Small Business Assistance

[Hurra912]

A little over a year ago I purchased a business from my boss for a very reasonable price. The business is going well, and we have maintained all but one major client, (part of the purchase arrangement). I have been able to pick up odd jobs and one time clients to keep the cash-flow fairly steady. We have never advertised, and usually have plenty of work to keep my employee, contract laborer, and myself busy.

My question is this. I feel it is time to take the plunge, and advertise. Not because of lack of work, but it kind of feels like we are in limbo, and I don't want the business or services we provide to become stale. What is the most effective form of advertising? Our company has no real local notoriety, and I feel there are several potential clients within 100 miles of our office. I am thinking of putting an ad in our local business journal, but would really like them to do a write-up about our business. Does anyone have any suggestions as to how I could accomplish that?

Any opinions would be appreciated.

Thanks,
Wayne

[bryanthompson]

Go for it. Even if the ads don't generate a ton of extra business right away, getting your name out is a good thing. I started a little company a month ago and am planning on running a couple of radio commercials. Does KSAL AM 1150 reach Wichita? I have some friends down there, if you want to just talk to a sales person without getting roped into something crazy.

[Hurra912]

Bryan,

Are your friends in the advertising business? I really would appreciate some insight. What is your business?

Does KSAL AM 1150 reach Wichita?

I don't know if we get that station or not. I don't really frequent the AM side of the radio, but if I remember correctly 1150 airs Royals baseball.

Wayne

[bryanthompson]

The people I was thinking of are sales employees at KSAL that i've known for years. My dad worked there for about 15 years, and we both worked for a network of stations here in Nebraska for several years after that. My biz isn't radio, but I have a bit of experience with it. Right now my focus is software / web development targeted at radio station needs.

I think 1150 still plays Royals... It's hard to say, they're getting dropped left and right for making ridiculous demands of their affiliates.

[Don Plumley]

I could write about this for days, so here's a quick stab:

1) What are you really good at?
2) What do your customers really need?
3) Create statements that tie 1+2 together.
4) Who are your ideal customers?
5) What channel best reaches them (radio, TV, print, direct mail, bag of burning dog doo on porch, etc.)
6) Select the right channel, with the right message.
6a) Consider a special "promotion" to encourage action.


Example:
1) We change oil faster than a cat on fire.
2) Our customers are really busy, and don't have time to change oil.
3) "Get your oil changed before you can finish your Latte."
4) Semi-professional people that drive cars more than 2 years old and both spouses work.
5) Fast food locations, radio (lots of time in car), big office complexes
6) Radio (not rap, not metal, not classical), counter cards at fast food joints, flyers at receptionist desk of big office complexes, car window flyers if allowed.


(Typically I do b2b stuff, but wanted to use a consumer example because they are more fun.)

Don

[Hurra912]

Due to our small size, and specialized service I think it may benefit me more to locate potential clients, and solicit their business. Any thoughts on how to get in the door? I provide Industrial Design/ Graphic Design consulting services to manufacturing companies, and entrepreneurs. I deal with engineers and inventors on a daily basis. The truth is, any company that desires to sell a consumer product should at least run their ideas by a skilled industrial designer. I have been able to network quite successfully, but that usually develops one time projects or clients that only need assistance every couple of years. I am looking to add two to three major clients that can steadily fill our office with work. I don't want to grow too fast so I think I need to tread lightly.

Thanks,
Wayne