Julia Manaeva,

In this article you will read:

    How to cut promotion costs and stay on top

    What budget marketing tools are effective

    IKEA experience in using budget marketing

Promote the company at minimal cost and prove to yourself and your colleagues that a good idea wins big money? Sooner or later, a businessman has to face such a task. It may seem impossible, but this is only at first glance. The experience of using budget marketing proves that there are always options.

To promote a company with the help of budget marketing, you need to look at the situation a little differently, for example, through the eyes of customers. Indeed, in a limited budget, the success of an advertising campaign more than ever depends on how correctly you answer the question of who your target audience is, where and how to convey information to them. This will be a good basis for creative promotion.

Get to know your consumer

A typical buyer portrait can be drawn up for absolutely any business. The task is made easier if you already have an established customer base. In this case, it is enough to conduct an analysis of buyers.

In our company, the marketing, advertising and PR strategy for each city is developed using market research. We monitor it, and then annually analyze the activities of the newly opened store. In addition to independent research, we use the data of media agencies, which also constantly investigate the effectiveness of one or another channel for promoting products or services in each city. In this regard, narrowly focused professionals from the media agencies with which we cooperate are very helpful.

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But there are other, less standard ways of researching the target audience. Each enterprise can implement them depending on the specifics of the activity and type of product. The main task of our company is the creation of new interiors. But before we rebuild the interiors of the store (as we usually do on the eve of the release of a new catalog), we conduct a study called Home Visited. Its essence is as follows. Designers and decorators visit the houses of the residents of our city, look at their layouts, take photographs, ask what they lack, what is convenient and inconvenient, what suits and does not suit (figure). About a hundred such visits were made this year. In addition, in general, all existing layouts that are presented in Nizhny Novgorod, especially the most typical ones, were analyzed. And already on the basis of the collected information, the first five interiors were rebuilt.

There are many options for influencing the target audience (table). Not all of them lie on the surface, but I would recommend moving from simple to complex.

Advertising at points of sale. If you have a store, why not use this platform for promotion? POS materials can be an effective and inexpensive option. Video advertising works great on monitors, displays, multi-screens. It is this kind of advertising that visitors pay the most attention to. For example, our stores constantly play videos (on TV screens built into the interiors), where employees talk about products, including new products.

Crowdsourcing. A good tool for low-budget marketing is using the potential of the crowd to implement their ideas (the so-called crowdsourcing, from the English crowd - “crowd”, source - “source”). One of the elements of this technique was implemented during a low-budget campaign involving young designers. They made huge pieces of furniture for us out of cardboard, replicating those that are presented in the IKEA store. We put these models on the street in front of the entrance to the shopping center. Such an exposition attracted the attention of not only buyers, but also the press. The information environment of the event was created, they began to talk about us, give assessments, share impressions. For IKEA, this was a good opportunity to make itself known, and for emerging artists - an opportunity to gain experience and be featured in the press.

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Partnership programs. Low-budget projects in cooperation with other companies or government agencies have a good effect. In one of the projects, the employees of a vocational college sewed clothes and accessories from our textiles, then professional models staged a fashion show. A lot of media wrote about the action - it was visited by many regular guests. As a result, it became an annual event.

Loyalty Club. In my opinion, this is one of the most effective ways to promote. In our company, it all started with IKEA Family club cards. We issue such cards to our regular customers, and once a month you can use them to take part in a home improvement seminar free of charge. People participating in our promotions are active buyers of products. Sometimes they themselves offer us some ideas, they say that they would like to know more from the company, what kind of special offers they would like to see. In the process of such interaction, the idea arose to create a club of buyers, whom we can periodically invite for conversations so that they share their impressions, tell what changes they would like to see in the store, up to the restructuring of the interiors.

Find a non-standard approach

Creative solutions help to save a lot. I would call flash mobs and promotions a good option for such solutions. They are inexpensive and yet have good returns.

Enter the life of the consumer. One of the most effective promotions is our Night at IKEA campaign. She was as follows. We provided an unusual opportunity to spend the night in the store at a time when there are no customers in it anymore. You could choose any bedroom. The first action was dedicated to February 14: we organized it especially for couples. The second time “Space Night at IKEA” took place on Cosmonautics Day. If a person decides to take such a non-standard act for the sake of the company, then he belongs to the category of loyal, regular customers. And then the logical goal is to get to know them better, to communicate, which we did.

Interesting promotions include “Wedding at IKEA”, when for two years in a row on February 14 we organized a wedding ceremony for everyone. And the only condition was the presence of a wedding attire. We issued an official certificate from IKEA that these people are married. And now the company has dozens of couples signed up that day. Every year on February 14, they come to the mall to receive a gift with this certificate. And if they have a child, he also receives a souvenir. We try to maintain communication with all these people, because they are the most loyal customers, and therefore they are ready to share ideas and advice.

