Advertising in multiple media formats is extremely costly especially for those small business entrepreneurs who are just starting and do not have vast resources to allocate for this purpose. Since they are new, they do not have an idea what advertising approaches and vehicles will really be a sure hit or success.

Furthermore, developing a successful advertising campaign is really difficult no matter how much fund you have or how big is your company. There will always be new products or services in the market and competition in advertising is inevitable.

The good news however is there are so called non-advertising approaches to promotions which are proven to be helpful and cost- effective at the same time. You just have to be creative and have the right timing to launch it.

Coupons
Distributing coupons with matching caps or shirts with the product name or company logo to complete the image is another alternative. It can be done on the street corners, concerts, trade shows or any place you know where your target users are. You may also send coupons to your loyal customers or include “the next purchase coupons” in their orders.

Designing and printing coupons in volume fast and easy to do because you don’t need to be detailed about the design but you have to hype the price points of your products and services. Offering generously with your coupon will assure you of chances of getting additional sales and establish good customer relation.

Contests
People got excited when they see other people win and that is why games shows became phenomenal these days. In developing a promotional contest you should consider to make it funny, silly and highlight the selling points of the products or services. Making your contest unique, wacky and crazy can create market awareness and who knows can later give you media mileage.

Gifts
We all love receiving gifts and it make us feel special no matter how small they are. Some are even willing to pay extra to get them. Example is when you buy a brand new TV you can just add extra money to get the DVD player and you will be given a TV rack as a gift. Giving out gifts is also one way of pairing your non- moving items with fast moving ones.

Loyal buyers

Giving out discount cards to your loyal buyers is also one tool to build up your customer based. Discounts can be in different forms. You can give outright discount for every purchase or in the next purchase of your loyal buyers or give them volume discount to encourage large purchases or cash payment discounts.

Exclusive Offerings
Inspiring your customers by giving them exclusive offers to view or purchase limited edition lines or services is one way to make your customers feel their importance. And to further enhance their interest, you may also give them small discount for availing the exclusive offers. This is usually effective to move premium brands with high ticket price items.

Events

You may get media exposure by hosting special events for business establishments especially with the presence of a celebrity or high profile endorser. This is also an excellent way to meet new people to introduce your business or maybe maintain business relations with the existing ones.

Fundraising is also one way of meeting new people aside from creating goodwill and the atmosphere of excitement.

Cross-promotions
You can cross-promote your products with another business. It can be with multinational food chains, theaters owners, event producers among others. Promotions like giving out free movie tickets for every purchase of a specific item or if they meet the minimum purchase amount.

Exchange Deals
You can also make exchange deals if you want advertise in your products and services without letting your cash out. For instance a tire manufacturer can make a deal with the bus company to place their ads in their buses in exchange of recapping service or supply of new tires.

Giveaways/Freebies
Giving out free items or what we call freebies is a lot inexpensive than advertising. Freebies should be less expensive so as not to convey a concept of bribery in some forms. They can functional or simply nice items to make the customer appreciate and in return create a good image for the company. Think a nice branded pen for business or c fold towels for sports, depending on the market you are going for.

Offering free product trials or free estimates for specific period of time is also one option for consumer service businesses.

In-store promotions like free taste tests or just simply giving out novelty items also create customer traffic and product awareness.

New Customer Offers
One of the most difficult marketing challenges is to attract new customers or encourage them to shift their loyalty from one brand to another that is why an intensive marketing is needed to achieve this goal.

New customers may be offered free first service or free product samples just to let them try the product or service.