Recently, I took on a new iPhone client and discovered the world of incredibly low-budget product (darn near nil-budget) promotion. With the iTunes App Store’s way of doing things, you have to become incredibly creative about how to promote an app or game, especially a game, as App Store consumers are very price-sensitive (successful games tend to hit the sweet spot at 99cents). This meant taking a long and hard look at how games are normally promoted, and throwing that all out the window. It’s been a lot of fun, and forced me to look into the dark recesses of my mind for “bigger, stronger and faster” ideas that are unconventional, and not reliant upon big, or even medium, -sized budgets. But more on all that later…
Right now, I wanted to introduce everyone to another favorite blog of mine — Shoestring Branding, which looks at how to market yourself, your company and your products when there’s not a lot of cash to go around. As it looks like this economic slump is going to continue into the new year, it’s definitely a good site to keep an eye on, especially a recent post called “Doing More with Less.” It’s certainly worth any business person’s time to give it a read.
Here’s a sampling -
Before doing anything, spending any resources, or hiring anybody, stop and ask yourself these questions:
- It this action or expense directly tied to my business mission?
- Is it consistent with my business strategy and brand positioning?
- Will it help me achieve my goals for the year?
- Have I strengthened my business systems? Have I automated everything that can be automated? Am I building a scalable business?