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9/19/2004

Small Business Promotional Strategies
by Lyndsey Harwood, Graduate Assistant, HSU SBDC

Small business owners must market their products and/or services well to realize the positive cash flows necessary for survival. The marketing mix for any business consists of product, place, price and promotion.

A promotional item is a product and/or service given away free of charge to the public in an effort to promote a business or increase interest or sales in products. Small business owners who give away promotional items to customers should eventually recognize an increase in sales by customers giving back to the business.

Small business owners must promote their business and product to the correct target market. A target market is the group of people to whom the business wishes to sell its product and/or service. Small business owners can enhance their promotional efforts by cross-promoting. Cross-promotion occurs when two or more businesses reach out to each others’ customers by creating convenience, savings, awareness, or other benefits.

Small business owners can also improve their customer base or target market by showing an appreciation to the people who influence others to use their products and/or services. They should network when promoting their business in order to reach their intended target market.

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Arkansas Small Business and Technology Development Center
University of Arkansas at Little Rock - College of Business
Donald W. Reynolds Center for Business and Economic Development
2801 S. University / Little Rock, Arkansas 72204
Phone: 501.683.7700   Fax: 501.683.7720

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The Arkansas Small Business and Technology Development Center is funded in part through a cooperative agreement with the U.S. Small Business Administration through a partnership with the University of Arkansas at Little Rock College of Business and other institutions of higher education. All opinions, conclusions or recommendations expressed are those of the author(s) and do not necessarily reflect the views of the SBA. It is the goal of UALR to eliminate discriminatory harassment and to promote equal opportunity regardless of race, gender, color, national origin, sexual orientation, age, religion, veteran's status, or disability.