Starting a new business is exciting and fun, but can be a little nerve-wracking. I started my first business as a sole-trader in the dog grooming industry. I had to plan out everything from my territory and client map, invoicing and billing, branding and marketing. I’d like to share a few practical marketing tips that worked for my business.
1. Uniforms – clear branding, right material & right quantities!
a. I made sure the branding was clearly displayed on the uniforms, and in the colours to suit my business. The uniform included branded shirts, caps and weatherproof vests, and the logo was embroidered in the complementary contrast colour to ensure it was clear and easy to read.
b. In my business, I was prone to getting wet, a lot, so I needed to make sure the material was relatively water proof. I chose a material that would dry quickly (polyester) and also a semi-water proof protective vest for winter.
c. I made sure the volume of uniforms gave me enough to last a week of work, to ensure I was never left short! Sometimes life-admin can run away from you (ie weekly washing schedule), so having a couple of spares is always handy.
2. Vehicle branding – it's your mobile billboard!
a. Your vehicle is a perfect way to help promote your business, and is perfect for local area promotion!
b. I looked into different branding panels for the vehicle and trailer to make sure the brand and importantly call to action (phone number and website) was clear to see in traffic, and when the vehicle was parked. The trick is to make sure the font is large enough and legible – don’t fall into the trap of a busy or fancy font, as it may make it hard to read.
c. I would often get phone calls whilst on the road, from people who were behind me in traffic or who had seen me driving down their road. The branding on the vehicle and trailer was definitely a powerful marketing device.
3. Website and social media – make it work for you
a. I researched which content management system to use, and chose a system that suited my needs. I updated key pages and photographs, and ensured it linked appropriately to Google Maps and my social platform (I chose Facebook).
b. I intentionally chose to only use Facebook for time efficiency purposes. As a sole trader, I wanted to make sure that I could manage the channels well, and I chose the platform where I was confident the majority of my target market was active on.
c. Another tip is to google yourself to see what results display, and then check if you need to update Google My Business. Google has guides on how to update your business profile: https://support.google.com/business/answer/3039617?hl=en
4. Relevant stationery – getting the write-stuff! ;)
a. My business was heavily reliant on referrals and repeat business, so I designed a business card that also worked as an appointment card – my contact details on the main page, and space to write ‘Your Next Appointment’ on the other side.
b. I always had a stash of these in the car, and also distributed them to local businesses (ie Veterinarians) to promote also.
c. I also made a magnetic version of the business card - it's always good to be 'on the fridge' to be top of mind!
5. Client giveaways – play to the audience
a. At Christmas time, I wanted to reward my clients, and each year I would choose a different item to give to clients.
b. Branded magnetic photo frames were a hit one year – people could use them to pop a photo on the fridge of their fur-kid, and the inside panel of the frame served as a referral magnet for them to share with a friend.
c. Branded puppy perfume gifts and branded dog bandanas and bows were also a hit on other years.
Owning and operating a small business is incredibly rewarding, and I hope these tips have helped! Please feel free to give me call for any of your branding or uniform requirements, I'm happy to have a chat! Call me on (02) 9816 1688.
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296 Victoria Road
Gladesville New South Wales 2111
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