Sunday, October 21, 2007

low-cost marketing techniques - posters

This post is part of a series, based on a talk I gave on the subject of inexpensive marketing techniques to the Toronto Chapter of Professional Organizers in Canada.

How do I market myself as a professional organizer? How do I market my professional organizing business?

Posters

Posters are a superb form of Guerilla Marketing. If you create and photocopy the posters yourself, they can be remarkably inexpensive. Not sure if you have the skills to put together a great poster? Check out some online resources such as about.com's desktop publishing blog. Or check out the advice in this video from an entrepreneur in Australia.

Some tips to remember: Keep your message simple. Make it legible (a large, clean font is good). Bright colours (in graphics or paper) will get you noticed. Removable phone numbers at the bottom of the page increase the chances that you will, indeed, be called by potential clients.

Let's say you've got your posters ready. What do you do with them?

Go back to the description you've already created of your target market. Where do your potential clients live? Where do they work? Where do they go during an average day/week? Focus on some or all of those locations and post your advertising materials where your potential clients will see them.

Let's say I've decided to focus on stay-at-home moms. I know they visit playgroups and other community groups - and these groups often have community bulletin boards where I can easily display my posters. I may also decide to target neighbourhoods where moms may walk with their strollers, and put up posters on hydro poles or light standards - especially near playgrounds or parks.*

A year ago I actually did a poster blitz of my neighbourhood, advertising my services as an eco-friendly home cleaner right before the holidays. I got many calls and several jobs from this effort - enough to fill in some pre-Christmas dead time in my organizing schedule.

Talk to businesses that your potential clients might frequent, such as retail stores, health care providers, or health and wellness studios. Seek out ones that already have bulletin boards (or offer to sponsor a business' community bulletin board!). Ask if you can post your materials - even on a temporary basis. Many businesses are happy to create alliances with professionals offering services which their clientele would be interested in.

ACTION ITEM: Come up with a simple message to advertise on a poster. Buy some bright, coloured paper and make some copies. Post them in areas where your target audience will see them.

Do you have a poster success story? Share it in the comments section, below.

*In the interests of good public relations, be sure not to violate any anti-postering bylaws in your community. And do monitor your posters - keep track of where you've posted them, whether they've been removed or defaced, and take them down yourself before they get outdated or too weathered.

1 comment:

ryan said...

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