have used a few of the items suggested. Advertising on free websites like, yellow pages, kudzu and other sites related to my business and it has worked out well.
Ladies I am an online store for all your bridal shopping needs except for dresses and shoes. Wedding and bridal shower favors, bridal accessories (tiaras, garters, jewelry, etc.) and wedding supplies. My website is www.simplyyoucreations.net. Please pass it along.
— Posted by Khadine Springer | July 22, 2008 10:52 AM | Comment Permalink
Great 'on the free' marketing tips. Much better title than 'Guerrilla Marketing'. Small business owners are always in search of better cheaper ways to market their products and/or services.
Thanks,
Pamela www.thelathamgroup.net
— Posted by Pamela | July 22, 2008 10:20 AM | Comment Permalink
Wow, what a GREAT article. All these good tips in one place. 5 and 10 sound like awesome ideas that might not be intuitive to all of us. Cool.
I do have to say one that I didn't like though... #14. I think that dropping your cards in unsolicited locations, especially using the shelves of a bookstore that you are not paying to advertise in is just a little bit... cheesy.
I work in a large medical facility and people drop advertising cards all over it... it's disgusting, people are there to be healed, not to have advertising thrown in their faces. Also, since we do NOT endorse any of these people, employees are instructed to throw away all of the flyers and cards we find lying around here. No exceptions.
Yes, they may need the service, but, it's just a slightly distasteful way to go about advertising.
I'd stick with the other 19 tips, just not that one.
— Posted by MistressOfTheDorkness | July 22, 2008 9:10 AM | Comment Permalink
Great ideas. I have been using some of them for some time now with my travel business (www.jgtrips.com) and prior to that with my recruiting business. Everyone I encounter I hand a business card and leave them everywhere as well. I even put them in the few bills that I mail out, leave them with the payment at restaurants etc.
Great tips.
Diane
— Posted by Diane | July 22, 2008 8:59 AM | Comment Permalink
I've employed a lot of these techniques, but you just taught me some more!
By the way,Write Way Designs, Inc. at writewaydesigns.com offers technical writing, copy writing, ghost writing, resume writing, editing, proofreading, blogging, website authoring and design, logo design, photography, graphics, illustration, cartoons, and English/Spanish translation...for your communication needs.
— Posted by Susana Maria Rosende | July 22, 2008 8:17 AM | Comment Permalink
Thank you for putting a name to this type of marketing. I have not tried listing my business for free on the search engines, however that will be my new project. Do you also volunteer with groups to mentor small business? Thank you again
Doreen Blades www.funlovingpets.com
— Posted by Doreen Blades | July 22, 2008 8:00 AM | Comment Permalink
I just recently started selling travel from home, I have been looking for ways to advertise on a shoestring budget. Although I have done some of the items suggested, there are several I never thought about or even realized could be done. Thank you for the information.
— Posted by Debbie Cantwell | July 22, 2008 7:41 AM | Comment Permalink
This was one of the best marketing posts I have seen...a few fresh ideas that I have not seen before! Good for you for doing "whatever it takes"!
Jill
www.ilovephotogifts.com
— Posted by Jill Caren | July 16, 2008 8:39 PM | Comment Permalink
Wow! You are doing an excellent job w/ your resources and making the most of free marketing! I agree, in this economy, it is so difficult to stretch your dollars and being creative is the best way to promote yourself. Thanks for the great ideas!
Jen
www.bilingualfun.com
— Posted by Jennifer Manriquez | July 15, 2008 6:47 AM | Comment Permalink
I had no idea that there was a technical term to describe my recent marketing approach! Haha. I’ve been focusing on free social networking sites, too. Thanks for the tips. I’m always looking for new ideas.
— Posted by Ellen Hart | July 14, 2008 10:11 AM | Comment Permalink