As Debra Pickering experience shows, successful small business marketing is all about getting the right message to the right person at the right time.
She’s Director of Art at Art Classes Brisbane, which provides high-quality art tuition for beginners and advanced artists alike. Their small and intimate art classes take place in a relaxed and creative environment, where students have fun as they coax out their inner artist.
Art Classes Brisbane invests in both digital and traditional forms of marketing including:
- Facebook posts
- Instagram posts
- Facebook Ads
- Google Ads
- Banner ads
- Networking events
- Inhouse T.V. Advertising
- Newspaper Advertising
- Google searches
- Posters in shops and cafes
- Online listing sites including Weekend Notes Brisbane and All Events Advertising
- Art Exhibitions
Targetted marketing works
Debra says Art Classes Brisbane’s most successful marketing channel is Weekend Notes Brisbane, a local event listing directory. They use the site to reach people who are actively looking for interesting things to do in or around Brisbane.
“People either search for weekend entertainment and interests directly, or they receive a roundup email from Weekend Notes,” she says. “Then they notice my art business and decide they’ll enjoy the classes and book.”
But challenges remain
One of Debra’s biggest marketing headaches is getting “locked into advertising that isn’t working. Sometimes you spend thousands of dollars but get no leads.”
She’s also working on improving how her business records customer interest and follow up.
“At present, it’s all over the place as there are so many different ways for customers to contact you…Instagram, Facebook, email, SMS, WhatsApp and so on,” she says.
“If I then wanted to contact consumers that were interested in a mosaic workshop I have to search through all these places to find who it was so I could send them a reminder or advise them of any changes of plan.”