Not long ago, there was a survey that said more than 30% people of Hong Kong have a part time job and some of them choose to start an ecom store. The reasons to start an ecom because people think the start up cost is very limited when compare to open up a physical store and they don’t have to pay rent etc.
That is true that an ecom start up cost is relatively low, but the operation cost of an ecom store is not as low as you think. An ecom store owner said the operating cost sometimes is 3-4 times more than a physical store!
The major difference of operating a physical store and an online store is marketing. When you operate a physical store, if the location is good, you don’t have to do much marketing, and people will come but an online store is not like that. Virtually no one will know if you don’t promote or talk to your friends and relatives. So how do you promote your online store cheaply and effectively?
Here are some tips for you:
Print out T-shirts with your store URL, logo and a USP
A USP (unique selling proposition) is something that helps you stand out from your competitors. It is a statement to help your targeted customers to remember and understand who you are, what makes you different and special. There are several good examples of USP that you can refer to such as: (and see you can guess which company/brand they belong to)
- The milk chocolate melts in your mouth, not in your hand.
- You get fresh, hot pizza delivered to your door in 30 minutes or less or it’s free.
- When it absolutely, positively has to be there overnight.
When you have crafted your USP, you can print it out along with your logo and URL on a T-shirt and walk to areas that have your targeted customers. Printing a t-shirt today is very cheap, is about HK$200 and you can print both sides. It is a really affordable solution when compares to Fb advertising.
(Tips: I will write another article about how to craft a good USP, so subscribe my newsletter, if you don’t want to miss)
Go to Business Networking
Attend business networking is another cheap way of marketing because usually there are 30 – 50 business people in a business networking event and you can exchange name cards and promote your businesses and the entrance fees may be around HK$200 once. In Hong Kong there are couple business networking groups that will organize business networking events, for example, BNI, JCI, the Rotary Club etc.
Be a Columnist
With some many “web media” today, every one can be a columnist. You can apply to be a columnist that write something related to your niche so and promote what you currently do, so that you will gain enough exposure.