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Bet on the desire for popularity. Many people like to share photos, put them on the Internet, send them to friends. This is a natural desire and should be used. For example, we launched such a project for buyers. Any of our clients can be photographed on the cover of the new catalog and then receive it (with their photo) by mail. We tell about the campaign in leaflets, which can be found both directly in Mega and in other stores in the city.

Play a theater show. It sounds loud, but in terms of complexity, this action is not too different from organizing a New Year's corporate party, and at the same time it is very effective. We took advantage of this technique in anticipation of the opening of a new catalog. With the help of actors, typical life situations were played in our interiors, while the main functions of the objects used in the interior were demonstrated. The actors acted out scenes, and our decorator spoke in detail about the advantages and features of the new furniture. To enhance the effect, we invite media representatives and our regular customers to each such action. The return on such events is really high.

Use the potential of customers

Dmitry Smirkin, director of public relations of the central branch, Megafon

The most effective and low-budget way to promote the company's services, products and brand is to establish communication with regular and new customers through your own website. In our case, through the "Forum" section. This is a kind of targeted social network that unites people according to their interests. Moreover, subscribers themselves act as moderators on our forum. They do not work for the company, but actually manage our information resource. This is its main value.

Today, more than 10,000 users are registered on the forum of the central branch of the company. We meet with activists and moderators quarterly. Usually these meetings are held in a democratic atmosphere. We discuss current topics, answer questions and, most importantly, we are waiting for feedback on the company's operational activities. Often subscribers offer very valuable ideas. Surprisingly, people working on our forum can often give odds to any technical specialists. They are a kind of mobile communication fans who have information about the initiatives of domestic and foreign operators. And this is the filling of our forum, because it is they who form the information resource. They discuss all the new products, talk about them themselves and thereby expand the audience of our loyal customers.

Julia Manaeva Graduated from the Nizhny Novgorod Linguistic University. N. A. Dobrolyubova (Translation Department). In 2005–2007, she held the position of creative director of the event company Vash Prazdnik. Since 2007 he has been working at IKEA in Nizhny Novgorod.

IKEA is a manufacturer and distributor of home improvement products. The company started as a small private enterprise in Sweden almost 70 years ago and over the years has grown into an international network with offices in 41 countries. There are 14 IKEA stores in Russia; the company came to Nizhny Novgorod seven years ago. Official website -www.ikea.com/ru

Dmitry Smirkin Graduated from the Bashkir State University (Department of Philosophy and Sociology). While still at the university, he began working in the press service of the leading Russian aviation company UMPO OJSC, where he prepared materials for the internal corporate newspaper, website and radio station. In "Megafon" - since 2004, he went from PR-manager to director of public relations.

Promsvyazbank- Russian private bank, one of the leading banks in Russia and 500 largest world banks. In February 2010, the European Bank for Reconstruction and Development became a shareholder of Promsvyazbank. The bank's regional network includes more than 290 points of sale in major cities of Russia, a branch in Cyprus, representative offices in India, China, Kazakhstan and Ukraine.

Holding "Unity" is engaged in business in several diversified areas. Leading among them is the production and sale of printing products in Nizhny Novgorod. The printing house employs about 100 people.

Employment very rarely gives you the opportunity to afford something superfluous. Most often, such people live, saving their money on the most necessary things. To raise income, there is one way - entrepreneurial activity.

Your business is an ever-increasing income

Goal definition

First of all, you need to decide what kind of activity is best to do. So let's start with an analysis. We analyze the situation in the economy, in the market, how you can surprise and please your potential client, which is in great demand today. The decision is made based on your research.

Set a goal - what you want to get as a result. And this goal, like a beam, will show you specific actions.

A person makes the decision to promote his business primarily because of dissatisfaction with his life. He wants to improve, be financially independent, change his life and those of his loved ones for the better. And your own business can provide such an opportunity.

Required knowledge

Promotion of a business from scratch will require certain knowledge and determination from you. You can not be afraid of failure, you will doom any of your undertakings from the very beginning to failure. Let mistakes happen, no one is safe from this, but you need to move towards your goal, and move firmly and confidently. You must be confident in your abilities, you must be an optimist.

If you feel that fear is present in you, talk to people who have experience in entrepreneurial activity, use the literature on psychology. Many people benefit from special training. With a lack of knowledge, you can enroll in courses where you will be given the basics of business for beginners.

