Promotion For Small Business- In our time of high competition, when large manufacturers and retail chains have access to a variety of resources to attract customers, modern advanced technologies have also come to the aid of small businesses. So we will be giving you all you need to know about Small Business Promotion.
SMALL BUSINESS PROMOTION: BIG DATA IN THE SERVICE OF SALES
- What is the key to the successful promotion of small businesses?
- How does a business communicate information about its offers to consumers?
First of all, a potential client should find out about your offer. Until this happens, you - along with your product or service - for it simply do not exist.
The sales funnel - a popular marketing model that describes the path of the future buyer from the first acquaintance with the offer to the actual purchase - begins with informing.
Radio and television, print and outdoor advertising, and a variety of direct marketing techniques are used to convey information to consumers.
What difficulties does a small business face when organizing advertising campaigns?
Most traditional advertising channels are not suitable for promoting small businesses:
- Television and radio ad placement rates are too high for small businesses.
- Too wide audience coverage is like shooting a gun on sparrows. Most of the readers of a citywide newspaper who saw an advertisement in a barbershop or metal repair shop will never be on this street and will not go there specifically through the whole city.
- Leaflets that promoters hand out at the metro area, at first glance, inexpensive, but people perceive them as “spam” and throw them away without reading.
- How to make an advertising campaign effective?
It is not enough to inform potential consumers - they should be interested. This corresponds to the second stage in the classic sales funnel model.
Small Business Promotion
- Why can not arouse interest?
Only a few goods and services — such as food — are required by all. In other cases, there is a target audience - exactly those people who need your offer. The advertising nail salon is not of interest to men. Shop fishing products pointless to advertise in a magazine for young mothers. For those who do not drink anything stronger than tea, it is useless to offer alcohol, and advertising the jewelry salon will be ineffective among people with low incomes.
- What is needed to arouse the interest of potential consumers?
In order for an advertisement to attract consumers, it needs targeting, i.e., targeting the desired target audience - those who are potentially interested in purchasing this product or service.
The MTS Marketer service allows you to reach the target audience of your business quickly. Advertising will be seen by people of a certain gender and age, with a specific income and interests, as well as those who are nearby.
- Who is the target audience when organizing sales?
These are people who:
They are at least episodic consumers of such products (for example, pet owners periodically purchase food for them).
Physically able to take advantage of the offer (you do not go for bread to the other end of the city? - and no one will go).
They correspond to a certain gender and age (anti-wrinkle cream is hard of interest for young men).
They have a certain income (expensive mechanical watches will not be successful among people with low income).
Attempts to offer unnecessary goods, too expensive or too cheap goods, as well as goods that the addressee fails to use, will only cause irritation.
- What are the types of advertising targeting?
Advertising can be targeted to the right audience according to criteria such as the location of the consumer ( geo-targeting ), his gender, age, income level, professional and personal interests. In some cases, it may be useful to choose the language in which the recipient communicates, and even the brand of his computer.
These types of targeting can be used both individually and in combination. For example, it makes sense to advertise a tire shop to car owners who live or work near it.
- How to reach the target audience?
When promoting small business, it is necessary to address advertising to those to whom it may be interesting and useful. Any other advertising will result in a waste of money.
Before the information revolution took place, advertisements were also aimed at targeting groups:
She was placed in specialized thematic publications, such as hunting magazines or magazines for future mothers.
Installed billboards in the vicinity of advertised stores.
I have laid out flyers on mailboxes in the desired area of the city.
We sent advertising letters to the addresses of interested persons.
How modern technologies allow us to reach the target audience?
Internet advertising, e-mail and SMS e-mails are very cheap and allow you to select recipients by a variety of parameters, including location and interests.
Information about income levels, interests, and consumer habits is very difficult to obtain. Today, modern technologies for analyzing large amounts of data ( Big Data ) are used for this. Small companies do not have many opportunities to access vast amounts of information, but this does not mean that small businesses need to give up high technologies.
For the delivery of advertising messages, the MTS-Marketer service uses both mobile channels (SMS, E-mail, Viber) and banner advertising, as well as promotion in social networks
- How to reach your consumer?
Now a small enterprise and even an individual entrepreneur can independently launch an advertisement that takes into account the multitude of data about the client he needs. To promote a small business, it is enough to use a special service that allows you to set up and launch campaigns independently. Now such services are actively developing - for example, in Scandinavia, access to targeted promotion is provided by the Upsales platform.
In Russia, on the basis of this principle, MTS Marketer". It is possible to specify not only the required gender and age but also the interests, calculated by using special algorithms, his income level and even the places he visits - a total of more than 120 parameters, which are selected on the basis of big data. As communication channels, you can choose both mobile tools (SMS, Viber, E-mail), and media (banners or advertising in social networks).
What is very important, with targeted mailings, the recipients receive the necessary and important information for them about goods and services that they are really interested in, and not “spam.”
Small Business Promotion
Here is what entrepreneurs who have already used them to say about such opportunities:
- owner of a beauty salon:
“When we first opened, we started using everything according to the classics — flyers, a signboard, but there were not so many customers. True, sometimes in the evening, several people came at once, and I only had two masters working - I had to refuse. People left.
We tried to launch targeted SMS mailing addressed to girls aged 18–30 who are interested in fashion and beauty. Nevertheless, young girls often come to haircuts and manicures, men come to us, but less often. We offered a 15% discount to customers who would come in the middle of the day, and those who signed up for the evening were offered a small discount on their next visit. "In the first weekend after the action, we even managed to make a full record, and we also have regular customers."
- Director of a taxi company:
“Our company is small, and competition with other taxi companies and wild“ bombilami ”is not easy. Our most tasty morsel is the station square, from where passengers are transported throughout the city.
To stimulate sales, they used a special service. SMS messages with an invitation to use our services and information about tariffs were sent to the phones of passengers entering the station zone. As a result, the number of orders has increased, and those who travel on business trips or often come to our city later become our regular customers.”
Try the possibilities of flexible customization of advertising to the needs of your business in the service "MTS Marketer."
Conclusion On Small business promotion: Big Data in the service of sales
All you have got to know Small business promotion: Big Data in the service of sales is already in this content, you are free to ask any question via our comment sections, also, if you need clarification on any of the subject matter, you may as well ask our expert via email or comment section, we are always at your service.
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