Condren: Holiday marketing on a shoestring

 What holiday marketing promotional strategies can a small-business owner operating under a cash crunch utilize? I know it’s smart to tie in with seasonal themes, but I need to be frugal in this economy.

I advise sending out an e-mail invitation to your list of customers and newsletter subscribers through a provider such as www.verticalresponse.com, which can send a thousand e-mail invites for under $10. Spell out exactly what they’ll learn using intriguing bullet points.  For example, say you’re an organizer. Present a workshop on: “Take advantage of the holiday season business slowdown, reduce holiday stress, and gear up for the new year by clearing your office clutter using three simple, powerful, fast tips. Charge $25 for each segment, or $59 for all three.

Offer to include CDs or MP3s, and/or transcripts of the courses if customers pay an extra $10. For example, www.greatteleseminars.com will record your telephone seminars and produce your CDs, MP3s and transcripts fast at a reasonable cost. You’ll then have these as high-quality information products that you can sell or use as marketing giveaways — forever.

Determined to send out holiday gifts like you always do, but this year you want to cut costs? Create a low-cost promotional magnet that you design yourself — www.embossedgraphics.com has good prices, customer service and fast turnaround. For example, a CPA could create a “Save the Date” magnet that has April 15, 2008, circled; include her business contact information, plus three brief tips for gearing up for taxes way in advance. One of which could be, “Schedule appointment with me today; plan ahead.”

Pick up the phone today and brainstorm with your informal advisory board about other clever ideas. Cash flow may be tight, but your creativity is free — and fun.

Dr. Debra Condren is a coach, speaker and author of  “Ambition Is Not A Dirty Word” (Broadway). E-mail your burning questions to   .