Small businesses have powerful advantages over large companies when it comes to marketing. But small businesses often lose these advantages because they are seduced into emulating large corporations.
The typical marketing approach of large companies is to use the resource they have the most, money. Those big corporations tend to spend a lot of money on expensive ad campaigns because that’s what they know.
For your small business to survive and grow, you must quickly learn to avoid the temptation to act like a big sister or big brother. She never goes toe to toe with the mega corporations. You can compete and win by playing your game, not theirs. David didn’t try to go head to head with Goliath, instead he defeated the giant with a slingshot. His small business is a David in a Goliath world. Change the rules. Don’t want to be like the giant. Instead, discover the slingshot that will help you claim the marketing edge out of it.
What is Marketing? Marketing is all about sending messages. Everything you do or don’t do sends a message. Take a look at all the ways you send messages. Advertising is only one way. Big companies tend to wear blinders that only allow them to see advertising as marketing. Partly because they’ve always done it that way and partly because spending large sums of someone else’s money is fun and seductive.
How else can you deliver your marketing messages? Here are some possibilities you can use:
Press releases TV and radio guest appearances Customer service Event sponsorship and prizes Holding a contest Volunteering at a community event Networking events Product information seminars Public speaking Exceeding expectations Building partnerships Through your staff Through from your suppliers With the help of your customers Personal correspondence
This list is not exhaustive, but it should give you a broader understanding of the marketing possibilities. The most important thing is that they all cost much less than advertising and have a greater impact. In small businesses, you may spend some of your hard-earned money on advertising. But remember that it is only a form of marketing and the most expensive.
The most important Q’s and Q’s to keep in mind with your marketing is to be consistent and persistent through all communication channels. If you preach quality but buy the cheapest components, you are not consistent. That message conflict will destroy your intended message. If you download on your staff, they will download on your customers. If you lie to your suppliers, it’s reasonable to assume that you must be lying to your customers.
Use Your Advantages As a small business owner, you have several advantages in the marketing maze. You can build personal relationships. You can use the CEO factor. You have less money and therefore you must be creative. You are agile as the sailboat while the huge ocean liner takes time to change direction.
Closer to the customer You cold call prospects, close deals and follow up with your customers. You get to know how they think and feel. You know why they bought you or why not. Try telling me that the president of the big bank knows what goes on at the counter.
That closeness to your client gives you a special advantage. When you launch a new product, you can use the information you’ve gained from your customer relationships. What is important to them? What packaging is the most attractive? What characteristics are the most valuable? You are on the front line. Ask questions, listen and remember.
There’s something special about being able to talk to the president. Try calling the president of your bank or car company. You’ll get the frustrating run-a-round. Make it easy for your customers to contact you. Return calls, even if it’s to say no thanks. Most will appreciate the answer.
Make it personal Life is personal, so is business. We make purchasing decisions based on our personal feelings and then find the logic to justify the decision. Don’t hide in your office. Your most important responsibilities are selling and building relationships. Build relationships with prospects, customers, staff, vendors, and colleagues. We prefer to deal with people than faceless corporations. Even when we must do business with corporations, it is often because of the trust built with people.
In a small company, your character becomes the culture of the company. Treat your staff with respect and pride and they will show respect to customers and pride in the company. Your customers will feel pride and respect, and feel good about doing business with you.
Build relationships with your customers. Learn their names, their clothing purchases, and important information about them. Be sure to store this information in your database. Include personal information such as birthdays, hobbies, alma mater, and family members. Make it a habit to keep in touch with all of your customers by phone or personal correspondence on a regular basis. Send them birthday cards, postcards, and handwritten notes about significant events in their lives.
Use the CEO Factor In your business you wear many hats. That gives you an intimate understanding of the company, its customers, and the marketplace. Depending on the time of day, you play the role of CEO, sales representative, shipping clerk, accountant, quality control, or telemarketer.
When your customer talks to you, they’re talking to the CEO. Your customers feel special when they can talk to the CEO. Make it easy for him. Be available and accessible.
Remember how frustrated you get when you can’t talk to the person in charge. Imagine walking into your bank and asking to speak to the CEO? Or when you’re shopping for a car, try talking to the president of the car company. I dare you. Give it a try and drop me a line on what happens.
You present a human face to your business. See how few corporate CEOs can be the human face of their company. The skills that allow CEOs to fight in the boardroom are not the same skills you need to build rapport with clients. It is much easier for you to present your face. When we do business with small businesses we like to meet the owner. So get out there, on the front lines. Volunteer your time in your community, for your chamber of commerce or industry association.
Less money When is less money an advantage? When it forces you to be creative. If you have millions of dollars to spend on marketing, you can hire some Madison Avenue ad agency and buy 30 seconds at the Super Bowl game. If your marketing budget is considerably less, say a few thousand or a few hundred, you’re going to have to get creative. You could go the extra mile to be nice to your customers. Satisfied customers are your best marketers. They talk about you. They cost nothing and have much more credibility than a paid spokesperson. When you don’t have tons of money to spend on expensive ad campaigns, you need to put more effort into simple marketing techniques like exceptional service, respecting your customers, returning phone calls promptly, guaranteeing results, free advice, contests,… .
The best marketing is free marketing. That comes when people talk about you. Do things that get customers talking about you. something extravagant In the old movie Cool Hand Luke, Paul Newman bragged that he could eat 50 eggs. He’s not suggesting he eat 50 eggs, but maybe you could cook a 50-egg omelette for charity.
Agile If you can’t get bigger and stronger, get smarter and faster. Being a corporate judo practitioner. How many times have you been annoyed when someone quoted company policy? “I’m sorry, but company policy doesn’t allow me to help you.”
Company policy is created to protect the company, not to help the customer. It frustrates me so much dealing with employees who are hired to enforce company policy instead of helping the customer. It can be tailored to the client’s needs and unique circumstances. When you do, let your client know that you’ve stepped in with the policy to help them through this unique situation. Treat them special and make them feel special.
Develop your company’s efficiency policy and be prepared to change the policy to delight your customers. It will be some of the best and cheapest marketing you can buy.
Find the most annoying ‘rule’ in your business. What do customers hate the most about buying your product or service? The most annoying rules tend to be about time and process. Break that ‘rule’. It will gain you a loyal following and provide you with fantastic marketing opportunities.
Marketing is all about sending messages. Marketing is part of everything you do. Decide the messages you want to send. Then review everything you do to make it consistent with the messages you want to send.
