Marketing is not scientific and it is a difficult judgement between saving advertising money and using it elsewhere in the business, or spending significant sums in the hope that people are aware of the product’s benefits.

There are some basic principles which will help make sure that marketing costs are used as productively as possible:

Firstly, as with almost everything, decide what you want to achieve – whether it is to make people aware of your company or promote a specific offering – possibly at a reduced price, for example.

Consider the target audience:

• having flyers handed out to city commuters advertising a mobile dry cleaning service or gourmet sandwich office deliveries could well be fruitful.
• A Manchester car showroom is probably best advertising on the car pages in the local newspaper.
• Make sure the design will appeal to those it is aimed at
• Decide how much you can afford to spend on a particular campaign and work within this. Small companies have limited budgets and need to stick within them.

Ensure the messages are clear and make an immediate impact:

• What is being offered and its benefits
• Price outlining its value
• Where to get the product

Contact details for product and ordering information:

• website
• virtual office address and phone number (Remember to advise the staff in the virtual office the details of what you are planning.)

At a suitable time afterwards, review the effect and cost of the campaign before planning the next one.