Cheaper ways of Advertising
We at Kaizen understand the role advertising plays in establishing a brand, product or a service and such is necessary. No business model can survive without advertising especially profit-driven businesses. Most newly-established business especially small micro medium enterprises find it expensive to advertise on traditional media such as TV, radio and national newspapers. Although they provide maximum return, they require large budgets and when I say large budget I mean a million rands and above. However, we have come up with alternative ways of advertising which can prove successful without the business having to spend all the profit.
1. The yellow pages.
The yellow pages directory has been around for decades and has proven successful for businesses in past before the era of social networking sites such as Facebook, twitter, Skype and such. The yellow pages provide contact listing, physical addresses listing and business classification, so when possible clients cannot allocate your business online, the yellow pages may provide them with such information.
2. Direct mail
This can be sent physically as in post mails or electronically via email or an electronic newsletter to all your contacts and clients. The type of direct mail used will depend on the type of business and what suits your business needs best. The advantage about direct mail is that it helps to build a relationship with all the business contacts and clients by updating them on a regular basis about useful information related to your products and services and also updates them on any specials.
3. Community newspaper
Community newspapers can provide your business with maximum advertising in your core targeted area. The best thing is that advertising in local newspapers is inexpensive and reaches the core target market e.g if your business is aimed at students then advertise with a student newspaper such The UJ Observer, Student Village’s newsletter and etc.
4. Host an event
Host an event that will put your business in a positive light with your clients or customers. This can be a charity event or a fund raising event, as long as it’s relevant to your business. By organising an event it gives your business an opportunity to showcase what it has to offer or rather what you sell. A perfect example is Soweto-based clothing store Thesis in Mofolo which hosts monthly sessions which not only showcases the young talent associated with the store but it also serve as an exhibition for their latest designs. Also these sessions provide an income for the store and have gained numerous sponsors such at Redbull. So when hosting an event, it would be an added advantage to advertise this event in your targeted newspaper which will ensure that you reach your target market to attend the event.
5. Mahala, give away or something for free.
Most consumers would not mind getting something for free without having to do anything hectic. One place to give out something for free would be at your event, here you can give out samples or your product (depending on your business), brochures and even vouchers that can be redeemed any time or within a certain time period. So consider this as killing two birds with one stone
Bare in mind that although these may prove successful, they need your full backing and support as an entrepreneur. With advertising a business must always look for new ways to reinvent ways of targeting it’s consumers and reaching maximum profit.
By Nhlanhla Molepo
