"Promise, large promise, is the soul of an advertisement."
--- Samuel Johnson
I had lunch with a marketing guy the other day (I heard a comedian one time say, "Have you noticed that everybody has 'a guy.' I said to Joe, 'So you have a plumbing problem, eh? I know this plumbing guy…."). Anyway, as I was saying, this marketing guy was sharing with me that most of his clients never take advantage of the easy ways to market and advertise. They almost always want to spend the big bucks to get their message out. They rarely use some of the obvious, effective, and least expensive means of advertising.
We all know that word of mouth is one of the best ways to advertise, but are you aware of the many other free marketing methods that you can use?
"Many a small thing has been made large by the right kind of advertising."
--- Mark Twain
Some of the social networks online such as Facebook and LinkedIn are just a couple that are available to you for free. While it is not the standard, tried and true forms of advertising, they do work. You just need to set up an account and learn how to use them. Google, or do a search for information on getting the best out of social networking.
"No matter what your product is, you are ultimately in the education business. Your customers need to be constantly educated about the many advantages of doing business with you, trained to use your products more effectively, and taught how to make never-ending improvement in their lives."
--- Robert G. Allen
Other forms of free advertising include teaching classes to the masses. If you really know your stuff, you are already an "expert." Share your knowledge with potential customers who want to know and need to know what you have to offer. Many sign shows offer opportunities for holding classes for show attendees.
Another option is to host an event that is helpful for your community. The exposure from such an event is well worth the effort that you put into it. Your name, company name, and your offerings are immediately advertised for all to see.
"Give a man a fish and he will eat for a day. Teach a man to fish and he will eat for a lifetime. Teach a man to create an artificial shortage of fish and he will eat steak."
--- Jay Leno
Use other free means of advertising such as creating a listing on SignIndustry.com in the Buyer's Guide. You know, we have faithful readers (over 50,000 unique visitors per month) that have been with us for many years and have taken advantage of all of the free advertising that we offer. Many take it one step further and purchase a Product Showcase, which is still only $100 per month, to advantage of greater exposure with a full-page ad.
"Next to doing the right thing, the most important thing is to let people know you are doing the right thing."
--- John D. Rockefeller
Whatever route you take, be sure to take it. In other words, stop putting off getting more business for your business. Take advantage of every opportunity available to you for full exposure of your business.
"Customers don't always know what they want. The decline in coffee-drinking was due to the fact that most of the coffee people bought was stale and they weren't enjoying it. Once they tasted ours and experienced what we call "the third place".. a gathering place between home and work where they were treated with respect.. they found we were filling a need they didn't know they had."
--- Howard Schultz
New Realties in the Wide-Format Graphics Market
By Tim Greene
Companies that stay tuned to the latest available technologies will be best positioned to meet the increasingly demanding market requirements.
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A Simple Giant of Our Industry
By Rock LaManna
We should all know what this extraordinary man, Carlo LaManna, accomplished in his time spent in our industry.
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In a Czechoslovakian tourist agency:
"Take one of our horse-driven city tours -- we guarantee no miscarriages"
Sign on motorway garage:
"Please do not smoke near our petrol pumps. Your life may not be worth much but our petrol is"
Outside of a Mexico City disco:
"Members and Non-Members Only"
We know those funny signs are out there. Take a moment and send them in to us and we'll share them with the world. Send all hysterical observations to: firstname.lastname@example.org.