A caterer who publishes a cookbook can gain a devoted audience.
Marketing a business is one of the most important aspects of business ownership. Marketing is not a passive activity that requires attention occasionally, but successful marketing requires research, time and commitment. Customers and clients cannot pay for services they don't know exist. As a result, a solid marketing plan coupled with some strategies that yield additional long-term results, such as writing a book, can get a business noticed. A public relations professional can also help the business' image take shape and get the attention of clients and other target groups.
Instructions
1. Volunteer for charities or humanitarian functions in the business community. Select a cause that you are passionate about and to which the business can provide resources. For example, if you run a catering business, spend time at a local soup kitchen or donate food or meals on a regular basis. Donating business services exposes the company in a positive manner and provides a platform for social responsibility. Many customers are interested in working with businesses that care about their communities.
2. Attend trade shows or conferences and bring marketing materials. Trade shows are sponsored by many companies and allow a business to showcase expertise, products and services. Companies typically bring materials such as brochures, presentations and tchotchkes, which are promotional materials such as pens, notepads and small toys with the company's brand.
3. Select an area of the business and build a website around expert advice or articles. For example, if you run a wedding planning business build a website about floral arrangement advice, catering or wedding photography. A well-focused website will attract people interested in your expertise, establish you as an expert and help convert some into clients.
4. Write a book about the business or industry in general. This again establishes you as an expert, which can lead to additional exposure. Experts are typically called on for business-related interviews with the media, which can ultimately attract customers.
5. Reach out to your local media representatives and establish relationships. You can also use a publicist to identify, write and submit newsworthy stories to your local media outlets. Contact associations such as the Public Relations Society of America (PRSA) (see Resources) for information on locating a professional publicist.