Choice of activity

Why do many of us dream of starting our own business and remains a dream? Because they could not choose what specifically to do, what area of ​​activity to define for themselves. And they spend the rest of their lives thinking about it. Think about what you personally like to do most of all, what you can do. Think about the options where you can apply your knowledge, in what area. From all the options, choose the best, and make the decision that will be right and the only one for you. In what areas of activity can you choose options for ideas for your business?

Choose your business option

Trade. The method is simple. Everyone is trading today. What will be required of you? Choose what you want to trade. Be smart about your business. Plan all your actions carefully. And then everything will work out for you.

Services sector. Minimum costs, only your sincere desire. How to promote a business in the service sector and where to start? Most likely, these are the questions that concern you? Select a specific type of service. You can start without renting an office space. At first, applications are accepted by home phone. And with an increase in profits, you can think about rented office space and staff recruitment. Of course, before registering officially.

Production. One of the promising directions, but also more expensive. Here you need to carefully consider the choice of products. If it is in demand, you are guaranteed to receive high profits. You will need funds to purchase equipment and consumables, find a room for the workshop. But within a few years, your costs will pay off, and the business will help get closer to your goal.

Registering your business

It is best to legalize your business. This means registration is required. You need to decide as whom to register, IP or LLC. Yes, registration, especially for beginners, takes a lot of time. But you can turn to specialists who will quickly and competently draw up the necessary documents. But you can do everything yourself. You have a choice. You will have to pay for the help of specialists, but you will save time. Doing everything yourself will save you money, but it will take you a lot of time. So decide what is more important to you.

We do not recommend starting work without a business plan. It is with its help that you can determine all your expenses and calculate the expected profit. Tune in to the fact that the first steps of a business are difficult and difficult, but all this can be endured. You have a goal - do not forget about it.

Solving financial issues

Many people have a desire to start their own business, but how to do it if there is a catastrophic lack of money to start? You are not the first who thought about how to promote a business from scratch. There are options from which you can choose the most suitable for you.

  1. Own funds. If your decision to become an entrepreneur is firm, you will have to set aside a certain amount every month. A reliable way, but a long one.
  2. Duty. You can take this step only if you are absolutely sure that your business will become profitable. Otherwise, you will not be able to repay the debt in a timely manner, and relations with loved ones will deteriorate.
  3. Investments. A well-written business plan and a good business idea will surely interest people who have free money. You are guaranteed to promote your business, and investors receive a share of your profits.
  4. Credit. For a newbie in business, this is a risky move, as banks charge high interest. For a start-up business, this is costly.
  5. Franchising. You buy from a well-known company the right to work under their name. From her you get help in opening a business, professional advice, and, if necessary, special production equipment. But before taking this step, you need to carefully study the market. Is there a demand for your product or service, the level of competition. And then make a decision. A franchise will never give a 100% guarantee of success - be on the alert!

Read also: Best Business Literature

Business Ideas

Food

Great idea if you live in the countryside. For example, grow vegetables and sell them in bulk. And if you set up production? Frozen fruits and berries, compotes and jams, spices. All of these are in high demand.

Automotive Services

This type of business can be opened both in a metropolis and in a small town. Invest in your own car wash, open an auto parts store. The service station will always find its customer, because cars are available in almost every family today.

Dispatch services

A good option to open a taxi service is dispatch services. You do not need to buy cars for this, but only conclude agreements with car owners who want to work. Dispatchers need a small office to work. For the first time, you can arrange an office at home or rent it. From the equipment you will need a telephone line, it is desirable that the number is memorable. You need a computer, you need the Internet, the necessary furniture. Here is the answer to the question of how to build a business from scratch and grow.

Cloth

You can be engaged in tailoring or its trade. People want to look beautiful. Play with this idea. More recently, we have a new type of activity - dropshipping. What does it mean? Direct deliveries of the necessary goods. In this type of business, Chinese manufacturers are attractive. Their prices are low and the quality is good.

The benefit is that you buy products from the manufacturer at a wholesale price, and add a good price increase to your customers. What attracts entrepreneurs to dropshipping? You don't need to buy in bulk. Through the online store, your customers place an order and pay for it. And then you buy this product. You need to find a way to a Chinese supplier and agree on cooperation. You transfer money to him, he sends the goods. This type of business brings a very decent profit to many businessmen.

At the moment, all areas of small business are developing very actively. The business associated with the production of furniture is considered especially productive and profitable. In order to be aware of all the subtleties of this production, you do not need to undergo special training. To successfully conduct business, you must have elementary knowledge, concepts and little experience in this area. Luck and patience are not the last components of your success in this business.

Furniture business today

Not only mass production, but also piece-made furniture today has become a simple matter, accessible to everyone. Assembly processes are sometimes referred to as adult building blocks. If you have elementary ideas of what and how to do, then it will not be difficult for you to assemble modern furniture that is sold in expensive stores.

