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Oldies and Goodies

Here we are in the 21st century. You are reading an electronic book that you downloaded via a home computer system. Much of your business may occur in a concept known as cyberspace. We are a high tech bunch, aren't we?

Although technology has changed the world in millions of ways, some of the tried and true marketing strategies from days gone by remain very powerful. Let's examine a few offline, old school marketing moves you can make to help your business reach its peak potential.

Business cards

These date back to the European aristocracy who would give them to servants when arriving for tea. Early calling cards were about name recognition, not brand recognition. Today, the business card is a must-have social accessory.

Handing one over communicates legitimacy and stability. It also provides great contact information! When your card features your logo, it also helps with branding.

Cards are dirt-cheap.  You can have them custom designed and shipped for only a few dollars. Generally speaking, if you land one customer or decent client during that year, that one person swill have more than paid for the cost of the cards.

Phone books

Your white page listing is a near-freebie through your local phone company, but if you run a professional service or retail business, you should pony up for yellow page space.

Although we are in the middle of a telecom revolution, many hundreds of thousands of people let their fingers do the walking every single day. Yellow page placement can be expensive. Stick to your bargaining guns and you can emerge with some cost-effective advertising that works year-round.

Fliers

You know those dreaded little pieces of paper some miscreant stuck under your windshield wiper when you were asleep or inside a shopping center? That piece of paper stuck in your door when you come home from work? Maybe you just toss them aside. Many people, believe it or not, actually read them.

If the copy on the flier is good and you are in a business where you don't need to target your prospects too tightly, these little stinkers can get the job done.

If you do the set up and take care of the copy, the actual printing and distribution costs can be pretty reasonable. You'll want to make sure you deal with a legitimate and respected distributor, though. You don't want your name and business finding its way into trash dumpsters in thick stacks or spread in areas where distribution is illegal.

Theoretically, if you need a good workout you could even take care of handing them out yourself. Hopefully, however, your time will be better spent doing other things!

Miscellany

Yard signs, guys wearing sandwich boards walking up and down the street, billboards, and a host of other distinctly 19th-20th century advertising methods are still in use.

If you can find a way to make them work for you, so much the better. Unless you run a small business that matches up particularly well for these techniques, however, your money is probably better spent elsewhere. If you do decide to bite, remember to do everything in your power to keep those costs low.