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With a little innovation and some leg work a business can increase their sales without emptying their wallets. The era of expensive advertising is past. Media and advertising has become segmented and expensive and not practical for small or new businesses. Publicity is one of the best ways to create buzz for a business. It is relatively inexpensive, in most cases only costing leg work and printing.

When planning a promotional campaign the idea at the center is to generate a 'good feeling' within your community for your business. That 'good feeling' will transfer to customer loyalty and word of mouth.

The first step to tackling a 'good feeling' campaign is to contact local, high profile charities and not-for-profits. Non-profit organizations are experts at generating buzz and most have a dedicated public relations staff. Speak with their public relations director and find out what their promotional schedule is and what they need as far as sponsors or volunteers. Most charities are always in need of volunteer staff not only in there normal day to day operations but also in events. These are excellent social networking opportunities. They place you out in the field interacting with your customer base in a relaxed, friendly environment. Before an event inquire if they will allow you to print your businesses names on 'VOLUNTEER' tee-shirts that your staff can wear while working at the event. Another way of working with local charities is to offer up your store front to future events. Hosting a blood drive is a perfect example. Offer a 50/50 raffle and/or gift certificates to your place of business to donors. In both cases, volunteering or hosting, be sure to send out press releases announcing your involvement and inviting local reporters to join you at the event. If it is a ticketed event, send them free tickets to encourage them to come.

Another nearly free advertising idea is to partner with other businesses in your area. Offer to co-market with them by exchanging promotional brochures and business cards. Some examples are Real Estate Agents and Title companies. Each business needs the other and most partner up to share advertising expenses and to co-market among their contact lists. Many artists co-op with museums and conservatories that showcase similar artwork. The photographer gets their flower prints showcased in a conservatory gift shop and the conservatory not only gets a portion of the sale of the print, but also a mention on the back of the artwork. Don't be afraid to call a similar business and inquire about how you can work together to drive customers to both store fronts.

The best way to generate promotional ideas is to ask your employees. They are often the ones that hear customer concerns, requests, comments and complaints. They are at ground zero. They know your customers and they can offer incite into areas your business can expand and promote.

Learn more about this author, Carolyn Deer.
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