In fairness, it is worth noting the fact that the furniture market in Russia today suffers from great competition. About three thousand large medium-sized enterprises are actively fighting for their potential customers. Is there even the slightest chance for small businesses to find their niche in this market segment? In this article, we will try to address issues related to this topic.

If the company is not very large, it should pay great attention to the development of the production base, otherwise it may lose its competitiveness and go bankrupt.

In big cities, people are picky and very demanding about the quality of furniture. They are not satisfied with low quality products. The consumer is increasingly complaining about poorly made furniture. He looks closely not only at the appearance of the goods, but also wonders how long the furniture will last.

It is very difficult for small producers to compete with large firms, which have much more opportunities to produce products of better quality and in a larger assortment.

Many experts are inclined to think that the share of small and medium-sized enterprises in the furniture business will increase every year. This trend is quite understandable and predictable. In a few years, the share of small enterprises is expected to increase to 75 - 80%.

One of the most promising areas is the production of kitchen and office furniture. There is a real boom in this industry. Over the past 10 years, profits in this sector have increased by 20% every year. Small businesses are increasingly turning their eyes to built-in furniture - it is the leader in sales. Inexpensive, high-quality furniture, which is almost half the price of similar furniture made abroad, is in great demand among the population of our country.

It is worth knowing that investors are happy to invest in this type of business, as they know that with a successful investment, they can count on 40% profit.

For small and medium-sized furniture businesses, the main task is to occupy a certain niche. It means to produce a specialized product. Increasingly, firms are emerging on the market that are engaged in the production of unusual furniture made of glass, plastic, and rare woods.

Do not forget that lately it has become very fashionable to make furniture to order, which will have non-standard shapes, colors and designs. Manufacturers of wicker furniture have virtually no competition. Their merchandise sells well.

Instructions for those who decide to open a pawnshop, but do not know how best to do it:

Furniture business from scratch: we buy equipment

You can organize the production of furniture of various types and purposes. It can be a business for the production of built-in furniture, cabinet, upholstered, kitchen, office, garden and specialized.

The choice of premises and the purchase of the necessary equipment for the production of furniture is one of the most important components of the entire process. At the beginning of your career, an inexpensive tool will be enough for you. A sample list of what you can not do without:

  • electric drill;
  • screwdrivers;
  • jigsaw;
  • grinding machine;
  • milling cutter manual;
  • perforator;
  • industrial dryer;
  • tool for manual carpentry;
  • miter box;
  • clamps.

After the production moves to a new, high level, it will be possible to take care of buying a better and more expensive tool. The cost of buying a tool can be from 40 thousand rubles and more. Professional machines are expensive and should only be purchased when sales volumes and orders reach economically viable levels.

How to promote a furniture business?

The main role in the implementation belongs to the retail trade. You can negotiate the sale of your products in large shopping centers and stores. Large manufacturers create their own branded salons, in which they sell goods of their own production.

Retail outlets should have a large area so that the furniture is placed freely and is clearly visible. In small towns, furniture sells well in the markets. To sell specialized furniture, you need to send out booklets and leaflets to company managers.

Relevant at the moment is the sale of furniture via the Internet. The only disadvantage of promoting the product in this way is the inaccurate representation of the buyer about the product.

The profitability of this type of business

To open shop medium scale, you will need from 2.5 to 3 million rubles. The bulk of the money will be used to rent the premises, purchase goods and pay staff. The business will pay off in 1.5 - 2 years with a margin on goods of 20 - 40% of the cost.

Budget and profitability of the furniture shop:

  • rent of premises - 60-70,000 rubles per month;
  • purchase of equipment, arrangement of production - 1,000,000 -1,300,000 rubles;
  • purchase of the necessary raw materials and materials - 250,000 rubles;
  • wages for workers - 100,000 -120,000 rubles per month;
  • expenses for other needs - 30,000 - 40,000 rubles.

Furniture shop can pay off in 2 - 2.5 years. Profit per month will be about 80,000 rubles.

Furniture factory- ideal profitability - 10 - 25%.

  • rent of premises - 2.5%,
  • staff salaries - 8 - 10%,
  • purchase of materials - 70%,
  • utilities and equipment maintenance - 3.5%,
  • transport - 2%,
  • advertising - 2%.

This is a calculation for a factory that specializes in the production of cabinet office furniture from chipboard. At the same time, the sales volume must be at least 10,000 items per month.

The furniture manufacturing business has always been and remains promising. People have changed and will continue to change furniture according to the degree of its wear. Manufacturers will never be out of work. And you can safely plunge into the production process. The main thing to do is to plan everything accurately and organize it correctly.

