Direct mail marketing, email campaigns, and even traditional advertising are tried and true methods of getting a company's name out to the buying public. Nothing is more important than making sure that your company's name and more importantly what you do is on the minds of those in the local business community. But one of the most effective ways to accomplish this will always be word of mouth and simple visibility. Too often small businesses just starting out don't take advantage of easy ways to promote their new or existing business in the simplest way: outfitting as many people as possible with apparel that has your company logo, contact information, Web site, and slogan.
It may seem obvious, but even if your business is as small as 2-3 people, putting employees in apparel that can showcase your company is very important for a number of reasons. First, as a business that operates in a local community either out amongst the people or at a store, having custom uniforms or even T-Shirts that show the company logo and contact information is free advertising. Second, by having a custom tagline or slogan, even a unique color scheme on that uniform you're more likely to stay on the minds of potential customers who will have seen it. That will then jog their memory when they are in need of your services. Finally, your employees represent your company and brand and company apparel is a way of leveraging this.
Another easy tactic is to give employees pens with your company name, brand, slogan and contact information. Employees can use these, but also leave them behind with customers. For example, if you have branded pens for customers to sign receipts many times customers will take the pen with them. If branded, your pen can become a viral walking advertisement and reminder. You can even give them out if you have the budget.
The good news for small businesses is that there are a number of companies that are now offering these products in small quantities and at competitive prices. Typically the more you order, the less you will have to pay, but sometimes small businesses can't order more than a handful to start out. You can also use your own design and colors, rather than working with a creative consultant, which can cost money.
Creatively, the items must be unique and recognizable. First you should come up with a logo that shows what your business does. A tagline or catchphrase is also something that can be impactful. If you consider some of the most recognizable catchphrases associated with business and relate it to your business, you can start to think about what might create some buzz for you. "That was easy" has become Staples mantra, and Nike has "Just do it." Mary Kay is known for the pink cars that salespeople used to drive around in, and the uniforms they wear. Of course these companies have the power to promote these taglines nationally, but a creative tagline, color, or logo can be on the minds of anyone who sees it locally, and that can be a windfall.
You can also go beyond just outfitting your own crew of employees. If you have your own storefront, you can sell your own custom T-Shirts, Hats, Pens or Magnets, or give them away with a certain purchase level, and have your customers out doing your advertising for you. For example, people who receive a free T-Shirt or hat as part of a promotion or giveaway will certainly wear it out in public, and promote your company and brand for you, almost free of charge. You never know when you might have a customer interested in using products that promote your brand. If your merchandise is truly unique, it can even become a viral success and generate enough buzz so that everyone will want one. Even if that means kids at the local high school want them, you've got a small, concentrated viral marketing campaign success to your credit. You never know what might resonate and catch on, but it's worth the effort in trying.
So put on your creative hat, put together a logo, tagline, and design some custom apparel and promotional items. It's a small investment worth making.
Trynka Shineman is chief marketing officer of VistaPrint, the small business marketing company. For more information on VistaPrint go to www.vistaprint.com. 
