Small business has powerful advantages over big business when it comes to marketing. You can get these advantages working for you now. The typical approach to marketing by big business is use
resource they have most of - money. They tend to throw large dollars at expensive advertising campaigns. If your small business is to survive and grow you must learn quickly to avoid temptation to act like big sister or big brother. Never go head to head with mega corporations. You should compete by playing your game - not theirs. David did not try to go toe to toe with Goliath, instead he slue giant with a sling shot. Your small business is a David in a world of Goliaths. Change rules. Don't wish to be like giant with their resources. Instead, discover your uniqueness to your advantage. In marketing your business you would be wasting your time emulating big business and subsequently going out of business. Instead of trying to launch an unaffordable advertising campaign discover and use your unique resources - like sling shot.
What is Marketing? Marketing is about sending messages. Everything you do or don't do sends a message. Examine all ways you can send messages. Advertising is only one way. Big business tend to wear blinders that only allows them to see advertising as marketing. Partly because they have always done it that way and partly because spending large sums of someone else's money is fun and seductive.
How else can you send your marketing messages? Here are some possibilities you can use: Media news releases Guest appearances on radio and TV Customer service Sponsoring events and awards Holding a contest Volunteering for a community event or business association Networking events Product information seminars Public speaking at special events Exceeding expectations Forming partnerships Through your staff Through your suppliers With help of your clients Personal correspondence
This list is not exhaustive but it should give you a broader understanding of marketing possibilities. Most importantly all of them cost much less than advertising and with greater impact. In small business you might spend some of your hard earned money on advertising. But remember that it is only one form of marketing and most expensive.
Marketing is part of everything you do. The most important P's & Q's to mind with your marketing is to be consistent and persistent through all channels of communication. If you preach about quality but buy cheapest components you are not consistent. That conflict of messages will destroy your intended message. It should not take a genius to realize that if you dump on your staff they will dump on your customers. If you lie to your suppliers it is reasonable to assume you must be lying to your customers.
Use your advantages As a small business owner you have several advantages in marketing maze. You are closer to customer. You can build personal relationships. You can use CEO factor. You have less money and therefore must be creative. You are nimble like sail boat while huge ocean liner takes time to change direction.
Closer to customer You make cold calls to prospects, close deals and follow-up with your customers. You get to know how they think and feel. You know why they bought from you or why not. Try to tell me that president of big bank knows what goes on at front counter.
That proximity to your customer gives you a special advantage. When you launch a new product you can use information you have gained from your relationships with customers. What is important to them? What packaging is most attractive? What features are most valuable? You are in front lines. Ask questions, listen and remember.
There is something special about being able to speak to president. Just try calling president of your bank or automotive company. You will get frustrating run-a-round. Make it easy for your customers to reach you. Return everyone's call - even if it is to say no thank you. Most will appreciate response.
A friend of mine wrote to prolific science fiction author and scientist Isaac Asimov. Asimov answered his letter. He wrote that my friend's idea had merit but needed improvement. My friend in his disappointment destroyed letter. I thought, "Wow you got a letter from Issac Asimov!" My friend did not realize value of a reply.
Make it Personal Life is personal - so is business. We make buying decisions based on our personal feelings then we find logic to justify decision. Don't hide in your office. Your most important responsibilities are selling, and building relationships. Build relationships with prospects, customers, staff, suppliers, and colleagues. We would rather deal with people than with faceless corporations. Even when we must do business with corporations it often is because of trust built with individuals.
In a small business your character becomes company culture. Treat your staff with respect and pride and they will show respect to customers and pride in company. Your customers will feel pride and respect - and they will feel good about doing business with you.
Build relationships with your customers. Learn their names, their buying habits, and important information about them. Be sure to store this information on your database. Include personal information such as birthdays, hobbies, alma matter and family members. Make it a habit of staying in touch with all of your customers by phone or by personal correspondence regularly. Send them hand written birthday cards, postcards, and notes about significant events in their lives.