The "How to Grow Your Small Business" series is for entrepreneurs who want to have more control over the chances of success in growing their small business.

Control is a subjective concept. In this regard, our approach to reduce the level of subjectivity in the proposed recommendations is to have a strict scientific justification, which was the result of marketing research by recognized experts.

Small Business Development Methodology

“Consumption is the sole purpose of production; and attention to the manufacturer is conditioned only as long as it arouses the interest of the consumer.

On the commercial market sentence likewise engine in vehicle development. Analogy demand closest to the role driver. The fact of entrepreneurship already tells about the level suggestions above zero. However, it (the fact) does not at all mean the automatic existence of demand. On the contrary, often the level of demand for small business products in the absence of targeted stimulation tends to zero, or even has a negative value (turns away customers). In this regard, the main task of a small entrepreneur is, first of all, promotion of demand for your commercial offer.

The "How to Grow Your Small Business" series of articles aims to provide the entrepreneur with evidence-based advice related to different (but specific) types of business (such as a retail store or a beauty salon). If you do not find a list of approaches designed specifically for growing your type of business, please leave a comment with your interest below. Priority in the further publication of development techniques will be given to the most popular requests.

“Don’t turn things around, but the tongue of the hand is shorter.” folk saying

Any article that tells about the possibilities and technologies of business promotion can only serve stimulus to action. Knowledge itself is of no value if it is not put into practice. In this regard, we hope to form an active discussion among readers that encourages action, annoying the status quo.

Recommendations related to a particular type of business are developed using a full-fledged systematic approach that allows you to analyze in detail and determine the role and significance of each element of the mechanism (process) of business development. This approach was developed and standardized by the collective efforts of several dozen American marketing professors under the leadership of Del I. Hawkins and David L. Mothersbaugh and is used by many advanced both academic and professional marketing institutions.

Before we look at this system, we are encouraged to extend the . Customer value is the difference between the benefit / benefit (both tangible and intangible) received from a product and the cost (financial, psychological, time) of its acquisition. In order to survive (and thereby develop) in the market, an entrepreneur needs to create or offer greatest value (from the consumer's point of view, of course) in their industry segment compared to competitors' offerings.

Since the relationship between cost and benefit of a product is usually directly proportional (i.e., the greater the benefit, the higher the cost), in order to maximize profit, the value proposition must be noticeably outperform that of competitors but no more than it needs to be convinced. It is for this that it is necessary to use a system that allows you to calculate and clearly direct limited resources entrepreneur for production noticeably competitive customer value.

Let's take a look at the process of creating customer value that we use when recommending a typical entrepreneur in a series of articles. "How to grow a small business":

1) Market analysis. In the first step, we conduct a detailed study

a) small entrepreneur,
b) its competitors,
c) consumers,
d) conditions of market relations.

2) Market segmentation. At this stage

a) customer needs are identified,
b) consumers are grouped according to their needs,
c) the needs under consideration are prioritized,
d) the most attractive segment(s) for the entrepreneur is selected

3) Exploring the buying decision process. This step is to study the process by which

a) the consumer recognizes his problem/need,
b) finds information to solve this problem (product or service),
c) evaluates the alternatives available to him,
d) makes a purchase,
e) uses the product (or result of the service) in practice,
f) forms the final evaluation of the product.

4) Marketing strategy. Here, based on the information from the previous analysis, a targeted policy is being developed regarding

a) commercial product positioning,
b) its properties,
c) its prices,
d) consumer access to the product,
e) stimulation of consumer interest in the product,
f) pre- and post-sales customer service issues.

In other words, the answer to the question is formed - How an entrepreneur will create competitive customer value.

5) results. The final stage evaluates the achieved performance

a) the consumer,
b) small business and
c) society as a whole.

The development of the final marketing strategy for the promotion of demand is to bring the concepts of marketing activities into the most productive correspondence with.

core consumer behavior patterns serves Lifestyle And consumer identity(in our case, those that we segment in the second stage of the customer value creation process). In the model for Lifestyle are influenced by:

1. External influences which include

a) Public culture/mentality(where it is sometimes necessary to go deeper and identify subculture). This is expressed in traditions, concepts, values, skills, habits formed in society.
b) Demographic characteristics, which are expressed in the size, dispersion and structure of both the segment itself and its public "container";
c) social status, which is expressed in the hierarchical division of society regarding the way of life, values ​​and relations of its "members";
d) "Reference" group(stimulating individual attitudes towards something), which has informational, normative And identification impact on members of the segment in question;
e) family environment, which is similar to the "reference" group, but with additional motivations and a level of commitment;
f) Various marketing activities(influence of all present marketing messages).

