Three local business owners found effective ways to attract customers

  • By Pat Sisneros and Juergen Kneifel
  • Sunday, January 15, 2012 9:22pm
  • Business

As the new year begins, many small-business owners are looking to grow their enterprises by attracting new customers. You’ll probably find that business growth and sustainability are on the New Year’s resolution lists of many entrepreneurs. Yet it takes time, effort and often money to promote and market your business.

We asked three local business owners how they are reaching out to land new customers and also how they’ve learned to work smarter, not harder, to save valuable time and resources.

Katie Dearman is the owner of Kate’s Deli in Everett. Being in the deli business for eight years, she’s weathered the economic recession and business challenges with tremendous success. She’s proud to have 10 staff on her payroll. When you consider the typical failure rate of restaurants and delis, Katie has demonstrated determination and a great service ethic combined with quality food, which brings in customers.

“It was my passion since I was 14 years old to own and operate a small restaurant,” Dearman said.

When she opened the doors to the deli, her limited budget kept her from advertising and marketing.

“Word of mouth is what we relied on right from the start,” she said. “If we were going to make it, we needed to have local support from guests who would tell their friends and neighbors.”

Dearman knew that advertising was important – even though there was no budget set aside for it. So when Dearman heard about the Entertainment Book program, she was pleased to participate. The program opens the door to new customers with a buy-one-get-one-free coupon. Best of all, the program was free to the deli.

Andrew Kleppe runs a small two-year-old company, A+ Pressure Washing. His advertising strategy in one word? Craigslist.

“I was combining several business interests when I launched the pressure washing business,” Kleppe said. “The business is very seasonal, and the winter months have been somewhat lean. Getting new clients is always a high priority.”

To offset the slower business cycles, Kleppe has been studying web design and has started to offer freelance website design and marketing. The mix of services may be the key to stable cash flows. And with so many other small businesses listing services online, Kleppe has many viable leads that could easily turn into web design project accounts.

Amanda Waltman is a professional photographer, and her strategy includes giveaways. Several years ago, Waltman, owner of Art of Subtlety (www.artofsubtlety.com), discovered that auctions and charity benefits are great business builders. She often donates a photo shoot and large print, a combination valued at $250, for bidders to secure family or child portraits. More often than not, the new customer will purchase additional prints beyond the donated material. They’ll also refer friends and relatives.

“I typically donate 15 to 20 packages each year to local charities,” Waltman said. “There’s no better way to showcase your services, and 99 percent of these photo shoots are on location.”

Her business thrives by word of mouth and quality portraits that are proudly displayed in customer homes. It’s truly a win-win-win situation when a charity raises money, a family receives a photo shoot and print, and a small-business owner gains a new customer.

Waltman mentioned another creative marketing activity that brought new customers her way. When New York Cupcakes in Bellevue needed promotional materials for their website and print brochures, the business provided promotional space in their retail stores in exchange for Waltman’s expertise in professional photography, another win-win scenario.

We’ve also noted many new social media and internet vehicles to promote and advertise a small business. These too can be of little or no cost to the small-business owner. Amazon Local, Livingsocial.com, Groupon and other websites are growing in popularity. And Craigslist has a dominant market position that generates plenty of transactions for services.

Traditional advertising vehicles also continue to bring in new business. Newspaper advertising will cater to small-business owners through coupons and ZIP-code zoned products. Cable ads are also targeted and can provide cost-effective new customer acquisition.

It’s a new year. How will you grow your business?

The experts all agreed that the most important way to ensure steady growth is to take good care of new customers so they’ll call again. In other words, don’t miss the opportunity once you’ve made the connection with a new customer!

Pat Sisneros is vice president of College Services at Everett Community College. Juergen Kneifel is a senior associate faculty member in the EvCC Business program. Please send your comments to entrepreneurship@everettcc.edu.

Talk to us

> Give us your news tips.

> Send us a letter to the editor.

> More Herald contact information.

More in Business

Lily Lamoureux stacks Weebly Funko toys in preparation for Funko Friday at Funko Field in Everett on July 12, 2019.  Kevin Clark / The Herald)
Everett-based Funko ousts its CEO after 14 months

The company, known for its toy figures based on pop culture, named Michael Lunsford as its interim CEO.

The livery on a Boeing plane. (Christopher Pike / Bloomberg)
Former Lockheed Martin CFO joins Boeing as top financial officer

Boeing’s Chief Financial Officer is being replaced by a former CFO at… Continue reading

Izaac Escalante-Alvarez unpacks a new milling machine at the new Boeing machinists union’s apprentice training center on Friday, June 6, 2025 in Everett, Washington. (Olivia Vanni / The Herald)
Boeing Machinists union training center opens in Everett

The new center aims to give workers an inside track at Boeing jobs.

Some SnoCo stores see shortages after cyberattack on grocery supplier

Some stores, such as Whole Foods and US Foods CHEF’STORE, informed customers that some items may be temporarily unavailable.

People take photos and videos as the first Frontier Arlines flight arrives at Paine Field Airport under a water cannon salute on Monday, June 2, 2025 in Everett, Washington. (Olivia Vanni / The Herald)
Water cannons salute Frontier on its first day at Paine Field

Frontier Airlines joins Alaska Airlines in offering service Snohomish County passengers.

Amit B. Singh, president of Edmonds Community College. 201008
Edmonds College and schools continue diversity programs

Educational diversity programs are alive and well in Snohomish County.

A standard jet fuel, left, burns with extensive smoke output while a 50 percent SAF drop-in jet fuel, right, puts off less smoke during a demonstration of the difference in fuel emissions on Tuesday, March 28, 2023 in Everett, Washington. (Olivia Vanni / The Herald)
Sustainable aviation fuel center gets funding boost

A planned research and development center focused on sustainable aviation… Continue reading

Helion's 6th fusion prototype, Trenta, on display on Tuesday, July 9, 2024 in Everett, Washington. (Olivia Vanni / The Herald)
Helion celebrates smoother path to fusion energy site approval

Helion CEO applauds legislation signed by Gov. Bob Ferguson expected to streamline site selection process.

Pharmacist John Sontra and other employees work on calling customers to get their prescriptions transferred to other stores from the Bartell Drugs Pharmacy on Hoyt Avenue on Wednesday, July 2, 2025 in Everett, Washington. (Olivia Vanni / The Herald)
Bartell Drugs location shutters doors in Everett

John Sontra, a pharmacist at the Hoyt Avenue address for 46 years, said Monday’s closure was emotional.

Support local journalism

If you value local news, make a gift now to support the trusted journalism you get in The Daily Herald. Donations processed in this system are not tax deductible.