The Stitch

Getting your business’s name as the topic of converstation in spending circles can be a daunting task.  Because we have a high threshold for pain, we’ve taken this challenge head on.  In our first advertising your business series we took the road less traveled approach:  Your local farmer’s market.

The farmer’s market is turning out to be a great way to get our company’s name out in the community.  Word of mouth will always be your best or worst form of advertising.  Nothing beats the experiences from people you know and trust.  No one wants a lemon but, if you bought one I want to know about it.

About a third of the way into the season we have been able to reach more people face to face with our products than if we had our own store.  Facts are fact, very few people would walk by an embroidery bricks and motar and stop in just to see whats’ shaking.  Whereas, at your local market, your audience is coming to you because they are already interested in the various mouth watering items available for consumption.  You are simply charged with drawing their attention away from the cinnamon rolls long enough for your sixty second elevator speech.  Assuming you’ve managed to wipe the icing off your mouth first.

While you may not sell the farm at the market (no pun intended), you are advertising.  Every person who stops by is somebody who could become a long partnership.  Someone may not have an immediate need but they just might happen to remember where they stashed the business card of “that one company” they saw at the farmer’s market.  Impact is key.  Courtesy is paramount.  Contacts will be your lifeline.

Ask questions, take an interest, establish a raport.  We as people love to be engaged and asked about us.  Even if they have no intention of purchasing today, zap them with a business card.  Play with their kids.  (Heck, playing with the kids is what actually makes days bearable some weekends.  If sales are slow, might as well have some fun.)

Although you may be front loading your costs with the relentless handshakes and business cards, that 15 cents could very well pay dividends in the long run.  What was their name?  Hmm, I’m not sure.  Wait!  I know where I put their business card.  8Clawsandapaw.com.  Yeah.  That’s it!

In the second part of our business advertising experiences we are going to explore some different “cold calling” advertising:  Dining Ads, Local Classifieds and more…