Because most of us spend a signigicant amount of time online, we think that we always have to promote our businesses online. After all, the web and social media are THE NEW MARKETING that will save our businesses.
But just because you run a business in the age of social media doesn’t mean you should completely forget about old school marketing tactics. In fact, sometimes those old school tactics can be incredibly effective.
I mentioned in yesterday’s video that I’m working on postcard designs to send out before the gift fair.
Yes, postcards.
The kind with stamps.
And yes, they actually work. You’d be amazed at how often you hear someone walk into a booth at a trade show and say, “we got your postcard.” I’ve seen it happen time and time again in my booth and many others.
An email might get lost in a spam folder or quickly deleted. But a postcard with a great image and your booth number, well that’s something a buyer can put in their bag and use to find you at the show.
If you’re stuck on how to market your business, maybe more Internet marketing isn’t the way to go. What old school solutions could you apply that would get you big results?
If you’re really stuck on how to market your business, why not check out my “Make it Work” sessions? I can help you figure out the best marketing solutions for your biz. (Or anything else you’re stuck on – it’s my job to help you “make it work.”)
This is so true! I have recently been job hunting for a day job and sending postcards afterwords as thank you’s after interviews or info meetings and it works wonderfully! People are so happy to get something in the mail that is personal and the next time you talk to them the first thing they say is thank you which sets such a nice tone for any future meetings! Old school is back.
Another old school thing that works are 8.5 x 11 inch posters on heavy tag board. Get permission, of course, to post them in relevant and well-trafficked areas- even better if you can attach business cards to them. Design 4-5 different genres to appeal to different niche audiences, or 4-5 arrangements of different colorways if you make similar products. This also gives the potential customer ideas of how to work your items.
So true! I always send thank you cards to new wholesale customers and to anyone who uses a cc or signs up for my mailing list at retail shows. Plus, I give the option of email or postal mail on my list sign-up because often I hear, “Oh, I don’t want to sign-up for email. I get so much as it is.” Postcards for shows go on the fridge, on the bulletin board or in the purse right away!
You’re right. When everyone sends email, an actual piece of paper really makes your business stand out.
Wow really…..thanks for this post! The social stuff is great but I too love a picture on a card. I have saved art postcards from shows or work I have seen and admired for years. And, I purchase–sometimes a few years later! I just had Moo cards made with jewelry images for an upcoming show of the very work I am showing. My name and the Gallery contact info is printed on the cards. So, if a customer needs a little time to think about it, they have a picture and know who to call.
I have it on my to-do list to order some nice double sided postcards for handing out at local events and leaving at coffee shops around town. I’m trying to build a strong local customer base, since my ultimate goal is a brick & mortar boutique, and I think for local customers especially, the tried and true old school methods are definitely effective.
Funny you mention that. We’re in the planning stages of an event, and in addition to an e-mail campaign, we are creating beautiful post cards to send/hand out. Sometimes people want the cards solely for the images – which is fine with me… when that person is ready to buy, they’ll see that card hanging on their fridge.
What about giveaways? Great way to create buzz, build up your mailing addresses, and even connect it with emails. Old school with some new school. We’re hoping to someday connect a giveaway with a survey – encouraging people to give feedback in hopes of winning a pair of earrings…
Oh! Great topic.
My favorite old school marketing method is being involved in my local Chamber of Commerce. It isn’t any thing that has a quick pay off, but the benefits that come from it are so great. Not only have I gotten one of my biggest clients from my involvement, I am helping make my small town a better place for other business to thrive in. I am not originally from this little town, so it is a GREAT way for me to meet new people and make many contacts within the local business scene.
One of the BEST things I have done for my business!
Thanks for reminding me of this. I have been planning a launch for the end of summer. I will definitely do a post card promo.
LOVE this post. I totally agree about old school methods of marketing. Marketing, in general, is one of those areas where one must Zig when everyone else is Zagging in order to stand out. And given the extent to which people have now migrated over to online and social media marketing, it’s coming up on time for a shift in tactics.
Like one of the commenters said–we get *how many* marketing and promotional items in our inboxes on a daily basis? You don’t HAVE to deal with email, but you HAVE to deal with physical mail. And, physical mail isn’t nearly as overwhelming as email can be. Not to mention, I’m more of a tactile gal myself, and having a post card IN-hand often gets me to pause and say “wow.”
One old school tactic I’d never really considered before but might be willing to try is–home jewelry parties… Dunno–the jury is still out.
[If you’re going to be buying stamps, better stock up on the “Forever” version now–stamps are going up two cents next year. ;-P]
I’ve only done a handful of jewelry parties since I started my business last year, but they’ve actually been my biggest money makers so far. I prefer doing them to craft shows for a couple of reasons.
First, people show up *specifically* because they are interested in buying your product, so you’re pretty much guaranteed a decent amount of sales if enough guests show up. At a craft show (especially non-juried ones with tons of other jewelry), you have to compete with the other crafters, and your product really needs to jump out at the customer in order to make a sale.
Second, craft shows are typically all-day affairs. A jewelry party is only a few hours. You can typically get as many, and often more, sales in a couple of hours as you would during an entire day at a craft show.
Third, no fees for a jewelry party! Of course, you’d probably offer hostess incentives, but odds are the cost to you would pale in comparison to the cost of a booth at a craft show.
Add to that the fact that the guests at one party might choose to book their own parties, and the guests of those parties might book a party, and so on and so forth.
I still do craft shows, but I’ve found that the return on my investment (both in terms of time and money) is greater with parties. And in light of the fact that I do have a full-time day job, it is extra important that I spend my time wisely so my business can grow. 🙂
I’m just starting out with a very small handmade jewelry business, mostly selling on Etsy and marketing online. However, I really love the made-local scene here in Eugene, Oregon, and I want to be a part of it. Since I’m not yet ready to try out the crafters market or selling wholesale to stores, I’m satisfying this right now by just distributing good old-fashioned flyers around town, with those little tear-offs on the bottom with my contact information (and people are taking them, I’ve been noticing!). I have some really good photos of my work, and emphasize that it’s made locally. I figure, it can’t hurt, and it gets my brand and style out there in people’s consciousness in preparation for when I do someday have a table at the market.