Marketing does not necessarily mean that you have to go and spend a fortune that you don't have on television or radio commercials. As a small business, you are not alone in not having a lot of money to throw towards huge campaigns, and those methods that you have tried probably haven't really been successful.

It is a fact that advertising is expensive, and as more and more people are doing it, it is becoming increasingly difficult to be the one that stands out. There are, however, other ways of promoting your business without breaking the bank. With a little bit of time and creativity, you could learn to attract customers on a smaller budget…

Coupons
Coupons don't necessarily have to be distributed via print media, but can be handed out at robots, trade shows, dropped in letter-boxes or even sent out via email. This is a very cheap way of marketing your business as customers will see it as an added value, and will be forced to visit your premises to redeem the coupon - which could result in a purchase. Remember, the more attractive the offer, the more likely the resulting sale.

Competitions
People love winning things. The more fun the competition, the better. Be creative, even outrageous, as this could result in media coverage, which is essentially free advertising. Competitions are also an excellent way of establishing a mailing list which could be used at a later stage to advertise new products or special offers.

Free Gifts
Everyone loves getting something for nothing, even if it means buying something else first. Make your free gift attractive but not too expensive, so that the purchase of the original product creates the profit - and the customer loyalty that you need. Free gifts are also great for word-of-mouth advertising, as people are always telling their friends about special offers and freebies.

Loyalty Programs
Customer loyalty programs can be very effective in building loyalty for a business. Examples of this are: stamping a card ten times to receive your eleventh purchase free, a discount to members on all products, or an accumulation of points that results in a discount voucher after a certain amount of points have been earned. Customers will keep coming back if they know that they are earning something that they perceive to be free.

Hosting of Events
Hosting a special event is an excellent way of introducing people to your business or create loyalty amongst existing clients. If your event is unique or exciting, you may get media coverage. Donating proceeds from the event will also create a good impression and customers will come back knowing that they are dealing with a company of high moral standards.

Reciprocal Advertising
Consider approaching another company to advertise as a team - for example with every nail treatment you sell your client gets a free hair treatment at the hair salon across the way, and vice versa. This way clients are introduced to two businesses at the same time, and will become loyal to both.

Trade Exchanges
Instead of paying for advertising, consider swopping some of your services for advertising. For example, if you were an Internet company you could offer your local newsagent a free website if they advertise your company in their monthly newsletter.

Giveaways
A giveaway is an excellent way of marketing your business, particularly when your business is new and you want to make a name for yourself. A new pizza establishment could for example offer a free pizza slice to the first 100 customers - if that one slice of pizza is good enough, your customers will come back - and may bring their friends along next time. You could also offer potential clients free trials of your products or free estimates if you offer a particular service. Giveaways have the advantage of your customer remembering you over the competition.

New Customer Offer
Marketing gets easier once you have developed an existing client base, but attracting new customers who are loyal to their old brands is more difficult. This is why you should think about offering a first-time customer something extra - a free first consultation, a discounted price or a free gift. Magazines, for example, frequently offer new subscribers a special gift.

Marketing is important to the small business, but need not cost an arm and a leg. These simple techniques should help get you started, and remember to be consistent and creative!

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