by Theresa Ann White

Created on: February 18, 2009   Last Updated: March 02, 2009

Sure times are tough and money is tight. But the small business that combines frugailty with smart marketing will be a step ahead of its competitors. Here are a few tips for local and global marketing actions during this tight economic climate.

1. One of the more effective promotional activities arrives each time your local Public Broadcasting Station (PBS) holds its fundraising auction. Donate services or products, anything from a free counseling session to a gift certificate. Let the exuberant and motivated auctioneers do the rest. Make sure your business is well-represented by providing a written script with essential business information.

2. Sponsor the printing costs of programs for churches, local theatres and other cultural events; co-sponsor local sports teams; donate to a high visibility local fundraising campaign; assist with underwriting costs of a special event. Once you've made your upfront donation, the event organizers will do the rest. You business is featured as a local philanthropist, and the number of eyes viewing that program or news story will likely be higher and more receptive than a paid advertisement.

3. Promote yourself as a speaker at local colleges and associations. Bring promotional material. Your presentation and good advice will sell you and your business as a trustworthy source.

4. Write a column in the local, regional or national trade publication. Develop a reputation as an expert in your area.

5. Run a small advertisement in Facebook, which promises up to 175,000,000 viewers. These highly visible ads can be targeted to your prime audience by age, location, keywords and other factors. You are able to "budget" your costs, spending as little as a dollar-a-day. And, you set the time period in which your ad runs.

6. Set up a blog. Wordpress and Blogger are the easiest to manage. Load it with images. Provide content regularly. Keywords will direct your desired customer base to your blog. Create cross-links to drive even more viewers to your blog.

Try any combination of these frugal marketing moves and stay ahead of your competitors.

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