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Something I’ve often thought about when running my own companies is how little money I’ve spent on marketing.  In fact, the only money I’ve spent directly on marketing in the last few years has been on business cards and web hosting.

I own a web development company, so costs there are kept within the umbrella of my empire.  I also own a reseller print company, so business cards can be produced at cost.  Everything else I’ve built up has been purely on word of mouth and making the most out of every day events and interests of mine and my colleagues.

I have an interest in charitable causes, fun events, activities, and community projects.  Just in doing these things alone, I’m able to raise awareness of my own businesses and even incorporate some of the “good cause” into my business.  For example, my trip to Malawi in 2007 was funded by my web company, and whilst out there I managed to get to do some work with the Malawian schools, donate money to the Wildlife Centre through my company, and generally operate as an ambassador for my company whilst in Malawi.

I’ve been asked by a client if I would help at a charity event on 26th June (tomorrow… if you’re reading this on the post date!) for the children of Chernobyl.  Naturally I said yes, as it not only meets my core values but as a bonus it will be a boost to my company profile – I’m very much about promoting good causes, and in doing so through my business dealings also builds trust in my brand and the causes themselves.

Later this year, my Malawi trip will be funded partially by my web company as I’ll be conducting free of charge construction and IT work over at the Wildlife Centre, and partially funded by my new Sports Coaching / Personal Development company.

Whilst in Malawi, I will be working in schools and orphanages to deliver sporting activities for the children to help develop their interpersonal skills and to build confidence.  This will be operating as part of my Sports Coaching business, free of charge of course!

So as you can see, just by using a little creativity you can make excellent marketing and advertising campaigns virtually free of charge, whilst incorporating causes that really do make it all worthwhile.  There’s so much to be said for putting the expense of these trips into good causes rather than lining the pockets of a marketing agency.

If you want to do things closer to home, you might want to consider helping out at a local fair or sponsoring your local community centre.  If you feel like being more hands-on, offer to help at a local youth centre or community project.  There’s no end to the creative ways that you can get involved with real life and at the same time promote your business through ethical, cost effective channels.

If this isn’t your cup tea, there’s still a whole range of inventive ways that you can modernise your marketing techniques.  A good article to get your creative juices flowing can be found at the Creating Passionate Users blog.

As many of you already know, I spent some of 2007 in Lilongwe, Malawi working at the Lilongwe Wildlife Centre.  It had a strong impact on my life and the way I see my priorities.  I’ve had a significant shift towards looking for the charitable side of any occasion, and where I can do something to really contribute.  In doing so, I’ve helped out at different community events, charities, and generally been aware of the indulgencies of our privileged lifestyles and tried to strip them down where possible.  Now I feel it’s time for me to get my hands dirty again at the place that really kicked it off and so I’m planning another trip to Malawi this autumn.

So far I’ve got my accommodation arranged, and just need to confirm firm dates for when I can be best utilised out there.

What’s the plan then?

There’s two key factors really.  They need to furbish the education centre with a suite of computers that are coming in over the next few months, and need someone with some technical ability to sort it.  So I’ll be making sure all of that is sorted out and everything is ready for the educationals to begin… however(!), before any of that can be done, the education centre needs to be built.  So my primary aim will be to get the education centre constructed so there’s somewhere for these computers to go!

Then What?

After all that has been finished (which I can see taking a few weeks), I’ll be getting involved with the day to day running of the centre.  The animals need feeding!  When I was there in 2007, we needed to chop up 15 kilos of fruit every morning and afternoon for feeding to the primates.  I’m sure that will have increased substantially two years on.  The beauty of it is that the local supermarket do their bit and donate their old stock to the wildlife centre, so there’s a good sense of contribution within the area.

Other tasks are general observations of the animals, making sure they’re all healthy and normal (although the vets are naturally better placed to pass judgement!).  Checking there perimiter fence is functional and preventing any unwelcome guests from getting in (both of the animal and human varieties).

Then anything else that’s thrown at me.  I’m going to get hands on with as much as possible.

And when not working…

Watering Holes: There’s not an immense amount to do over there really.  The part of Lilongwe I’ll be staying at is relatively quiet – it’s the old town.  There’s a brilliant traveller’s camp by the name of Mabuya.  I’ll be frequenting there for the odd “green”, which is common term for a beer over there.

Getting my PADI licence: I’m in the process of arranging to get my PADI diving licence in Malawi with AquaAfrica.  If you take a look at their gallery, you’ll see it’s set at a beautiful location teeming with cichlids.

Lake of Stars: A 3 day music festival that takes place on the palm fringed shores of Lake Malawi. The event promotes Malawian music and tourism, raises funds for charity and provides travellers and Malawians with the opportunity to enjoy incredible live music in an exotic and beautiful location.  It’s taking place in the middle of October, which will be perfect way to break up the month!