by Shaheen Darr

Created on: May 23, 2008   Last Updated: December 30, 2011

What can a small business do to stand out in an environment where large stores monopolise the market? If budget permits, here are some steps you can take to promote your business and bring those customers back to your door:

The internet reaches a wide audience at the touch of a button. Any site that you access has advertisements staring back at you. It is a matter of picking and choosing what product you want to buy and you can find instant information on where you can buy it. This makes the internet a great marketing tool that reaches a global audience and one where location is definitely not a barrier. A product can be bought sitting comfortably in your own home and delivered right to your door. Setting up an informative website is definitely the first step to promoting your business online.

For smaller stores with limited budgets, marketing tools that are both economical and efficient include developing good customer skills which should be practised not just by the manager but also by the staff. Knowing your customers well, noting their feedback and comments and making changes accordingly are good tools to implement in the store. Product training for the staff is imperative as is keeping abreast of new product lines in the market to sell in your store. This generates customer interest and keeps them coming to you again and again.

Keep the store well stocked, keep your prices competitive, aim for excellence in store hygiene and make sure product sell by dates are checked regularly. Keep a smile on your face when the customers walk in, also aim to know your products well in case you need to advise customers when they ask for help but never be the overpushy sales person as that is a definite put off to any prospective customer.

Newspapers and magazines reach all parts of the population and are an excellent tool for marketing a new product. Advertise price cuts and promotions and include free gifts to bring the customers to your door. If the price is right and the product has been adverised well then people will travel miles to come to you.

TV Advertising. It takes one programme or one advert to launch a product and take it to new heights. Only recently just the mention of a good face cream at the Aldi stores was enough to leave their shelves empty. The product sold out! Use the advert effectively, keep it short, colourful and to the point. Make an impact and use images or slogans that stick in the mind.

Radio is another great marketing tool. Advertise new products on programmes that are popular and you have millions of people listening to the advert and in the process being influenced to buy it.

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