When considering ways to promote your practice, it is easy to think of the obvious choices such as having a website, social media pages, adverts in the local press and so on. However, there are plenty of other cost effective activities you can do to make your business more visible:
- Vehicles – get your company vehicles branded with your logo, a strapline about what you do and a phone number or web address using vinyl or magnetic signs. It’s surprising how much we notice branded vehicles when we’re driving or sat in traffic, and it’s a relatively inexpensive way of getting your business noticed. I have one client who updates the signage on their pool car several times a year to promote upcoming events or services because it’s cheaper than advertising in the local paper – let your car be your mobile advert!
- Offices 1 – take a good long hard look at the exterior of your office. Is it portraying the image you want it to? Does the décor need a little TLC? Does your branding or signage need updating? Remember, your offices will form part of that all-important ‘first impression’, so make sure you’re making the right impression and not turning people away.
- Offices 2 – if your premises are not at ground level, or are not on a main road/thoroughfare, there are several things you can do to become more visible. Building signs which protrude from the building walls are easier to see from a distance (and angle) than signs which are flush with the building, although do take into consideration health and safety issues. If you have a large shop/office window on a street, try placing marketing stands on the inside of the window, or large TV screens which showcase what you do. These can promote different products and services throughout the year. Another non-permanent suggestion is the use of branded free-standing flags, A-frame signs and banners, which you can place on the pavement (as long as you are not obstructing pedestrians).
When your office is not at ground level you have to work harder to make people find you, so the aforementioned flags, banners and A-frame signs can make a big difference.
- Looking through your office window – what people see should portray you in the best possible light. Make sure what they see on the other side is inviting, welcoming and professional. For example a files and paperwork strewn across the office, does not look professional. Do ‘look’ at what others see of your business and make it as positive experience as possible.
- Bus and taxi adverts – as with your own vehicle signage, advertising on the back of buses or taxi’s is a great way of getting your name known in your area. Solicitors have been using this format for years – other professional service firms, including accountants, could also benefit from this type of advertising and profile raising .
- Out and about – there are many visual things you can do to draw attention to your business, although the costs will depend on where you live/work. These include:
- Sponsoring roundabouts, flowerbeds, playgrounds etc.
- Bus shelter adverts
- Billboard/outdoor poster sites
So don’t hide your practice under a bushel, take a step outside your premises and look at what others see of your business – is there anything you could do differently to draw people in to your premises or make them aware of your existence whilst they’re out and about themselves?
