Monday 5 September 2011

Keeping Marketing Costs Down When Starting a New Business

Starting up a new business can be exhilarating but it always comes with long lists of tasks to get organised.

Once the research has been done, a realistic business plan has been compiled and the finances have been agreed the new company is in a better position to consider how much it has available to spend on the next steps.

They will include finding suitable premises, or perhaps initially fitting out a room at home to keep overheads under control in the early stages. Then there is the process of getting known.

Marketing a business can involve several methods. These days it will almost certainly include a website, especially as clients and customers tend to use the internet for all research before they commit to a purchase or contract. Research has shown that more than 55% of people who were asked said they would have “misgivings” if they found that a company they were considering did not have a website.

Business networking breakfasts can also be a good way of getting known and making contacts, although it will generally take around six months of consistent effort to get to know the other members of such clubs and develop a mutual trust that will lead to people referring potential customers to the new business.

In the immediate start-up phase, therefore, the most crucial marketing tools are likely to be the printed materials, such as business cards, leaflets and flyers that can be handed out for people to see what is on offer.

It is possible to access cheap printing services if choosing a company that offers ordering and contract management online and by e-mail. Such printing companies can generate high volumes of orders in this way that enable them to offer discount printing for each individual customer.

This does not mean sacrificing quality of design or finished product. Cheap printing is often achieved by choosing a printer offering in-house design and branding advice. Some may these services free as part of their package. Others will negotiate a discount as part of the printing package.

For a new business choosing the right branding and colours can be crucial to developing a branding that makes them memorable and recognisable and a good designer will be able to advise on the appropriate colour and images for the business and will consult with the client throughout the process to ensure the result is absolutely right.

If the start-up budget is tight, the printer can also advise on the absolute essential materials a company should have. It may be that all that is needed is a simple, memorable business card and a set of leaflets or perhaps brochures. Another idea is to have a folder created with the company branding into which loose sheets can be inserted, then changed or added to as the business develops.

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