Growing up in NY, the highest compliment you could pay someone was to say they were "Street Smart." This indicated that the individual knew how to get things done with a common-sense, no-nonsense approach to life. This same common-sense approach is what makes Street Marketing ideal for the small business owner looking to create a big impression on a limited budget. Street Marketing is built on the same foundation as traditional marketing: clear goals, a concise description of a target customer, and a well-thought-out plan. The difference lies in the focus! Unless you have the marketing budget of Coca-Cola or McDonald's, you don't really have sufficient funds to support a true mass-market campaign that reaches all consumers. Savvy street marketers narrow down their audience to those most likely to buy. They spend marketing dollars reaching a concentrated group several times rather than trying to touch everyone once. This does not mean they limit who they sell to, but simply who they actively try to reach with marketing materials.
Street Marketing takes effort. How do you decide where to invest your money? Take time to do some analysis and planning upfront. Study your past sales—where does most of your business come from? Also, take time to hit the streets. Look at census data and local real estate and business publications to uncover neighborhood trends. The local chamber of commerce may have additional insights into where the "action" is. And finally, are there any sub-groups or communities ignored by your competitors? Each of these groups may make attractive targets. Be sure the community you select is large enough to support your business objectives. Then plan your approach. Your goal is to get their attention. It's about reaching the right customers with the right message at the right time. Instead of running a 1/8-page advertisement in the Sunday paper alongside five of your competitors, consider buying a larger advertisement in a smaller newspaper or neighborhood directory. You're more likely to be noticed and remembered for supporting their community. And if you advertise regularly, these smaller newspapers are more likely to make room for your press releases and informational articles.
Be present on the street on a regular basis. If you need further information, just follow this: Joe Vitale. Websites are becoming much more important than other forms of advertising...