Small Business Marketing
Sometimes... Being Small Has Many Advantages,
If You Know The Tricks!
Hey, You Are Unique
Small business marketing presents its own unique issues, benefits, and restrictions. The marketing techniques used by large businesses are generally not the best choices for small businesses, for a variety of reasons. You, the small business owner/manager, will benefit greatly from a clear understanding of what this marketing entails before deciding on the techniques you want to use.
... and You're Special, You Just Didn't Realize It!
Generally speaking, a small business is physically unable to offer products and services to all and sundry, so you must decide where you want to concentrate your efforts.Large corporations can appeal to the general public because they typically have more financial and marketing resources so they're able to fund a comprehensive
marketing mix,
whereas a
small business marketing
campaign must make the best use of limited resources. You must narrow down your target market group to those potential customers that have a great need for, and are genuinely interested in what you have to offer, or have the potential to be. If you're familiar with the
advantages of niche marketing
you'll know they really benefit small business.
Where Do We Focus?
Glad you asked.Small business marketing needs to focus on the consumer’s emotions that, when aroused, makes them whip out their wallet & throw it at your feet. Well, not quite. You must get into the customer’s head so you can figure out how your products and services will solve their problems and make their life easier. Fundamentally, that's all us humans care about. Small business marketing is very personalized while large business marketing is more generalized. Marketing for large businesses is more product-oriented, appeals more to logic than emotions, and emphasizes the features of the product or service rather than the benefit to the customer.
The ‘B' Word.
A marketing budget plan
for a small business is much leaner than those for larger businesses. Every marketing dollar must be spent wisely, and there is little room for marketing blunders. There are, however, many options for small business marketing. You will most definitely benefit by spending some time researching free and low cost marketing techniques.
Necessity is The Mother of Invention.
A lack of cash will most certainly help you be more creative in your marketing efforts.Brainstorm with your staff, wife, the dog and other small business owners. You’ll be surprised with what comes out of this sort of stuff. Sheer animal cunning can result in some terrific, original marketing ideas that kick but. to find out which affordable small business marketing techniques they find effective. Small businesses are able to use more unique and creative marketing techniques than large businesses are able to use. Large businesses typically use more traditional types of marketing techniques in order to appeal to the general public.
The Small Business Advantage.
There’s rarely a committee meeting held in a small business… and that’s a good thing.Small business owners make their own decisions quickly & get on with it. They can change directions with their small business marketing with minimal fuss & disruption. The decision to alter or stop a marketing tactic can be made and then carried out in a short amount of time. A change to a marketing campaign for a large business takes nine committee meetings and consequently, a lot more time.
The Big Business Disadvantage.
Large business marketing campaigns can sometimes tend to run at arm’s length from management. The marketing department sets it up and off it goes. Campaigns can run for long periods of time without anyone actually checking to see if it’s creating more sales. “More sales?… dunno but aint it a great ad” That is, the big marketing machine for longer periods of time than small business campaigns.
The Communication Thing.
With many larger businesses the marketing department is totally separated from the sales department. The communication problems arising from this situation can be seriously counterproductive. With small business marketing, generally the sales & marketing function are one in the same and communication is usually not an issue. You, as the owner/manager, have more than likely a one-on-one relationship with your customers. As a result of this interaction you can determine how best to market your products & services.
Modern Net-Wit:
"When its three o'clock in New York, it's still 1938 in London" .........................................................................Bette Midler
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