I recently did some flyers and 11×17 posters for Kula Center for Yoga (University/280 area-St. Paul, MN) and just received an overjoyed call from my client claiming that within two weeks of hanging the posters, she got 10 new clients for her yoga sessions. 10 yoga students in this economy. In two weeks. WOW!

All too often, small businesses, musicians and freelancers fear spending a little money on advertising because they do not see it pay off. Instead, they want to either skip it or go the DIY route when they don’t have the skills or tools to do the job well. I know. I too have to fight this urge because I have been burned with expensive marketing that doesn’t work.

I want to dissect why this effort paid off and the steps taken to pull off the job.

1. The first thing is first. Realizing one’s strengths and weaknesses. My client came up with a brochure that was written all in Helvetica (not by good choice, but because it’s her default font). She came to me to take her words and make some marketing pieces with them.
2. Next we talked about how she intended to market. We strategized and came up with a multi-pronged approach:
   • Brochures: These are folded pieces that were to be handed out to past/current/prospective students and to be left in coffee shops/etc.
   • E-flyers: I made an e-flyer version of the brochure to be sent to her mailing list of past and present students
   • 11×17 Posters: These are more attention-grabbing and are to be hung on community bulletin boards, in co-ops, coffee shops, etc.
3. My client then assembled a street-team to bike around town and plaster everything with a flyer or poster, she sent out emails, and the word was spread.

Why did this work?

• It was very organized!
• The effort was concentrated to a specific geographic location and was highly attention-grabbing.
• Effective design played off of and flushed out current branding; very recognizable
• …and probably most importantly: She kept a detailed record of her past/present clients and gave them incentive ($ off a class) to bring people in.

This is how small business works. Regardless of the Economy. She used her good business sense, she trusted her weaknesses to professionals, she was well organized, and she got 10 new clients (on top of her current base). We can all learn from that!