2. Internal influences which include

a) Features of perception(how the stimulation of the consumer's senses is transformed into information for him);
b) Features of the process of obtaining knowledge(consumer behavior is primarily due not to innate, but to "accumulated" knowledge, and therefore, it is important for us to understand how they are formed);
c) Memory(how detailed and for how long the consumer retains the information transmitted by the marketing campaign);
d) motives(goals and directions of consumer behavior);
e) Character features(in other words, type consumer behavior, tuned to achieve goals);
f) Emotions(whose nature is explained by the interaction motives And personality traits with external factors);
g) Personal relationships to objects / objects (long-term organization emotions, motivations, perception And accumulated knowledge in relation to certain aspects of the environment).

Further, Lifestyle And consumer identity causes needs and desires, which in turn initiate The process by which a consumer makes a purchasing decision. This process can be ordered into the following stages:

  1. situational circumstances(impact of factors related to time And place, and are not constant for the consumer);
  2. Problem/need/wish recognition(result of discrepancy desired consumer state with reality, which is sufficient to activate the process of developing a consumer decision);
  3. Finding Information to Solve a Problem(depending on the perceived importance of the decision, the consumer resorts to either nominal, limited, or extended searching for information);
  4. Evaluation of alternatives(depending on the type of information search, the consumer may resort to or avoid considering alternatives);
  5. Final Choice(analysis of preferences in the process of solving a problem, which consists in prioritizing the characteristics, sizes, usefulness of the product in question);
  6. Making a purchase(analysis of the choice of sales channel (retail, Internet, ads, catalogs, or other channels);
  7. Post-sales experience(analysis of post-sales satisfaction, brand loyalty, disillusionment).

Obviously, the outcome of the purchasing decision process generates consumer experience. Obtained in this way an experience closes the model of consumer behavior under consideration by the fact that it affects, in turn, the initial external And internal factors.

Low-budget marketing… Every business owner's dream. And even "dreamer" - if, at the same time, the recognition of the company (product) would grow exponentially ... and the sales curve would bend steeper upwards from day to day ..

But the reality is that marketing budgets ( advertising, PR - underline what is necessary) are made up according to known only to the "layout" himself ( read - marketer, advertiser ...) laws... And, with rare exceptions, they are a weak reflection of reality and the company's need for contacts with the target audience.

They say that the true professionalism of a marketer is to bring a company (product) to the market without a budget ... Well, or with the minimum necessary cash injections.

I don’t know how true or controversial this statement is - I can hardly imagine Coca-Cola, Mars and Adidas on the market without budgets ... but still. The fact remains, and the reality of the market is that not everyone has the budget to pay for "multi-layered" advertising campaigns. In addition, due to the still prevailing mentality of Russian business owners, who are skeptical and distrustful of their own marketing services, small and medium-sized businesses are not yet ready to part with money for advertising and other marketing communications ( because there is no clear understanding, “how can we get all this back…”).

So, what low-budget ways do you use to market your company or product?

I can offer you tools that I have used quite often in my practice, which have been tested by the market and have shown their effectiveness, and which have helped me more than once.

1. Barter. A lot of people don't like this word. Especially in accounting. I don't like it very much myself. But I must admit that such a scheme of cooperation is quite common in the Russian business segment, even among large and respected players (for example, such as Rosinter). Of course, if you have something to offer your potential partner. And, obviously, the value of your proposal for a partner should be no less than what you expect (ask) from him.

2. Exhibitions. Yes, your industry exhibitions are a good opportunity to promote yourself in your own market among your partners and target audience. And no - it is not necessary to buy an expensive place and mount a stand. Be creative - push the boundaries of your imagination. There are many other ways to make yourself known at the exhibition, give away your contacts and collect the ones you need.

Carefully study the proposal of the exhibition organizer, the site where the exhibition will be held - look for opportunities for a low-budget "performance".

It can be just placement in the exhibition catalog, placement on the website, renting 2-3 square meters at the entrance to the exhibition, putting a girl / boy with the distribution of samples (or just some “goodies” - usefulness with your contacts), investing in a package participant, organization of a photographer with instant printing of photos on the background of a press-wall with your logos, and so on - think of it! (by the way, such participation can also be closed by barter)

3. Events are internal. Meaning - your personal events for your target audience, for your potential customers. Create some kind of useful event for your customers - what is their most pressing problem? What critical question do they have that they usually pay money to answer?

Give them this answer for free! Perhaps in the form of a mini-seminar or micro-training for 4 hours, maybe together with a representative of an authoritative opinion for them (for example, if this is medicine, then this can be the head physician of a serious clinic, if trade is the manager of a large network, the head of the tax, top - bank manager, etc.).

