Traditional marketing can be very expensive for an emerging business. The cost of print ads, radio, television and internet can really cut into the bottom line, and none may leave the impression you’re hoping for. One avenue for building a lasting customer base is through good will marketing. It goes a long way with a loyal customer base. What does this mean? It means getting involved in benefits and making occasional donations to various causes. Most businesses know that you have to give away a few free products to get noticed, but you don’t have to be random about it.
If you want to attract the philanthropy or socially active crowd, direct your give aways at their activities. Getting your business name in those circles will help you establish a good customer base. You’ll be seen as investing in your community. The marketing angle will look much more community centered and less profit centered. Of course, increasing your revenue is important, but the only way to do that is by building a solid repeat customer base. Announce yourself with some good will marketing. Then keep it up. Don’t stop once you’re established. You want philanthropy to be part of your long term business plan.
You don’t have to give away huge sums of products or money. You can pick one or two of your favorite causes and invest in them. And you don’t have to invest that much. Maybe you give an item for a silent auction. Maybe you sell the organizations supplies at cost. They’ll note that and appreciate it. They know you have to make a profit to survive, so they’ll direct business your way. At the end of the day, you win and your favorite charities win, too.