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Business Promotion Idea List
- Advertise in the classified advertising section of your community newspaper. GTA business services
- Advertise in the Yellow Pages.
- Advertise on a grocery buggy.
- Approach your prospective customers over the phone.
- Approach your prospective customers in person. GTA business services
- Approach your prospective customers through the mail.
- Be a guest speaker at seminars and present on your area of expertise.
- Be a guest speaker on radio talk shows.
- Build and maintain a customer mailing and contact list on database software.
- Build your image with well designed letterhead and business cards. GTA business services
- Design a brochure that best explains the benefits of your services.
- Design a mail order campaign.
- Design a point of purchase display for your product.
- Design a telemarketing campaign.
- Design an image building logo for your company.
- Design and distribute a quarterly newsletter or an industry update announcement.
- Design and distribute company calendars, mugs, pens, note pads, or other advertising specialties displaying your company name and logo.
- Design and distribute a free "how to do it" hand-out related to your industry (e.g. Tips for conserving energy in your home).
- Design buttons, decals and bumper stickers or balloons with your company name, logo or slogan. GTA business services
- Design T-shirts displaying your company name and logo.
- Explore cross promotion with a non-competing company selling to your target market. GTA business services
- Explore the costs of advertising in newspapers, magazines, on radio, television, billboards, bus shelters and benches. Refer to the publication Canadian Advertising Rates and Data (CARD) for some of this information.
- Explore ways to share your advertising costs using cooperative advertising.
- Follow up customer purchases with a thank you letter.
- Follow up customer purchases with christmas or birthday cards.
- Have your company profiled in a magazine or newspaper that is read by prospective customers.
- Hire an advertising agency or public relations firm. GTA business services
- Hold a promotional contest.
- Hold a seminar on your service, product or industry.
- Include promotional material with your invoices.
- Look for prospective customers at trade shows related to your industry.
- Look for prospective customers in associations related to your industry.
- Look for prospective customers at seminars related to your industry.
- Look for prospective customers in magazines and newspapers related to your industry.
- Package your brochure, price lists and letter in a folder for your customers.
- Place a sidewalk sign outside your store or office. GTA business services
- Place flyers on bulletin boards and car windshields.
- Place promotional notes on your envelopes, mailing labels.
- Place signs or paint logos on your company vehicle(s).
- Prepare a corporate video.
- Prepare a list of product features and benefits to help you plan your advertising and promotional campaigns.
- Prepare proposals offering solutions to your customer's needs.
- Provide free samples of your product or service.
- Provide public tours of your operation.
- Sponsor a charity event.
- Sponsor an amateur sports team.
- Sponsor a cultural event through a community arts organisation.
Signs and your Business
Have you considered the impact that your sign has on your business?
This publication discusses signs, what they can do for your business, and how they can be used to your advantage. A checklist for ordering a business sign is also provided. GTA business service. Toronto business directory
Introduction
Signs are one of the most efficient and effective means of communication. Signs help people find you, they reach people who are passing by your establishment, they present an image of your business. In short, signs tell people who you are and what you are selling.
Signs are such a powerful communication medium that it is difficult to estimate the extent of their influence. Other media require the directed attention of the person receiving the message. Signs, however, can convey a message while creating a mood or feeling of atmosphere. It is not necessary for people to give full attention to your sign in order to derive meaning from its presence.
What Is a Sign?
A sign is the most direct form of visual communication available. In fact, so many people use signs without a second thought that it is easy to overlook their importance. When we cannot talk to other people directly in a given location, we tack up signs: wet paint, beware of dog, enter here, garage sale, etc. Signs are the only form of mass communication directly available to everyone.
What Signs Can Do for Your Business?
Signs perform three major communication functions for your business: they give information and direction, provide a format for street advertising, and build your image.
