Promotion & Marketing

You could have the best product in the world, but if nobody knows about it, you will not sell a single unit. Marketing is how you get your business in front of the right people. Promotion is how you convince them to buy.

Requirement 5e covers three sub-topics:

• Promotional methods — how you will spread the word
• Internet and social media — leveraging digital platforms
• Designing a flyer or poster — creating a tangible promotional piece

Methods of Promotion

Marketing is not just advertising. It includes every way you communicate your business to potential customers. Here are the most effective methods for a young entrepreneur:

Word of mouth. The most powerful marketing tool costs nothing. When a satisfied customer tells their friends about your business, that recommendation carries more weight than any ad. The catch: you earn word of mouth by delivering great products and great service consistently.

Social media. Platforms like Instagram, TikTok, Facebook, and Nextdoor let you showcase your work, interact with customers, and reach people beyond your immediate circle. More on this below.

Flyers and posters. Physical marketing still works, especially for local businesses. A well-designed flyer on a community bulletin board, at a local coffee shop, or in mailboxes can drive real traffic.

Community events. Setting up a booth at a farmers’ market, craft fair, school event, or community festival puts your product directly in front of potential customers. Face-to-face selling is one of the most effective ways to build trust and make sales.

Referral incentives. Offer existing customers a discount or bonus for referring new customers. For example: “Refer a friend and get $3 off your next order.” This turns your customers into your sales team.

Partnerships. Team up with a complementary business. If you sell custom cookies, partner with a local florist — they recommend you for birthday packages, and you recommend them for event flowers. Both businesses benefit.

Using the Internet and Social Media

The internet makes it possible for a teenager in a small town to reach customers across the country. Here is how to use digital tools effectively:

Choose the right platform. Not every platform is right for every business. Think about where your target customers spend time:

Content that works:

• Behind-the-scenes posts showing how you make your product — people love seeing the process
• Customer testimonials and photos of happy buyers
• Before-and-after shots for service businesses (a messy lawn vs. a freshly mowed one)
• Special offers and limited-time deals to create urgency
• Educational content that establishes you as knowledgeable about your field

Designing a Promotional Flyer or Poster

The requirement asks you to design a flyer or poster for your business. This is your chance to apply everything you have learned about marketing in a single, tangible piece.

An effective flyer includes:

1. A headline that grabs attention. Not “Cookie Business” — try “Custom Cookies for Every Celebration” or “Your Lawn, Our Problem.”
2. A clear description of what you offer. One or two sentences maximum.
3. Your unique value. Why choose you? (“Handmade with organic ingredients” or “Same-day service, guaranteed.”)
4. Pricing or a starting price. People want to know what it costs before they contact you.
5. A call to action. Tell them exactly what to do: “Text 555-0123 to place an order” or “Visit our Instagram @CookiesByJordan.”
6. Visual appeal. Use a clean layout, readable fonts, and a photo or illustration of your product.

Free design tools you can use:

• Canva (canva.com) — drag-and-drop templates for flyers, posters, and social media graphics
• Google Slides — works in a pinch for simple layouts
• Adobe Express (formerly Adobe Spark) — free templates with professional-quality design