As a small business owner, you are well aware of your customer demographics, always keeping one eye on economic shifts in your area. But are you also monitoring where your customers get their news and information? And are you making every effort to target those promotional outlets for your specific audience?
We’ve talked a lot about the importance of an Internet presence, the need for an updated website, and the role social media can play in your promotions. But don’t count out the need for specialty and regional publications as part of your marketing mix. While the Internet is at most customers’ fingertips, not everyone is online.
Recently, I picked up a bi-monthly feature magazine that focuses on women’s issues. It is available for free at the entrance of my local supermarket. Expecting a thin publication, I was surprised at this sizable 64-page issue, chock full of local small business advertisements. While the lines blurred at times between articles and advertorials, the copy was enticing and the table of contents highlighted a variety of interests and necessities pertaining to its audience. Articles (and ads) ranged from medical profession and health-related businesses to travel, photography, real estate, and pet care.
One common thread throughout the publication was the focus on “local” – the store information, location, and services as well as the store owners themselves. In fact, most ads featured a headshot of the proprietor(s) and many included a short biography. One thing nearly missing from the magazine: big box stores or chains.
There are myriad specialty publications still in existence today, even with the Internet. And you really don’t have to look much further than businesses around town to see what your customers are reading. Check out the kiosks at your local supermarket, coffee shops, and even at your senior centers, if that is part of your customer demographic.
Specialty publications are worth of the investment and consideration to help your customer recognition. As an added bonus, include a coupon with your ad, so you can track who is reading the publication and then coming into your business.
At Biz2Credit, we make you our top priority. Call us at (800) 200-5678, or visit us online at www.biz2credit.com to learn more about financing and refinancing. Our team is standing by to help you.