Promoting on a local level poses a unique variety of challenges. It is important to make sure you exude a sense of proximity when you advertise locally, or your efforts to appeal to those living in your area may be left unanswered. Consumers often prefer to do business with companies in their community. The key to advertising locally is to give your potential customers that friendly neighborhood atmosphere while simultaneously maintaining a professional business atmosphere. There are a few ways to accomplish this, and all of them require some hard, personal work.
Business cards are the staple of most advertising work, and a good business card is a great way to get your name and business out to individuals in your community. The reason that business cards work so well on a local level is simply due to the fact that they are so personal in nature. They usually have your name, phone number, address and company logo, but the best part about your business card is that they closely connect to you. Either you personally gave the card to your prospective customer, or they received the card from a friend who has used your company and have been pleased with your services. That intimacy is incredibly valuable in finding people who will not only show up at your business, but who will also continue to do business with you. Another way to use business cards is to post them in popular local restaurants and retail establishments. Many communities treasure their home grown locations for food and entertainment, and seeing your business card connected to such establishments can be wonderful press. Local success is all about building relationships within the community, and business cards can help to accomplish that goal.
Another way to promote your business well on a local level is with post cards and brochures. On the surface, brochures are distant and impersonal, but a well-established brochure can function as an extension of a personal meeting with an individual. The key to using brochures well is found in the method of distribution. Leaving them in a plastic container at your receptionist’s desk is going to do little for you. Instead, find a way to get those brochures out into the community. The same goes for post cards.
A few good ways to get post cards and brochures out into the community would be to attend your town’s community day parade and have a company float that connects your business’ services to the intimacy of the town. Have employees, friends, and family walk around the float handing out brochures with candy attached for the children, and you will have created a great marketing attraction. Town events are an excellent way to get your name and face out into the community. However, if all you ever do at these events is talk about your business, you may gain a reputation as something of a self-promoter. Be sure to take some time to let your guard down and enjoy the festivities. Do not just be a distant business person who sits aside watching the community while trying to get money from them. Become part of what is going on around you. Personal involvement in the community can become some of the best publicity.
A way to enhance your involvement in the local business community is by getting involved in your town’s chamber of commerce. The chamber of commerce, to an extent, has its finger on the pulse of the town’s economic activity. Becoming personally involved in the work that is done by your local chamber is a great way to establish yourself as trustworthy and credible. It also will help you stay up to date with what is going one with other businesses in the community. Using the chamber of commerce to your advantage can be invaluable to a small, local business owner.
While doing all of this to develop relationships out in the community, you need to also maintain the utmost in professionalism back at the office. Spend the money for customized stationary. A letter with your company’s letterhead on it looks a lot better than one on regular printing paper. Make sure you have a high quality sign printed at the front of your building as well. It is easy as a small business to neglect these kinds of details because the budget is usually limited. If your business does not give the impression of a well established, well financed operation, customers will usually stay away. Finding the right combination between professionalism at the office and intimacy in the community will help your small business flourish in the local sphere.
Establishing local roots for a company can be a daunting task. With the internet providing such easy access to consumers everywhere, it can be very challenging to show the people around you why they should stay close to home. In order to get them to notice that you are offering products and services that are significant, it is important to reach out to them on a personal, relational level, while also staying professional. Using business cards, brochures, and post cards well is a great way to establish you and your business as a part of the local community. At the office, using custom stationary and other custom printing will allow you to give the appearance of a professional institution. Maintaining both ideals is a great way to find your niche with local consumers.
