SCORE: Marketing for new businesses

QUESTION: I am a relatively new business owner and have a limited advertising budget. Can you suggest ways for me to market my business without breaking the bank?

— Sheldon M., Naples

ANSWER: Sheldon, the first step in developing a marketing plan is to identify who is your target customer. Once you have established a customer profile you then set about devising methods to reach out to them. Traditional advertising mediums can be quite expensive; however, there are ways to get your message out without “breaking the bank.”

Your local newspaper can assist you in targeting a specific zip code area with inserts, stick-on ads or weekly community supplements. The paper can also assist you in the design of your ad. Direct mailers like Valpak may also be worth investigating. Carpet cleaners, car washes and restaurants make good use of this form of advertising.