You can arrange such a seminar with the owner of the premises, who is also interested in an audience that intersects with you, but is not a competitor to you in terms of services. For example, it can be a cafe, club or restaurant that is simply interested in visitors and sales of the kitchen and bar. In addition, in your pre-PR campaign to recruit attendees for your event, you will promote them, as well as in post-releases and reports after the workshop. Do not forget to mention this in negotiations with the site owner.

4. Events external. Many people forget about the most useful semi-informal hangouts or, on the contrary, professional “meetings” of their decision makers (persons making decisions about cooperation) in the form of various chambers, clubs, communities, and so on.

Look - there is probably a Chamber of Commerce and Industry in your city, which periodically arranges parties for general or financial directors. Look for different trendy features, such as a mafia game club for HR directors. For accountants, these may be seminars conducted by the local IFTS. Find out where CMOs hang out in your area (if you offer printing, design, or advertising services, for example...). Find out where the logistics directors live (if you are a courier service or a transport company).

If it’s completely boring in your city and poor decision makers stupidly go home after work - see the paragraph above: think of it yourself! Your events. Finally create your club of mafia players for ____ ( insert the position you want)! Your costs are buying or ordering printing of special cards, blindfolds and beautiful rules on A4 sheets!

Any restaurant in the city will be happy to lend you space on Wednesday evenings with this theme. In addition, it is not necessary to make such evenings free. Freebie relaxes. And the mafia club requires discipline ( read the rules online). Therefore, take 100-500 rubles from the players. per evening (the amount should be such that it is dealt with painlessly, and the value received in return at times blocked such a “loss” from the wallet).

5. Press releases. Get in the habit of issuing press releases about your company every Tuesday. Releases should not be large and voluminous - make text on 1/2 printed sheet plus a couple of key sentences about the company.

Look for information breaks within the company all week long! Establish a system for collecting and processing news and, in general, everything that happens in the company. Any sneeze should flock to your department. And you yourself decide whether to air it or not ( together with the business owner, of course).

And distribute your press releases regularly across the network and through all communication channels available to you: a website, a corporate newspaper for clients, a newsletter, a bulletin board in a trading floor or a reception area… Register your press releases in free press release directories ( they are easily found in any search engine). Send your news to interested publications in your region - both print newspapers and magazines, and online media.

6. Publications. The same goes for larger press releases - provide free content to journalists and the media. These can be interviews on your market, on some problem of your consumers, analytical reports and sections, statistical data ( many media outlets love different statistical compilations), just interesting publications “in the subject”. Invite the leading publication in your region to organize and maintain some special interesting column - and supply your column with relevant and fresh information weekly.

Everyone needs interesting and useful content! Finally, ask your buyers or potential clients - what is THEM interested in your topic, what do they want to know about?

7. Cases. Or case studies. Or success-story. The nature is slightly different, but the point, in principle, is one - to show your target segments by example the solution to THEIR problems. Write stories according to the formula "Problem - Solution - Result", "how bad it was before - and how wonderful it became after", the principle, I think, is clear. Stories in this vein are very attractive and have.

8. Reviews. Customer feedback is something you should collect from when your company was still a baby business. Especially if your client is a more or less well-known company in your region. On corporate color forms, with a beautiful seal, signed by the first person or a key top manager of your client.

Collect and store your reviews in a separate folder, each in a separate file, treat them carefully and with respect -) Well, without fanaticism, of course. You just have to understand that these are the results of your work. These are your "thank you, you helped us a lot" from your customers. And don't forget to digitize all your customer testimonials. Only rovnenko, in color, with high resolution and readable text.

9. "Word of mouth". Involve the local population in promoting your company, products, brands. It has long been no secret to anyone that the “dress” works best in the service market. But in order for your “dress” to work, you need to work on it! What did you think? They just launched a rumor to the people - and he picked it up and carried it to the masses? Of course, it would be great if everything was so simple - no one would spend money on expensive TV and radio advertising, but only would be engaged in “injecting” rumors into the masses.

The simplest and most effective thing is to remember yourself. What information have you personally ever transmitted by word of mouth? It was probably something shocking, out of the ordinary, or terribly funny, or curious, or disgusting, or improving some aspect of your life ... Feel what I mean? Yes, that's right - it should be something that will hook.

But here, be careful - your legend should support and enhance your company/product image, not destroy it.

10. Free consultations, demonstrations, samples. The name speaks for itself. Don't be afraid to give! Nobody likes to buy a pig in a poke. Everyone wants to try first, and then make a buying decision.