Signs Give Information About Your Business and Direct People to Your Business Location
Signs index the environment so people can find you. This is especially true for travellers, new members of your community, and impulse shoppers who may be on a journey to purchase a particular good or service which you sell. Canadians are mobile. A primary source of customers for your business is the large number of people who are new to your community or who may be just passing through. Your sign is the most effective way of reaching this mobile or transient group of potential customers.
Signs can correct a poor location by substituting effective communication for poor site characteristics. If your business is located on a site which is not visible or in a building which does not correspond with the goods or services offered, your sign can overcome this disability. For example, most buildings are not built to conform to the design needs of any particular type of tenant. Without an effective sign it is often impossible to determine what type of business is being conducted in a given building. In addition, when your site is located off a busy traffic artery or in an area which is not easily accessible, your sign can communicate to people who are passing on a busy street several blocks away. If you are located off a busy freeway but far from an exit, your sign becomes your main device for directing people to your business. High-rise signs are used when a business is located away from potential customers' normal pathways of travel.
Signs Are Street Advertising
Your sign provides an easily recognizable display format for the goods or services you are selling. For most businesses the street is where potential customers are. The message conveyed on the street reaches people who are close enough to make a purchase.
Street advertising also helps people develop a memory of your business name and the products and services you sell. People tend to buy from businesses they know.
Signs can build an image for your business and help you identify with the market segment you are trying to reach.
Through materials and design, a sign can appeal to a given group of potential customers. For example, some firms attempt to capture the youth market, others senior citizens, others unmarried single people and so forth. If you have a particular market segment that you wish to attract to your business, your sign can be an important means of bringing these people in.
The Advantages of Signs
On-premise signs are your most effective and efficient means of commercial communication because they are inexpensive, available, practical, easy to use, always on the job, and directly oriented to the trade area of your business.
Signs Are Effective
Your sign is an integral part of your advertising program along with the other forms of commercial communication such as television, radio, newspapers, magazines and billboards. There are four basic criteria used to judge the effectiveness of these advertising media:
- coverage of the trade area;
- repetition of a message;
- readership of a message;
- cost per thousand exposures of a message.
Two other criteria important for the small business owner are:
- availability; and
- ease of use.
Let's see how signs measure to the above criteria:
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Signs are oriented to your trade area. Signs do not waste your resources by requiring you to pay for wasted advertising coverage. The people who see your sign are the people who live in your trade area.
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Signs are always on the job repeating your message to potential customers. Your on-premise sign communicates to potential customers twenty-four hours a day, seven days a week, week after week, month after month, year after year. Every time people pass your business establishment they see your sign. The mere repetition of the message will help them remember your business.
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Nearly everyone reads signs. Signs are practical to use because nearly everyone is used to looking at them and using them, even small children. Studies have shown that people do read and remember what is on signs. When special items are displayed, sales increase for these particular items within the store.
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Signs are inexpensive. When compared to the cost of advertising in some other media, the on-premise sign is very inexpensive. Table 1 indicates the cost-per-thousand-exposures for various media in a given type of community. Unless your trade area encompasses an entire city or region, where you must rely upon broad based media coverage, there is no better advertising dollar value than your on-premises sign.
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Signs are available to each and every shop owner. There is no need to schedule the use of your sign. Your sign is available to you whenever you need it and to be used however you please.
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Signs are easy to use. No special skills or resources are needed to operate a sign once it has been installed. If it is an illuminated sign, all you need to do is flip the switches and that may not be necessary with timing equipment. Once the initial expenditures are made, no special resources or professional services are needed. You need only operate and maintain your sign. GTA business service. Toronto business directory
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The Internet is not a single entity; it is more a complex system of services and programs that together, provide users with the Internet. Each of these services has different capabilities and functions. Working together, they provide users with a unique variety of services that can be used by businesses as a research tool, a networking tool and an advertising medium. GTA business services. Toronto Business directory
Opportunities Sourcing
As a Research Tool
The Internet has a vast collection of information that business can source to stay competitive in the market place. Included in this information are products and industry suppliers from around the world that can be found and contacted. GTA business services. Toronto Business directory
By using a Web browser, you can access such Internet distribution services as the World Wide Web. The Web allows the users to download information from desired sites to their computer screens. Once this information has been downloaded it can be printed and/or saved to one's hard drive. GTA business services.
