Businesses need to promote themselves in the area in which they are trading, to attract potential customers and ensure an income stream. The trading area may be local (a town) up to nationally. This topic does not cover export promotion.

In 2016 small businesses accounted for 99.3% of private sector businesses and 99.9% were small or medium sized. Seventy-six per cent of 5.4m private businesses “employ” only the owner. For the purpose of this topic, we discuss promotional activities for the smaller business.

Promotion, marketing and advertising are different sides of the same coin. It is about making others aware that the business exists, informing them of what it can offer and offering the opportunity for them to buy its services or products.

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