Business Information for Entrepreneurs by an Entrepreneur

Defined simply, grassroots marketing delivers your core message to the people where you live, work and play. Grassroots marketing is ideal for small businesses that are on a budget but still need to expand their customer base.

Knowing some highly effective grassroots marketing strategies will help you develop your own grassroots marketing campaigns.

Cold Calls

Nobody likes to do cold calling or get cold calls - but when you are just starting out, you often lack warm call leads. Contrary to popular belief, cold calls don't have to be sales calls.

Cold calls can be just a "for your information" call that lets potential customers know about upcoming sales and promotions. In fact, cold calls don't even have to be actual calls.

You can simply drop in on potential business customers to network and let them know how you can assist them with their needs.

Give your Business a Face

Many large corporations have a mascot, symbol or logo that represents them. They use their mascot or symbol on all their business tools and marketing materials.

That mascot or symbol eventually becomes synonymous with the services or products of that business. Market your small business by handing out toys to kids that have your mascot on it or pens, pencils and other miscellaneous items to adults.

Co-Op your Products

Another grassroots marketing strategy is to find another local business that will allow you to display your products or advertise your services in their store or office.

Many other businesses will allow you to do this for nothing. However, some businesses may require a trade of the same right or a small kickback. Online, this can be done by trading website links and displaying each other links on one another's site.

Offer Samples

Many successful businesses allow potential customers to sample their products prior to using them. When you offer samples, not only does it draw in customers, but it shows your customers that you have confidence in your products.

Depending on what you sell you may have to get creative with your sample offerings, but it will be well worth it. Studies have shown that giving out samples greatly increases the likelihood of a sale.

Plan an Event

Drawing people to your business through an event is another highly effective grassroots marketing technique.

The event can highlight local performers or offer a trial service. Think of something that will attract potential customers to your small business. You can also take part in local events, like craft shows or school and church fundraisers to promote your business.

You don't have to spend a ton of money to effectively implement grassroots marketing strategies, just time. However, your time and energy will be rewarded if you do things right.

IRS Notice 134, revision 11-2002, which is attached as a card along with a refund check from the IRS reads:

If you are certain the refund check is too large, please return the check with a letter to the service center where you filed your return and we will send you the correct amount.

There's more:

If the refund is too large, and you don't return the check, you may owe us interest.

Wait, did I read that correctly?  If they make a mistake and I don't notice, I am the one at fault.

Can you imagine a business operating that way?  Unfortunately, many do.  Just search the web for countless rants against (usually large) companies who are so out of touch with their customers that their staff or policies are right up there with IRS Notice 134.

To their credit, the IRS has come a long way in trying to change the public's perception of the tax man.  I had called them last fall (granted, not during tax season) and both times the representative I spoke with was very courteous, pleasant and, best of all, well-informed.  I suppose getting a notice like this attached to one's refund check will cover them by law, but the message contradicts my recent phone experience.

What customer service message do you send to your clients?  You can answer this by asking your them one simple question, known in many business circles as "the ultimate question."

Would you recommend us?

If the answer is "no," find out why and fix it.  In a turbulent market like this, your reputation as a customer-focused company is critical.

We all know that a good branding strategy is an important aspect of success in the business world, but often it seems like an impossible task. Small businesses often feel this more so than large businesses, but in today's competitive world it is even more crucial to their success.

Branding your small business lets the world know the benefits, products and services of your business. It also gives your business an image that will be effective in the marketing world.

1. Corporate Image
   Often, small business owners do not think it is necessary to portray a corporate image to their customers. Even if your business is run out of your home office, it is important to have a good branding strategy.

   It is important to develop a website, business cards, letterhead and other related business tools with a consistent theme. This helps create a level of confidence in your customers, because it portrays you as a professional.

2. Be Unique

   When you are developing business tools it is important to make yourself appear unique. This will help you stand out among a sea of other small and large businesses within your same industry.

   Create a logo and slogan that you use consistently on all of your business tools both online and in print. Doing this allows customers to develop an understanding and recognition of your services.

3. Consistency

   When you create your brand it is important that you maintain a solid level of consistency with all of your business tools. This means that your brand should be unique and recognizable.

   Create your brand by using the same logo, slogan, colors, statements and overall theme in all ads, websites, e-mail and any other business correspondence. Avoid using free images, cheap clip art and other elements that are used elsewhere for other companies.

4. Lasting Impression

   When you have contact with customers and business associates, make sure you leave them with a lasting impression. In many instances, you will only get one opportunity to create a lasting impression.

   Make sure you act professionally and represent your business in the right light. Gather contacts if possible and follow-up with all contacts immediately.

5. Appeal to Customers

   Knowing your customer demographics is essential to effectively branding your small business. When you create your brand you will need to know what style of branding is more likely to appeal to your customers.

   Some demographics are more likely to find fun logos and fonts appealing, while others may be more drawn to something more professional and elegant.

Regardless of your budget, you can create a good branding strategy for your small business. Pulling it all together with consistency and professionalism is key.

Once you have done your research and you know your demographics, you can select business tools that effectively represent your products and services.