back to top

Minimal marketing is better than nothing

May, 2024

When it comes to saving money, marketing can often be top of the list for things to do without. But Erica Jones, Account Director at Kent-based PR, marketing and public affairs agency Maxim asks: if you don’t tell people you exist, how can you generate new customers?

I will always argue that even a small amount of spend on publicity can be a good thing. Yes, repeat advertising and big campaigns will have the most positive impact, but reverting to complete silence will have the most negative impact. So here I’m offering advice for marketing your business on a budget.

Quality over quantity

First, consider your target customers and narrow them down to the ones with the most potential. Instead of thinking whole county, could you focus on key towns? Or instead of national, are there specific sectors? If you have to reduce spend, focusing on smaller target audiences can mean smaller outlay on advertising – if you select your medium with care.

Where are you advertising?

It’s great to make a splash on a bus, billboard or bus stop, but now you’ve got your target audience, targeted advertising in a newspaper or magazine, or online, can be cheaper and more focused. It won’t be seen by all and sundry, but it will be seen by the people who matter for your business. For instance decision makers see business magazines; teachers will see a dedicated education magazine; and so on. Or if you’re thinking geographically, a local newspaper or advertiser magazine could satisfy your targeted requirements.

Savvy decision making about where you advertise can reduce your advertising spend from thousands down to hundreds, and when cashflow gets easier you may see the benefit of sticking with some of those targeted outlets as you return to full-on promotion.

Alternatively, if business is quiet you will have more time to do some promotion yourself.

Check your website

Is it up to date? Making sure your products and services are accurate and adding some news updates costs nothing and it makes you more accessible to potential customers. News could include reviews and testimonials – which are a good excuse to contact some of your favourite clients to ask them if they’d contribute. This is a way of engaging without selling, and a nice reminder to them that they love your work and may want to consider spending with you again!

Invite people round

It costs very little to personally invite people to visit your showroom or drop round for a coffee. And if you have something to show them – a new product or a talk about a particular service that could be of benefit – it’s a great way of getting people through the door. And once they’re through the door you can work your magic and generate some sales.

Go out

Alternatively, pop round to see people. There’s no harm in dropping in because you were in the area, or booking yourself into a few networking events if that’s more your thing. The networking can come with a booking fee and does often require more than one attendance to have an impact, but it’ll be a lot cheaper than a cross-county billboard campaign.

And finally

These days it can have a bad reputation, but a little considered interaction on social media can work wonders for connecting with customers.

Whatever you choose to do, remember that something is always better than nothing when it comes to reaching new and returning customers.

This article originally appeared in Kent Director.

Erica Jones - Account Director

Erica Jones

Maxim / Account Director

posted in: advice, marketing, public relations,

we'd love to work with you

get in touch
tendentious-parliamentary