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PBL Articles
Marketing without a budget
Marketing is not a luxury, but rather an essential. The
best part is that this can be 100%.free! But first things first, you need to ask a few questions before taking advantage of the free stuff.
Know what makes you different
What makes your product
or service different from that of your
competition? Research your competition.
What are they doing? Where are they?
Are they missing an opportunity? Does
your product or service stand-out in
comparison? What benefits would your
potential customers have buying from you
rather than from your competition?
Know your customer
What are your target customer’s
expectations? What are their buying
cycles? What benefits are they interested
in? How do they define value? What
influences their purchasing decisions?
What price are they willing to pay? Why
would they buy from you rather than from
your competition?
Get Word of Mouth Referrals
Word-of-mouth referrals are, by far, the
best method of getting new customers,
not least of all because they are
free. They are also about trust. As
consumers, we are bombarded daily
with messages about why we should buy
product ‘X or Y’ to a point where it is
difficult to differentiate.
Offer Incentives
You can also give your existing customers
an incentive to refer you. The more personal, the
better. I suggest building a relationship
with your customers and then just simply
ask them who they think may also
benefit from your product or service. It is
amazing how people will help out when
simply asked. If you do get a referral, a
thank you call can do wonders as can an
unexpected discount, or freebie, the next
time that client deals with you.
Giveaways
Event organisers are always on the
lookout for great giveaways that fit with
their event. Consider donating your
product or service to an event if the
audience fits with your customer base.
Prepared by Leon Honour, Director of Pittwater Business Limited and joint owner of Limelite Studio in Collaroy. Limelite Studio is a national award winning portrait studio specialising in capturing your story through photographic artworks. For more information please visit www.limelitstudio.com.au
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