How do you ensure your community knows about your company's products or services without spending thousands of dollars on advertising?

Keeping the public aware of your company's products or services is an ongoing task. Here are some relatively inexpensive marketing strategies that are just as effective today as they were years ago.

• Business cards: Business cards are still a very effective way to advertise your business, but only if you and your staff consistently remember to give one to every customer and potential customer. Add a slogan that tells what your company does, or better still, use the back of the card to detail the various products and services you offer. If you now have a company e-mail address or Web site, make sure that information appears on the card as well.

• Signage: Post your message on your own shopping carts or those of a local grocery or department store. If your company has its own vans, trucks or cars consider magnetic signs that can be transferred from vehicle to vehicle rather than painting permanent signs on the vehicles. Magnetic signs can also be removed if the vehicle is needed for situations where advertising would be considered inappropriate. Consider distributing bumper stickers or advertising on taxis and buses, in bus shelters or on billboards.

• Your own signage: Look at your exterior signs from the point of view of a potential customer. Your signs should be easy to read and if possible, provide more information than the company name. Also consider the lighting, particularly if your business is open in the evenings.

• Friendly reminders: If your company provides services at your customers' homes or offices, have employees leave a fridge magnet or apply a brightly coloured label to serviced equipment to remind customers to call your company the next time they need your services.

• Giveaways: Buttons, baseball caps, T-shirts, pens, key chains or calendars are always appreciated if they are good quality products. Customers have a constant reminder of your company' name and when they display or wear your giveaway, others will also see your message.

• Community events: Sponsor community events, charitable drives and teams. A banner at a community event will attract new customers as well as reinforce relationships with established customers. Signage at local hockey rinks and curling clubs, whether on the walls, on the boards or in the ice reminds audiences that your company is sponsoring the local team or event. Reinforce your message on the team's uniforms or provide audience giveaways such as pens or buttons. And keep the team's pictures in a prominent place in your office.

• Piggyback mailings: Mail a coupon, new product announcement or brochure along with your customers' statements. Plan carefully so that the overall weight and size of the mailing does not exceed regular postal rates. To measure effectiveness, carefully track the costs of the mailer and measure the results. For example, a coupon or order form could include an inconspicuous promotion number so that when it is returned, you can track the sales results of your mailing. Also consider including a short message on the statement itself.

• Flyers: Flyers still work well but look at the distribution method carefully to ensure the flyers reach your target market and are not grouped into too large a package. Consider door to door delivery in specific areas that you have determined fit the profile of your target customer. Include a special time-limited offer or coupon to encourage people to keep the flyer and act on it. Always include a simple map or directions to your location. Don't assume everyone knows how to find you.

• Newsletters: Whether it's mailed or e-mailed to customers, a newsletter is a valuable tool for informing customers about new developments in the industry and the products and services you provide. Encourage customer feedback by asking them to send in their questions or suggestions or complete a survey. And follow up.

• Point-of-purchase video and PC presentations: Videotapes in the showroom or store can sell a product or service by showing customers how to use it or explaining its benefits. In a waiting room, a videotape program could tell customers about your company's history and exemplary reputation for quality service or promote a recent addition to your line of products or services. An automobile repair shop could advertise the benefits of its computerized check ups of vehicles. A hardware store could run a "how-to" program explaining a renovation technique or proper use of a tool. Of course, similar programs can be produced and presented on a stand-alone PC. The PC allows more flexibility as you can produce a branching information presentation that customers can customize by their selections. Make sure the screens are simple and user-friendly.

• Regular customer contact: Do customers with overdue accounts tend to get the most letters and phone calls? Perhaps it's time to spend more time maintaining good relationships with your best customers. A phone call to alert customers about a special sale or a new product will remind them that you do appreciate their business. Be sure to let them know that you are always looking for ways to improve your services and/or products. Tell them that referrals are always appreciated. When a customer does make a referral, be sure to follow up with a thank you note. And when a customer calls you with a query or complaint, make it a policy to return the call within four business hours whenever possible

The above provides general information only. It should not be regarded or relied upon as accounting or taxation advice or opinions. Logan Katz LLP Chartered Accountants would be pleased to provide more information or specific advice on matters of interest to you.

All contents are Copyright © 2003, Logan Katz LLP Consulting Inc. All Rights Reserved.