The Anti-Social Media

Today, social media is looked at as the end all to marketing your business and there is no argument that that does stand, especially if you are regional, nationwide or worldwide. But, what if you’re local?

I have used social media extensively and had good luck with it. But as some of my business is local, I also like to use some non traditional, non social media marketing tools as well. What follows are some ideas for you to look into to see if they may work for you.

Here I will simply list some of the tools and options that I have used and how I feel they worked for me.

Business Card Trick: I like to take my business cards and leave them in relevant books and magazines at bookstores and libraries. As an example, using SoBe CoWorks, I would put our cards in books and magazines writing about starting a small business, books on being an independent contractor or freelancing.
While this is not a grand slam, very few things in life are, I do find a lot of clients this way. After all, I am right in front of someone who is getting ready to use or need my services.

Coasters: Coasters are pretty cheap these days. You can find 100 coasters for $15.00 on Amazon at the time of this writing. Here is a video using tiles that shows you how to do them yourself (Jump to 3:10 to get to the building part). Clearly you can use your own logo and business info rather than the art… unless you’re an artist, then clearly, use your art.
This can take some time and it helps if you’re crafty, but I did this with my local bars (about 5) and had a really good return. After all, these can be used over and over and seen by 20, 50, 100 people or more.
I also gave them to the bars and a few restaurants as well. Along with the business cards above, make sure you place them in relevant places. If you are a classy joint, don’t place them in strip clubs.

Reward Complaints: You read that right… reward complaints. A Philadelphia bar owner established a complaint system from patrons. Each month the winner’s picture was placed on a Complaint Wall of Fame. The program was talked about around town and written up in a daily newspaper. This could be a huge boon for you if done right.
This has to be done right to be effective. The criteria should focus on pointing out a genuine shortcoming in your services, especially one that leads to a constructive solution. Treat the winner to a restaurant certificate, and publicize the results to the local press and in a customer newsletter. Give second, third and honorable mention prizes to other entrants consisting of discount certificates to your own company’s services.
Focus on drawing attention to misunderstandings or minor goof-ups that everyone can identify with. Tell what actions you took to correct the problem and make sure it doesn’t happen again. If it’s a serious issue, make sure you check with an attorney before doing anything. (I have not tried this one)

Try some street-art: It’s safer if you get permission for this one. This project does not need to be destructive and I call it a project because it can easily turn into one. The easiest and safest option with this idea is sidewalk chalk art which is relevant to your company or leads people to you.
Chalk is the safest because when it rains, it will simply wash away and you can either create another “ad” or fix the one that washed away. Even if it doesn’t rain for a while, people walking over it will take it’s toll and may justify some touch ups.
I have used this for a client who was an attorney specializing in injuries. We got permission from his neighbors to use chalk on their part of the sidewalk and most were on board. We then had the words, “Need an injury Lawyer?” on each corner with 2 round chalk marks and one chalk shoe print representing someone with crutches leading to his office. This led him to 10 new clients in one month.

So, what is your favorite off line, non social media marketing tool/idea and has it worked for you?

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