Once on the Internet, Search Engines can be used to connect users with desired sites. Some common search Engines are:
As a Networking Tool
The most popular service on the Internet is E-mail. With E-mail, businesses can keep in touch with customers, business associates and other entrepreneurs from around the world. Since E-mail is an inexpensive, convenient and efficient communication tool, it has become far more superior to conventional means of communication such as telephone, fax and mail. Toronto Business directory
As an Advertising Medium
One of the more obvious business uses of the Internet is advertising. Every year, marketing and advertising teams spend billions of dollars trying to sell their products and/or services. Now companies can promote their goods through the Internet at a cost per sale basis. Internet advertising reaches potential customers worldwide at less than five percent of traditional advertising costs.
Some of the great advantages of the Internet are:
- the Internet has no boundaries and can be accessed in a matter of seconds. You can enter new markets all over the world with minimal costs;
- you can reach customers all over the world. And by using E-mail, you can quickly keep in contact with your customers at a very low cost;
- the Web allows you to market your products or services to your clients or potential customers 24 hours a day, 7 days a week.
Other Internet Uses
The Internet has a variety of uses. Here are some of the many uses that companies are taking advantage of:
- providing human resources information;
- customer service and support;
- remote office and field support;
- public relations (i.e., news releases);
- selling products and offering product information;
- corporate profiles;
- investor relations—stock performance.
Terms
Download: A way of transferring files from a remote computer to your computer. GTA business services
E-mail: (Electronic Mail) The transmission of correspondence and documents from one computer to another via telecommunications.
Toronto Business directory
FTP: (File Transfer Protocol) One of the first developed Internet services that allowed users to move files from one place to another. It enables you to connect to a computer on the Internet (as long as you are allowed to write to that host), transfer any type of files-programs, text, pictures, sound, or any other file format.
Internet: A vast collection of networks from around the globe. Each network in the collection has physical connection to one or more of the other networks; thus, all networks on the Internet are connected. The Internet includes many services such as FTP, Telnet, and the World Wide Web (www). Toronto Business directory
Modem: (Modulator-Demodulator) A device used to send and receive data over telecommunications lines.
Network: A set of interconnected computers that can interchange information over long distances.
Search Engine: Tools you can use free of charge that help you locate information on the Web. GTA business services
TCP/IP: (Transmission Control Protocol/Internet Protocol) is a networking protocol that all companies must adhere to in order to make the Internet accessible by people using different types of machines. It allows for transferring data on the Internet itself, as well as on many local area networks. Toronto Business directory
Telnet: is a program that allows you (using a telephone line and a modem) to connect two computers together; it provides a terminal connection to the remote machine. This connection enables you to type commands to the remote machine, just as if you had a terminal hooked to it.
UseNet: (also known as Newsgroup) Refers to a mechanism that supports discussion groups. In many ways, you can think of UseNet as an organized electronic mail system, except there is no single user that mail is sent to. Instead, the messages that are sent are available for anyone who accesses that newsgroup. GTA business services. Toronto Business directory
WWW: (World Wide Web) is one of the newest Internet service. It allows anyone to easily access and display documents that are stored on a server anywhere on the Internet.
Other Web sites of interest may be:
Source: Daniel Dern. The Internet: Information Highway for Small Businesses and Entrepreneurs
Prepared by: Saskatchewan Regional Economic and Co-operative Development
Toronto Business directory |
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What is E-business?
