EnTrends

With all the talk of the importance of
search engine positioning, online
directories, keyword metatags and
publishing your own ezine, you
might be forgiven for thinking that
the online world is the only one that
matters when it comes to promoting
your online business. Only
occasionally will you see something
like "and don't forget about offline
promotion too".

Why do I need to engage in offline
promotion when I'm promoting

an online business? The reason is
simple. The concept of a paperless
office is all very well, but your
potential customers live in an offline
world. To get their attention, you
need to reach them where they live.
Here's how:

STATIONERY

Every item of stationery that leaves
your office is an opportunity to
promote your website. Make sure
your website address (URL) appears
on every single piece of stationery
including:

=> business cards

=> letterheads

=> envelopes

=> address labels

=> fax cover sheets

=> checks

=> invoices

=> receipts, and

=> reorder forms.

PROMOTIONAL ITEMS

Tangible promotional items that
people see or use every day are a
great way of keeping your name in
front of your customers and
prospective customers. Make sure
your URL appears prominently and it
will be a constant reminder to visit
your website.

Promotional items that lend
themselves well to this concept

include:

=> coffee mugs

=> paper weights

=> pens

=> t-shirts

=> calendars

=> key chains

=> magnets

=> bumper stickers, and

=> car license plate frames.

PRINTED MATERIALS

Printed materials are a great way to
generate (especially) repeat business
when included with product orders.
After all, your existing customers are
already predisposed to deal with you
so make sure you take the
opportunity to promote your entire
line of products and/or services to
give them a reason to return. Here's a
few ways:

=> Coupons

Coupons are great to use as
incentives for future purchases. Offer
a range of coupons including
percentage off orders (for example,
"10% off your next order of $20 or
more"), free shipping or free items
(for example, "buy one, get one free"
type offers).

Coupons can also be used to
generate new business by making
them freely available around the
traps. For example, if your business
is educational software, make
arrangements to have a supply of "30
day free trial" coupons made
available at your local school.

=> Gift Certificates

Gift certificates are good because
they allow your customer to share
their discovery of your products and
services with friends, family and
colleagues. To be effective,
especially in connection with
services, a gift certificate needs to
have a tangible dollar value to the
recipient rather than merely offering
to redeem the certificate for a
particular service. This is because
the referral customer probably has no
conception of the dollar value of
your service. The

potential customer can, however,
readily appreciate the value of a

"$30 toward your purchase of $60 or
more" gift certificate.

=> Product Sheets

Product sheets are a way for you to
make your existing customer aware of
what *other* products and services
you offer in addition to those they
have recently purchased. This need
not be any more elaborate than a one
page price list but it can be as
extravagant as a glossy product page
replete with photos if your budget
permits.

=> Brochures

Brochures are an effective way to
create a professional image and

promote your products and services
at the same time. Give them to
prospective customers for a quick
overview of your business and to
give them a reason to visit your
website for more information.

Distribute your brochure whenever
you get the chance: carry them with
you wherever you go and hand them
out whenever you hand out your
business card. Mail your brochure to
current clients to inform them of
additional products and services that
they may be unaware you offer and
to prospective clients sourced from
rented mailing lists.

Also, get permission to leave a small
stack of your brochures in places
where potential customers are likely
to congregate such as doctors' and
dentists' waiting rooms, local schools
etc..

Another good idea is to send your
brochure to the editors of your

local and regional newspapers
together with a letter advising of

your availability for interview as a
local expert in your field.