These days retail premises are like.... so retro, so 1980's. Twenty years ago one of the major ways of generating a decent wage was retail - the high street in any town was the place to be.

The majority of smaller organisations at one point or another dabble in a little bit of retail and immediately learn about expenditures, rent, rates and advertising.

Essentially - retail premises are pricey. Even immediately after a few years of recession Landlords still ask extremely high rents and local councils demand unreasonable rates (and you will not even get your bins collected by them).

Once you have bitten the bullet and dived into the black hole of retail you will start thinking about ways to promote your brand-new shop and get activity through the door.

In the past it was just a question of putting an advert in the Yellow Pages, Thomson's Local or local press - well not any longer. These days paper adverting is as unfashionable as retail shops, you will need to work harder to draw customers and perhaps among the best solutions is to basically give things away.

When promoting any company you need to look for an affordable method and think cleverly. You need to do something different from your competitors and be creative. Providing wonderful deals like 2 for 1 is all very good - but you will need customers in your shop to view the discounts to begin with.

Giving away promotional balloons printed with your business details is a tremendous way of drawing possible customers. Helium balloons with balloon printing are great fun, vibrant and attract attention. The moment your message is floating above a pram or held by a child it travels around your local shopping centre screaming your message and as each person loves something that's completely free - they will quickly find your store.

Give the printed balloons away from the rear area of your shop so potential buyers need to walk right past all the things that matter to get to the balloons. Helium balloons get the job done best and attract the best attention. If your store is situated in a shopping mall you can distribute air filled balloons on sticks and cups, this will keep the centre manager happy and wipe out any chance of alarms being activated.

Most significantly, it's not as expensive as you may think. 1000 Promotional balloons can cost as little as £139 for a 1 colour print, then you'll just need helium, ribbon or valves and you're on you way.

Set targets and have promotional days. Use your marketing balloons on special occasions and examine your sales to ordinary days. Test and measure to calculate if the are working for you - because advertising that works costs nothing.

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