By Liz T Jones
There is a lot of confusion surrounding advertising and marketing techniques for local businesses. Many times, when an entrepreneur thinks about ways to promote his business, he thinks about the typical ways that he sees other companies advertising around him. He knows that he sees a lot of ads on television, so he thinks that maybe he should purchase a television ad. Then he sees a beautiful full-page ad a newspaper by a prominent corporation, so he wonders if he should take out magazine and newspaper advertisements. He notices that most corporations have a memorable logo and jingle, so he may spend a lot of time trying to create a theme song for his business.
Unfortunately, these methods do not work well for a small local company. These are the methods that are employed by major corporation with tens or hundreds of millions of dollars to spend on the promotion of their brand and products. Instead, a small local entrepreneur needs to think a bit smaller and cheaper. Perhaps one day he will be able to have a billboard in the middle of Times Square, but for now, he needs to figure something else out. One of the absolute best tactics for a local business marketing campaign is to create and distribute small flyers. Actually, there is not any fundamental different between a flyer and a huge billboard in the middle of a busy city: It’s simply a matter of scale. Let’s take a closer look at why this is such a practical advertising method.
The first reason that creating flyers is a common choice for local marketing for small businesses is that it is relatively low cost. A few stacks of computer paper and some printer ink is all it really takes to get started with an effective marketing campaign. Rather than paying a newspaper or magazine a fortune to circulate an ad, a business can simply hire a local teenager. Teenagers are often eager to work. A good pay rate is a nickel for every flyer that they distribute. They will be flying around town trying to distribute as many flyers as possible.
Another reason that distributing flyers is an effective local marketing strategy is that the distribution can be targeted with pinpoint accuracy. It might be the case that a particular neighborhood would likely contain a large number of potential customers. The flyers can be distributed in that neighborhood to the exclusion of all others. A parking lot in a grocery store is also a great place to find a lot of potential customers.
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