Here your marketing should work in close connection with sales as never before. Because it’s not enough just to give a try - after that you need to constantly ask at a given frequency - “Well, how did you like it? Let's buy the full version. Did not like? Why? etc...". Keep in touch, monitor your potential client. Offer him special offers, inform about new products, promotions, discounts.

But at the same time, do not be afraid to calculate and cut off “eternal tryers” - these are those who initially know that they will never buy, but they will never refuse a freebie ... You should not waste your precious time on such “non-customers” ...

11. Atmosphere and design of the client office/service hall, reception, meeting room/. In these rooms, EVERYTHING should speak about your professionalism, the quality of your services and the specialists who, in fact, provide these services, inspire confidence in you, your company, your product - every little thing and every element.

Remove already, finally, all these antediluvian letters and thanks of 2003-2007, issued to you by someone for something! Leave one - but a normal, fresh, up-to-date solid professional license, or a certificate, or a diploma, or whatever you have to do according to the specifics ...

No wobbly chairs, tattered tables, scorched sofas, cracked glass surfaces… Well, you remove this piece of furniture if you don’t have money yet to reupholster, repair, buy a replacement. It’s better to throw a couple of frameless “pears” for one and a half thousand rubles, if you need to somehow take up space - well, let no one sit on them, but they will give some kind of “their dude” - freshness and dynamism to your office.

12. Gift certificates, loyalty programs. That is, make sure that the client wants to not only come to you again, but bring someone else with him next time. By the way, this also works with corporate clients. You just need to think a little longer ... And ask around / observe clients, what can stimulate them to such an action.

A great example is large cosmetic chains, fitness clubs, mobile operators ( least). Copy this ready-made and perfectly working model and apply it to your business - what exactly is stopping you? ( the first gift certificates can also be printed on a color printer, if it’s really tight ... get rich - print plastic, that’s okay!)

In addition, if you have a representative office of some federal discount coupon network in your city ( like Groupon, but there are a lot of them now), or perhaps there is a local company with this kind of working principle, contact them, let them plan an advertising campaign for you. They won’t take money from you for this, but on the other hand, you will clearly see how much you can earn in one day of such a promotion with zero investment in reach and attraction. The decision is yours.

13. Cross marketing promotions with partners. Organize joint promotions with your colleagues, with whom your products can complement each other for the same target audience ( “Blah blah printing house and blah blah furniture salon - only from May 1 to May 20 they are holding a joint promotion: buy office furniture and get 80% discount on any advertising printing!”). Promote them well in the region ( You can also partner with the media), share contacts with each other, and work with the resulting client base, each in its own format.

14. Contests, quizzes. This is about the same as cross-marketing, only a more entertaining format. Each partner performs its own function, makes its contribution - provides prizes of various formats and nature, covers the event, prints banners, programs the web, deals with logistics, photographs, shoots videos, feeds, clothes, etc. But someone has to take on the role of organizer and coordinator. For example, you are the initiator and creator of the concept ( which you pre-send to the partners you need for your contribution).

15. Cultivate feedback from your customers. Build relationships with them. And develop them. Invite them to express their opinion on any occasion - about your services, about the same services on the market in general, conduct surveys, call to action in your communications, provoke them to respond to your messages, conduct surveys on the website or together with partners, give them free advice and ask to evaluate them, get their consent to receive your marketing materials (only useful to them and not often!).

Final word

Of course, all these low-cost marketing methods do not require a lot of money, but they require the investment of other resources - this is time, effort, patience, energy, imagination and your knowledge.

Yes, and you should not be scattered on all of the methods of promotion described - try each of them in turn, see - which one works best for you, brings the most customers? Focus on the few that are most optimal for you in terms of time and labor costs / number of deals closed.

And one more piece of advice that I would like to mention, but which everyone often forgets about ... Due to blurryness and immersion in routine, probably ...

Promote and sell not your company and your products, but the "emotion" and "result" from using your services and contacting your company!

The services of a beauty salon are few people need, but a beautiful haircut and a perfect manicure - yes! I'm not at all interested in the services of an advertising agency, but here's a 20% increase in sales in 6 weeks - let's discuss this soon! There are plenty of tours to Egypt and Greece for cheap, but a complete disconnection from current worries and immersion in absolute relaxation for two weeks - there are few such offers! (if they exist at all...)

So stop, colleagues, disconnect from the hustle and bustle, take a time out for the day, go to the park, turn off your mobile phone, sit on a bench, relax, look at the fountains, people watch - there are low-budget ways to attract customers on the market, you can think of them. Just in pursuit of feverish sales and abstract results, we don't always see them.

P.S. And don't forget that acquiring a new customer costs FIVE times as much as keeping an old one. Therefore, do not forget about your client after the first sale (obtained by one of the methods discussed in this report), in fact, work with him is just beginning here!