You don’t have to re-invent the wheel to get the attention of new and current customers. What is takes is a major decision: which marketing opportunities will you launch to get the sale?

It’s easy to do nothing, but such action shows up on your profit and loss sheet. Your marketing budget stays low, and so do sales. Brainstorming is your first action. How are other small retailers building their businesses? Do owners network before or after work, or do they sponsor events that keep their business name in the limelight?

Here are three ways to market that consistently work for designers in any season and in all regions. Try one or all three to develop new relationships that lead to growth.

1. Small and mid-sized radio stations that compete with the popular stations are always looking for promotional opportunities. Gift basket giveaways during the morning and evening rush hours bring attention to the station and your business. Decide on which stations to approach by determining if the format (pop music, talk, country, jazz, etc.) fits your market.

If your current customers enjoy the station’s type of format (you should know from speaking with them in casual conversation), approach the show’s producer with an event idea. It’s an opportunity that has helped other business owners grow.

2. What happens to shoes that don’t sell, even after low discounts are applied? They’re sold to jobbers and other companies that sell the shoes to discount stores and other low-cost outlets. Such shoes are used by some designers as “foot in the door” gifts that convince prospects to work with them.

Small-sized work boots and women’s pumps are favorite selections because of their style and associated message (“We work overtime for you,” “We’ll give your business a lift,” etc.). Keep your eyes opened for such footwear, which is stuffed with snacks and/or office supplies and wrapped in printed cellophane.

 

3. Frosted jars filled with premium candies are another marketing tool. The candies are purchased from wholesale outlets, and the frosted jars are found in discount stores. It’s an item that translates into more sales, as clients often ask designers to send the same baskets to multiple customers. Such diversification is easy to incorporate into your business.

Read about other marketing strategies in your local newspaper and business magazines. Then create a plan to use low-cost options to boost your business all year long.

Click here to review a sample marketing plan.