E-business or Electronic business is the extensive use of computers, communication technology, networking technology and computerized data to perform business processes. In other words, E-business is any system of suppliers, distributors, or customers that use the Internet as the basis for their operations. It can range from using e-mail to communicate with customers and/or conduct business to a web page promoting a company, from a full e-commerce retail site to the integration of procedures and processes using Internet based technology.
The transactional component of E-business is e-commerce. E-commerce can be defined as the buying and selling of information, products and services via the Internet. There are generally two types of e-commerce 1) B2C (Business to Consumer) in which businesses sell to consumers or 2) B2B (Business to Business) in which businesses sell their products or services to other businesses. GTA business service. Toronto business directory
E-business has the potential to help you improve your business processes through accelerating and enhancing customer service; increasing sales by providing alternative sales and marketing channels; promoting product, service, and company information; and, by reflecting a modern image.
Top of Page
Information guides on E-business can be found through the following links:
To gain a better understanding of E-business acronyms and terminology refer to the following sources:
Types of E-businesses
Internet development can be broken down into four categories: The Online Brochure, Sales Site, Integrated Site, and the Involved Site (or Application). While the Integrated Site and the Involved Site (or Application) are mentioned here briefly, these types of E-businesses are for larger businesses and thus beyond the scope of this workshop.
The Online Brochure
Provides prospective customers with a profile of an organization, and its products and services available for sale. Such websites are generally not very elaborative and provide little or no functionality in terms of processing orders. Some benefits include increased exposure to potential customers and a positive brand image if well executed. Some drawbacks include the inability to order goods (which can be frustrating for customers) and the fact that competitors have access to the same data.
Some examples of types of businesses that may use an Online Brochure:
- Bed and Breakfast
- Hair Salon
- Tutoring Agency
- Spa
The online brochure is an effective way to advertise a product or service, cost, hours of operation, location and contact information, etc.
- Technical Requirements: Low to Medium
- Cost: Low to Medium
Cost can vary depending on hardware, Internet Access, Web designer (whether you decide to do it yourself or to hire someone else to do the work), Web development tools, location (urban area vs. remote rural area) etc. GTA business service. Toronto business directory
Sales Site
Offer products for sale and allow simple E-business transactions. This level of site often incorporates a database and, in many cases, there is a limited selection of items. Although often hosted on a secure server, Visa and MasterCard orders can be placed via phone or email for authorization and funds transferred through means of traditional deposits. Design, functionality, and usability are more critical for a sales site, as buyers often require confidence in the organization in which they are purchasing from. Benefits include increased exposure to potential customers, increased revenue, and increased customer access. The inability to display all products available possibly deterring customers and presenting a poor brand image, as well as a lack of functionality to gather marketing data, are some of the drawbacks to be considered.
Some examples of businesses that may use a Sales Site:
- Tea Merchant
- Clothing Shop
- Wine Merchant
The Sales Site provides a convenient way for a small business to advertise and sell products online. GTA business service. Toronto business directory
- Technical Requirements: Medium to High
- Cost: Medium to High
Two other types of E-business sites, the Integrated Site and the Involved Site (or Application), tend to be very specific to each organization's needs. Some examples of businesses that may use an Integrated Site or an Involved Site (or Application):
- Car manufacturer
- Pharmaceutical Company
They tend to be larger, more complex and much more expensive, beyond the scope of most small businesses.
- Technical Requirements: High
- Cost: High
Success Stories
Read through these success stories to learn how other small and medium-sized enterprises have integrated the Internet into their businesses.
Electronic Commerce in Canada: Success Stories This site features a searchable database of Canadian businesses that have successfully integrated Internet technology into their business operations. You can search the database by province or industry.GTA business service. Toronto business directory
Tips for Success
The following documents provide some useful tips, as well as outline some common mistakes in E-business ventures.
- Critical Issues for e-Business Highlights nine critical issues involved when either developing an E-business component for a small to medium-sized business or setting up a true "e" company.
- Critical Success Factors for e-Business Outlines several basic factors that are critical to successfully adopting E-business to your business.
