Living in a mid-size suburban town, I learn about many local small businesses through the mail. Promotional pieces arrive as individual post cards, stickers on the cover of our weekly paper, and packaged together in a thick envelope with a variety of small businesses, offering an array of products and services.
As a busy person with limited time, I keep my eyes open for small businesses located close to my home, so I can turn to them at a moment’s notice for quick, efficient repairs or fast deliveries.
That’s why, when I recently sorted through a bundle of advertisements mailed together, I was surprised that several ads came from businesses located a good 30 to 45 minutes from my home.
If it’s a small restaurant promoting its fare, I applaud its marketing efforts to expand its customer base. However, if it’s a service business that relies on the immediate community for its livelihood, I took a closer look at its message.
For example, one flyer promoted an auto repair center located over a half hour away. The piece itself included detailed information about services and repairs, diagnostic tips and state requirements. The business did its homework. There were several coupons, too. What especially caught my attention was the banner across the top, touting its service to the community for over 20 years.
As a marketing expert, I can understand why a small business that has successfully served its local residents for more than two decades would want to expand its customer base. From a potential customer perspective, I would not travel 30 minutes for an oil change or computerized wheel alignment when I have several auto centers within a 10-minute drive.
If this auto center wants to reach its present customers, providing its services and coupons are important to include in its ad. If they want to reach new customers further away, they should also incorporate testimonials from satisfied customers who used their services for years. I know many people who swear by their car mechanics, trusting them for years and often traveling far distances for their services.
If you are considering advertising with a group mailer sent to several towns close to your customer base, consider how you want to represent your business and who you are trying to reach. You may be pleasantly surprised by the results.
Biz2Credit knows how hard you work and the audiences you are trying to reach. Contact us for small business financing. Call us at (800) 200-5678, or visit https://www.biz2credit.com/ and let our experts help you.