Stop saying that everyone is your market.
I wish that the only thing a business owner or event producer had to do was open their store or event and people would just come running in. Unfortunately is doesn't work that way. I tell people over and over again that you must market and promote what you are doing as much as possible. Get the word out in as many ways as you know how. Hire a professional marketing company to consult if possible. However you decide please get it done. People always ask me to help get them the same crowd for their events that I bring into my events and its impossible without the work and finances. I can easily spend $3,000 in marketing in a small town which would equal to about $25,000 in New York City. Are you willing to put that money up?? How bad do you want it??
The key is understanding who you are marketing to. It's not everyone! Get as specific as possible! Is it males, females, seniors, kids, teens, skaters, music artists, non-profits, couples, black, white, Asians or Hispanics? Think of the ideal customer and what that person looks like. Then duplicate them and figure out where they are and how do you access them. Even Amazon and Walmart doesn't market to everyone. There is a market of people who will never shop online and Amazon will never get their business. Some people don't like Walmart because its a major chain store and based on their work ethics overseas. So work at being clear on who you want to target and then go for it full steam and never stop. Remember McDonalds keeps commercials on air even though we've seen them since TV started basically and they continue to market. This is to keep the brand in your mind constantly which will help them eventually achieve your business.
A quick rundown of the main marketing techniques I use:
Word of mouth: Talk about what you are doing to anyone who will listen
Paper fliers/Postcards: These still work. Print them up and distribute to homes, retailers, event crowds, etc.
Posters: hang them up around where prohibited
Social media: Most people have a FB account so tag your network and ask them to share it. If 5 of your closest friends tagged the max amount of friends on FB which is 99. That would be 495 people that may have seen your post including yourself. Plus at least 20 people from those who are attached to the shared friends which is 495x20=9,900 people.
All post on other social media accounts, twitter, Instagram, linked in, etc.
Pay for advertising on these sites and stand out from the crowd.
Event websites: Post your events on other event based sites such as Eventbrite.com, MyKingstonKids.com, etc. Do a google search for sites that connect to your industry and area.
Press Releases: Be sure to write something up and use a press service for maximum distribution such as BlackPR or PRWire. Use the one that is relevant to your market.
Media: Call local media and ask a journalist to do a story on your business or event. Be sure to research and find the journalist who covers your niche if possible. Sometimes they will tell you to write it yourself and just send it in. This can include newspapers, magazines, newsletters, cable access tv channels, local news, radio stations, college radio stations and more. You can always purchase ads to these outlets as well.
Then you have a few major techniques such as:
Mass Transit Advertising: This allows you to market on buses, trains and even benches and stands at bus stops.
Billboards: I personally love these because the research shows that they catch more eyes than any other outdoor advertising.
Wrapped Vehicles: You can do it yourself or hire a company to add your brand to someone's vehicle and have them drive around all day.
There are many more techniques out there that I will mention another post. You can also be creative and partner with organizations as well. Start with these, master the techniques and other options will present themselves. Happy marketing!
What is your favorite marketing strategy or technique?