Are you doing all of these?
- First and most importantly, make sure that your URL appears in your yellow pages listing, tv commercials, and all print advertisements.
- Display your URL prominently on company letterhead, brochures, business cards and all other print collateral that you create.
- Your URL should also go on day-to-day business items such as checks, envelopes, boxes, packaging and invoices.
- Put your domain name on pencils, pens, mouse pads, uniforms, hats, name tags and other apparel that's worn regularly by your employees - or by you, yourself! Try to offer items that relate to your product line. If you sell wine, give away branded cork screws. If you sell software, give away branded mouse pads.
- Take the novelty items to the next level by sending them to potential customers. If you sell invitations or stationary, give away a pack of branded pens to local wedding shops or event coordinators. If you sell office products or stationary, send your branded pens to local small businesses. They may use the pens at their counter or give them away to customers in a kit. There are many opportunities. Don't overdo yourself and cut into your inventory or cost yourself too much with this one. Instead, get creative and think about what will be used most - causing the best return on investment.
- Believe in "word of mouth" advertising. It works. As an example, off topic discussions in the offices at MonsterCommerce are littered with mention of MonsterCommerce domains when anyone brings up shopping. The other day, I mentioned to a coworker that I am in the market for a piece of jewelry. His great recommendation led me to goldenmine.com for the first time. As you talk up your site to business partnerships, family and friends, remember that your message is most easily passed on when you provide exceptional customer service.
- If you over personalizable products, throw one of your most inexpensive products (such as a keychain) in with each order as a freebie, but customize it with your URL and ad message.
- Put your URL onto press releases that you fax to media outlets and be sure to mention it when you are contacted for publicity.
- Purchase an inexpensive sticker for your car's window or invest in painting your domain onto the sides of your car, van or truck. Consider doing this to both your business and personal vehicles. Be sure the outcome looks professional.
- Short, easy to remember URLs work best for this, and don't forget to include a short tagline that explicitly states what the domain has to offer.
- Give away promotional products like mugs, keychains, bumper stickers, and tee shirts with every event. Consider handing them out to your best customers for free. If your rapport is good with certain customers, they'll be proud to wear your domain. This will also remind your customer of your products and service, encouraging repeat business, not to mention, there's nothing better than free stuff!
- If you provide a print catalog, be sure your domain appears at the bottom of every single page, not just the cover.
- Include your company catalog and coupons or gift certificates with every order.
- Consider classified advertising to target your specific market. Most small business websites have a very specific market. With classified advertising, you may be able to get the attention of those with specific needs in an inexpensive manner. Choose an appropriate category, and include a short message with your URL.
- Attend industry trade shows and seminars or sponsor local workshops and events. Bring your branded accessories with you along with plenty of business cards, and work your magic! Build lasting professional relationships and represent your storefront well.
Use our Offline Promotion Checklist to be sure you're doing everything you can to get your URL out there!
Offline promotion works best when:
- You know your target market.
- Your domain is short and easy to remember.
- Your logo or domain sparks interest or curiosity.
- Your service level and product quality is high.
- Your site has a professional look and feel.
- You balance offline promotion carefully with online promotion.
|
