QUESTION: Baby K'tan LLC is a Florida-based juvenile product company founded by two families raising children with special needs. We provide products designed to help promote the natural bond between parent and baby. One area we struggle with most often is finding the best opportunities to market our products with a very small, limited budget. What suggestions do you have in this area?
Reina Christian
Marketing Coordinator
Baby K'tan LLC
marketing@babyktan.com
ANSWER: This is a very widespread problem. Taken to the extreme, it might be restated as "While competing firms spend more on sales, we seek to have similar or better results by spending less."
The only way I know to have that happen is to replace marketing spending with personal effort. What other firms pay for, you need to substitute with personal effort.
You might contact a magazine to discuss an article that the editors might want to run on your firm. American Heart Association publications, any Down syndrome publications, local newspapers, educator's magazines, television programs such as the ones running on weekends when news is scarce. They might need content for the day, etc.
Events you might hook up with could provide some visibility. For example, the Special Olympics might allow you to have a booth at one of its events.
You might be able to leverage your relationship with other parents and caregivers who have a need for your product. A mailing with a discount offer might be worthwhile.
