Low-cost and no-cost ways to attract visitors

In just a couple of weeks, the snow will be gone, trees will be budding and soon summer visitors will start to arrive. Though the numbers may be down this year, still more than 100,000 tourists are expected to make their way through the Mat-Su Valley each summer.

As a small business, it’s always hard for me to prioritize where to put my marketing efforts. Bed and breakfasts, such as mine, craft shops, and specialty boutiques, for example, frequently have few employees and fewer marketing dollars. For these businesses, here are some low-cost and no-cost ways to reach out to summer visitors.

n Remember that signage and curb appeal is key if you have a retail or physical location for your business. While visitors are traveling on our roads this summer, catch their attention and lure them in.

Your sign needs to instantly tell them what you offer and why they should stop. Remember to keep windows spotless and put out pots of colorful flowers for a best first impression. Once they’ve come into your establishment, make sure they like what they see: no clutter and clean, clean, clean.

n Go where the tourists go. Market to them directly in the places they already frequent. Have a rack card or brochure at the Palmer log cabin, Mat-Su Visitor Center and in the chamber offices. You’ve probably already joined these organizations so be sure to maximize your benefits. Put your listings and specials on these organizations’ websites to reach summer visitors early as many research their trips before they even arrive in Alaska. The chamber offers a wide range of marketing opportunities: present a “spotlight,” network and volunteer at the Palmer Chamber weekly Wednesday luncheons. To find out more, visit palmerchamber.org.

n Other ways to be “in their faces” is through community bulletin boards in locations such as grocery stores and Laundromats. For events, don’t forget the free calendars and bulletin boards in newspapers and on radio stations.

n Consider going in on advertising together with other small businesses in your area or reaching out to similar demographics. Co-op advertising can be a low-cost way to have a big bang in a bigger ad by sharing the cost. Contact the chambers and Mat-Su CVB to inquire about co-op opportunities that could benefit your company. For example, this year the Palmer Chamber has a new map, a new visitor/relocation guide, and a revamped website with new amenities for members.

No matter how small your small business is, and even if your marketing budget is just a $1,000 per year, you can still buy great proven return on investment advertising.

Karen Harris owns Alaska Garden Gate B&B and Cottages, and has been the marketing chair for the Mat-Su B&B Association and Alaska B&B Association and a board member for the Greater Palmer Chamber of Commerce.