Going Covert: The Subtle Ways to Promote Your Business

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Learning to promote your business encompasses so many different practices that we have to learn what works most effectively. So many of us go for the more overt approaches to promoting our business, thinking this is the best way to capture the mass market, but we need to also remember there are an abundance of subtle practices. Here are some subtle ways for any business to promote themselves properly:

Promotional Merchandise and Gifts

Whether it’s something like pens and pencils or coasters, we can reward clients with promotional merchandise and gifts that represent our business. When it comes to something like coasters, getting a coaster printing service that prioritises detail can make a big difference in sending an amazing first impression. Gifts are a way to show appreciation for our clients and customers, which is why we shouldn’t skimp on quality. If they can see you’ve paid attention to the smaller details and have not opted for a shoddy printing service for your mugs or t-shirts, this sends a very positive message that you are always focused on quality above everything else.

Advertise Locally

While reaching a wide audience is incredibly beneficial, local advertising is, for many businesses, where it is at. It can be more cost-effective and actually more efficient in generating revenue. We should always prioritise local advertising rather than thinking we need to go national because ultimately when you’re delivering a service, geography plays a massive role. When you start to use local radio and TV stations to target specific groups of people who are more likely to purchase your services because they are close in proximity, you can start to build that amazing relationship with customers and then ask them to spread the gospel.

Utilise Media Relations

This is particularly important in local circles because you can start to share news about your business, including milestones and achievements, or even provide expert advice on relevant topics, and local media coverage will help to raise your profile while also promoting your values and culture in a very subtle way to a much wider audience. Good news always travels fast, and when it comes to the art of promotion, the media are very good at spinning certain yarns, which is why it’s critical for you to determine if a working relationship with the press can get you what you want.


Collaboration is an amazing way for you to expand your reach and promote your brand within a local community or further afield. The best approach is to find a business that complements your services rather than one you will end up competing with further down the line. You can create share discounts or joint events so you can tap into each other’s customer bases and increase visibility in a way that benefits both of you.

Incorporating subtle promotion strategies is not just the only way to go; it must be in tandem with things like email marketing, social media engagement, and various types of content marketing. But one will not necessarily work without the other. It is vital for you to not just think about going overt but also covert.

Vinh Van Lam
the authorVinh Van Lam
Vinh Van Lam, co-founder of ArtSHINE, is a visionary art coach and entrepreneur with a passion for fostering creativity. With a diverse background in art and business, he brings a unique perspective to empower emerging artists, enabling them to thrive in the dynamic art industry through the innovative platform of ArtSHINE.

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