- The Most Common Mistakes in e-Business Highlights sixteen common mistakes found to occur in the Manitoba E-business arena. Take advantage of this presentation of "lessons learned" when planning your own E-business venture. GTA business service. Toronto business directory
Diagnostics: Are you Ready for E-business?
Perhaps you have read the literature and remain uncertain as to whether or not you are ready for E-business. There are several diagnostic tools/quizzes available on the Web to help you determine whether or not your business is ready. For example:
E-business Readiness Diagnostic Test A test designed to help you discover what is possible for your business in the digital economy and to assess your own E-business potential. |
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Pickering business services and business directory
Oshawa Business services and business directory
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Durham Region business services and business directory |
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Buy A Franchise
Buying a franchise involves buying the rights and support systems to own and operate a business that has been designed by someone else. It is a common way of establishing a business. GTA business service. Toronto business directory
Usually, franchise networks are based on a successful business established in one original location. Franchise outlets may then be established in other locations. Each location uses the same company name, operating system, purchasing procedures and management system, and benefits from general advertising campaigns. Each franchise outlet receives varying degrees and types of franchise supports. GTA business service. Toronto business directory
Some Examples
- Many fast food outlets such as McDonald's Burger King and Kentucky Fried Chicken are franchise operations.
- Other common types of businesses which may be franchised are real estate agencies, restaurants, hair salons, building supply outlets, dry-cleaners, picture-framing shops, lawn maintenance services, fast printing services, quick photo processing outlets, automobile repair and parts shops, sports equipment stores, computer stores, video rental outlets, home security firms and machine vending services. GTA business service. Toronto business directory
How To Do It
- Find and read publications relating to franchising, to learn about its advantages and disadvantages. Good sources of information include local libraries, as well as Canada Business.
- Identify types of franchise operations you would like to explore by:
- reading newspaper and magazine advertisements and franchise trade journals;
- joining franchise trade associations; and
- noticing franchised businesses in other locations which may work in your area.
- Work at a franchise outlet of a business which interests you.
- Attend franchise trade shows.
- When you have selected the type of franchise which most interests you, identify and talk with potential customers to determine their need for your products or services.
- Talk with a few franchisees for information on being part of a franchise operation. GTA business service. Toronto business directory
Key Questions
- What kind of business would I like to own as a franchise?
- Is there a market for the product or service I would be offering?
- Can I obtain that franchise for my area? How?
- Will my previous business experience support the type of franchise operation I prefer? GTA business service. Toronto business directory
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Identify Opportunities Arising From Your Current Business
You can uncover new business opportunities by analysing your current business operations and finding new directions for your activities. Such opportunities could arise from either the strengths or the weaknesses of the business. To provide new opportunities, strengths can be expanded and weaknesses can be corrected.
Some Examples
- An organization had a huge mailing list of customers, but did not use the mailing list for advertising. They recognized the weakness and contracted with an agent specializing in direct mail lists to computerize the list. The list is used to advertise the firm's own products, and the firm receives a rental fee when others rent the list.
- A radio station was especially strong in talented people and state-of-the-art equipment. They capitalized on this by creating syndicated sports and public affairs programs that they marketed to other stations.
- An aircraft manufacturing firm had a fibreglass division which was underused when airplane sales were down. Instead of closing the division or laying people off during those periods, the company asked the division to research additional products it could produce. A unique bathtub was designed and marketed, and became so successful that a new company was formed to produce it.
How To Do It
- Take an inventory of your human, physical and other operating assets to identify those which are currently underused. These assets may be:
- land, equipment;
- facilities, patents;
- products;
- systems;
- cash;
- credit;
- licences;
- knowledge;
- skills;
- experience;
- contacts;
- reputation;
- market position, methods of distribution locations;
- or trademarks.
