Marketing on a Shoestring

Marketing on a Shoestring

Marketing your business is not rocket science, it’s task work!  Using free tools such as social media and public relations is essential, but the cost is your time.  Learn where to invest your marketing dollars for the most return.  

• Establishing a marketing budget

• Prioritizing your marketing expenses

• Utilizing ‘free’ tools like social media and public relations

• Claiming marketing-related expenses on your taxes

We are The Apple Cart. We help food businesses start and grow in a variety of ways including:

• One-on-one strategy sessions

• Long-term support with marketing, PR and strategic growth

• Workshops 

Establishing a Marketing Budget  

• Start with a self-audit - Marketing expenses include: 

  • All expenses associated with you website - hosting, ecommerce, design, professional photography 

  • All printed materials, labels, packaging, business cards, wholesale pricing sheet 

  • All expenses associated with selling your products at markets or other locations 

• Start with a budget for 6 months to a year if possible.

  • Service fees from designers, photographers, printers  as well as monthly fees like website hosting and maintenance. 

  • Any advertising - this includes boosting posts, events where you are selling, trade shows, market fees, exchange for products (Richmond Magazine holiday box example)

  • Professional Memberships (networking) such as Real Local, FFF events, donations of products 

Top 5 things you need to spend money on!  

You CANNOT market yourself without the proper tools

Prioritizing Your Marketing Expenses

• Logo

• Website - Marketing activities bring customers back to your site, so it needs to do a lot of work for you. Consider your website an employee working for you 24/7.  It needs to communicate for you and answer your customers questions!  

  • Press will visit your website to plan for interviews or to find out quick info on your business.

  • Who’s doing it right? 

    • Websites we love 

    • The Apple Cart

    • Fall Line Farms & Local Roots

    • Autumn Olive Farm

    • Jiji’s frozen Custard 

    • Kate Uncorked

  • Hiring a designer - Is it a one-time service or an ongoing relationship?

    • Need for maintenance, updates, SEO

    • Apple Cart partners with Creative Marketing Group 

  • Squarespace and Wix

• Photography

  • ESSENTIAL for all food businesses 

• Events

  • There is a cost here, but you can use it to your advantage, getting access to press coverage and event photography that includes your brand.

  • VIrginia’s Finest Conference - photography was included in the booth space 

• Materials

  • Business cards

  • Marketing pieces - Wholesale pricing 

Utilizing ‘Free’ Tools 

• Social Media

  • Pick one and own it - If it’s going to be IG, use every tool they give you

  • Facebook and Instagram reach different audiences 

  • What to post and how often?

    • 3 - 5 x per week IG

    • 3 x per week Facebook 

  • When to boost posts (When you get great press!)

• PR - Having a press list and writing a press release costs nothing but your time

• Email newsletter and/or blog

• Networking

  • Getting in the mix keeps you on people’s radar. This is an investment of time.

Claiming Marketing-Related Expenses On Your Taxes

• Advertising and Promotion

• Automobile Expense

• Bank Service Charges 

• Business Licenses and Permits 

• Computer and Internet Expenses 

• Consulting Fees

• Dues and Subscriptions

• Guaranteed Payments

• Meals and Entertainment

• Office Supplies

• Professional Fees 

• Rent Expense        

Email: Barb info@theapplecartcompany.com for referrals!