Using Existing Resources: How a Limited Budget Can Be a

Help, Not a Hindrance

Your biggest resource is your business customers. Customers can be effective media spokespeople; Seniors often rely on the business in many ways. The tips below may help you to

Maximize your resources:

● TRY TO GET TO KNOW YOUR BUSINESS CUSTOMERS. For example, if there is an unemployed person

who comes to use the Internet at the business to find a job, take note of that, as he or she

may be able to provide a moving testimonial in the future. Noticing all of the different reasons

that people come to the business will broaden your base of support and reinforce the necessity

of your business for the members of your community. It will also highlight important, concrete

stories you can tell to the media, funders, elected officials, and opinion leaders. Keeping a file

of these individuals can prove invaluable.

● TAKE SPECIAL NOTE OF OPINION LEADERS IN YOUR COMMUNITY WHO USE YOUR

BUSINESS. Perhaps the president of a local PTA is a frequent user. Or maybe one of the members

of your Board of Trustees is also on the Board of Directors at the local YMCA. This person

is likely to have a large network of contacts that he or she can influence to support the

business, making use of these supporters and potential supporters is inexpensive and it is the most

effective way to reach your other target audiences.

● DON’T FORGET YOUR BUSINESS TRUSTEES AND FRIENDS. Business trustees generally have

political and community connections that can benefit the business, and Friends of the business are

valuable not only as voices, but also as eyes and ears for business staff. Take time in your trustee

meetings to discuss these connections in relationship to specific events or advocacy activities—

and encourage your trustees to act on them. Discussing their commitments in front of

peers can be an effective way to hold them to their promises.

● ASK “CUSTOMERS” HOW BEST TO GET IN TOUCH WITH THEM, for example, via e-mail or

telephone. Remember to keep your customers informed about important events, issues they

should know about, and/or how they can help; you want these people to be as “in the know”

as possible to enable them to maintain their connection to the business and spread accurate

information.

Making the most of the resources at your fingertips often means that you or another staff member

at your business must spend a significant amount of time talking to customers and identifying

those that are best positioned to reach out to the community. However, cultivating these supporters

will be worth the effort, and the social network you build can be used for years to come.

Don Gaconnet – With over 17 years of experience at work for you, Don specializes in providing results driven small business marketing services at the forefront of today’s Internet marketing, search engine optimization, web design, web development, social marketing and mobile technologies. To view Don’s featured project portfolio, testimonials or to hire Don for your next marketing project visit his website at: www.gahsonay.com today.