Marketing Lens

A close-up look at marketing ...

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170 weeks ago, by Tim
Chicken and egg question
Are small businesses small because they generally do not engage in any well thought through or significant marketing?

Or is it the fact that because they are small it prohibits them from spending the money it requires to have marketing that changes the perception of your company and reach new audiences?

So, do you need to grow before you can afford proper marketing? Or do you need proper marketing in order to grow?
170 weeks ago, by James
Some people want to operate as a small business and don't want to grow any more. Of the companies who do want to grow and aren't growing it could be lack of space in the marketplace or lack of spare resources. Inadequate marketing will be one of maybe half a dozen reasons.
170 weeks ago, by Jason
Guerilla Marketing can be executed with little to no budget. Social Media can be used successfully with a small budget, more time is required.

I'm all for sustainable growth and staying a small business, so many problems occur when a company grows. There are some large companies who haven't ever spent a dime on advertising so I feel that marketing can be successful even with a small budget :)
170 weeks ago, by Jackie
I've been fascinated to learn how small businesses (who do better out of word-of-mouth marketing) turn into brands (who do better out of advertising). Wish I knew the answer.
170 weeks ago, by Tim
Thanks for the resnposes everyone.

James - if there isn't space in the marketplace they need to take some marketshare from their rivals and marketing is the single biggest way to do that. Other reasons may have an influence on them not growing but new sales enquiries will surely be the biggest reason?

Jason & Jackie - I'm all for low cost marketing, specifically client referrals. It's fast & inexpensive. Who better to find your next customers than your greatest fans?
170 weeks ago, by James
Sometimes it can be the wrong product offering or changes in the marketplace. Take Yell, the paper directory was made obsolete almost overnight by the internet and they completely missed the relevancy of that. Yellow Pages could have been Google. They were caught sleeping.

Sometimes, even for a multi million pound business, there's very little they can do.

For small businesses there may be new technology that's expensive to buy.

'Do some marketing' isn't a panacea.
170 weeks ago, by Kris
I think the problem with the question, as framed, is the word "growth", which is often over-used and ill-understood. If a business wants to "grow" then presumably the finance is in place to do this, therefore a marketing budget is assumed. You either have the money to carry out marketing or you don't. Most businesses have some.

However I see lots of businesses who spend money on marketing to maintain their day-to-day operations, but who spend it badly - if that's what Tim meant?
164 weeks ago, by Tim
Well said Kris. I see so much bad marketing that I believe they either get smart with their expenditure or simply save the money. Some marketing can actually make a company look worse than if they'd said absolutely nothing. It has a counter effect.
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Tim Coe

Profile Tim Coe
Member Since:
28th May 2013
Personal:
I run my business from a High Street office in the Georgian seaside market town of Lymington on the edge of the New Forest. I've lived there since the age of 11 apart from a 6-year spell in Walton on Thames, Surrey.. I love music, food, boats and sport [see interests below for specifics] Since the age of 18 I have worked exclusively on my own businesses; from plans to launch an 80-van mobile car valeting franchise, that were scuppered last minute due to a 3 month emergency hospital visit, to importing Nissan vans from Dublin, my career has been a lot of fun. I have started businesses in transport, music, automotive, sales, franchising, catering, development land, conveyancing, tax and of course…unavoidably and unsurprising to me I have ended up where I knew I would one day... marketing. I know James Coakes [at a distance] and have eaten a sandwich in his office located a sausage roll throws away from my own HQ.
Professional:
BUILD UNQUESTIONABLE CLIENT LOYALTY FOR YOUR B2B SERVICE BUSINESS AT THE UK’S ONLY REGULAR MARKETING BASED WORKSHOP Business is about standing out & not blending in Implanting your company’s offer into the minds of your intended buyers should be your no.1 priority. Encouraging people to talk about your business in the way you want them to isn’t easy, but it’s vital. It is possible though. All you need to do is decide what do you want to be known for & how do you want others to describe you. Next, create your USP [your Utterly Seductive Proposal] and forcefully rubber-stamp it across the entirety of all your marketing. Your Utterly Seductive Proposal is the all-conquering headline by which you wish to be known by. It powerfully and succinctly conveys why your ideal target client should do business with YOU over any of your competitors. I run events in the south of England where the entire focus is on creating your USP. http://www.myusp.biz/events
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