- Identify the strengths and weaknesses of your business by considering;
- areas in which the operation excels/falls short;
- areas in which the operation is innovative/non-productive;
- compliments/criticisms paid by customers or other people, and company strengths/weaknesses identified by them; and
- areas in which your firm is weak and in which competing firms or industry leaders are strong
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Use external consultants to review your strengths and weaknesses.
- Design strategies to improve your strengths, reduce weaknesses or turn weaknesses into strengths.
Key Questions
- What strengths can we use as a basis for expansion? How?
- What weaknesses can be corrected or turned into strengths? How?
- What new opportunities can be identified after considering current strengths and weaknesses? GTA business service. Toronto business directory
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Identify the Full Scope of your Business
Sometimes businesses fail to identify the full potential scope of their operations, when considered in a context of the generic category of their business. For example, book publishers are in the information business, soap companies are in the cleaning business, and trucking firms are in the transportation business. Defining the business in a clear and complete manner can lead to the identification of additional business opportunities. For example, soap companies can expand their product lines to include other items that can clean.
Some Examples
- The publisher of a community newspaper realized he was in the information business and began to publish a newsletter as well.
- A firm of chartered accountants realized they were in the business of financial control tools. They expanded their regular accounting activities by hiring a financial controller who serves several small companies on a fee-for-service basis. Their "rent-a-controller" service is a success.
- Managers of a neighbourhood food store recognized that they were in the convenience business. They began to provide other "convenience" products, services and features, such as delivery service, 24-hour opening, easy parking, hot snacks and even video rentals. GTA business service. Toronto business directory
How To Do It
- Ask yourself what general type of business you are operating.
- Look at the services and products you provide to identify which general categories they fit.
- Examine the identified general categories. Then think of other types of products or services in those categories which you are not providing, and consider whether you could expand your operation to offer these additional items.
- Talk to potential customers to find out whether there is a demand for the additional products or services.
Key Questions
- Into what general category or categories does my current operation fit?
- What other products or services could fall into the same category?
- Could I expand my operation to offer these additional items?
- Is there a market for the additional products or services?
- What potential customers would purchase the product or service I want to provide? GTA business service. Toronto business directory
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Take Advantage of A Market Switch
When groups of consumers move from one type of product to another on a long-term basis, new business opportunities can result. Market switches create demands for new products and services.
Some Examples
- The switch from traditional styles of children's bicycles to BMX bikes provided an opportunity for a bicycle shop to establish a BMX racing club and racing track. This racing involvement helped the shop to capture a large share of the BMX market.
- A woman took advantage of the market switch from record albums to cassette tapes by packaging cassette recorder-head cleaning kit.
- To take advantage of the market switch from large to small cars, a company designed and manufactured bicycle and ski racks designed for small cars.
- An office machine repair service anticipated the market switch from typewriters to word processors and began to specialize in repairing word processing equipment. GTA business service. Toronto business directory
How To Do It
- Discover major changes in consumer buying habits by:
- reading marketing research reports and trade association research forecasts;
- observing current fads that could potentially turn into long-term changes;
- observing new products that are growing in popularity; and
- analysing changes in your own buying habits, especially when you stop purchasing an item that has become obsolete and begin to buy replacement items with entirely different characteristics.
- Find products which are associated with a market switch by:
- analysing the advantage of new products to find those which are greatly superior and will likely replace more traditional items; and
- looking for new technologies or new products based on new concepts which are revolutionary for an industry.
- Look for a major product or service that is needed to meet changing consumer demand, but has not yet been provided, and find a way to provide it.
- When the major product in the market switch already exists, look for related services or products that can be used in association with the major product.
- Ensure that there is a demand for the product/service you would like to provide.
Key Questions
- Can I think of any market switches that have recently taken place?
- Can I think of any market switches that may be occurring now?
- How can I take advantage of these changes in consumer buying habits?
- Can I address a current market switch by providing the major product or service?
- Can I provide secondary products or services related to a new major product?
- Have potential customers indicated a need for the product/service I have in mind?
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