Why Small Businesses Need Marketing
Large conglomerates are dramatically increasing their brand presence amongst smaller companies and retailers. With large companies utilizing their marketing budgets, small companies may gradually see a decline in the customer base, if they take no action. This can be due to marketing directing consumers towards the larger brands.
Office and stationery supplier, Staples, has recently launched a large scale integrated marketing campaign that positions the brand in a way so that it will reach and appeal to small businesses, of between 1-10 employees. This encroaches upon the target audience that smaller stationery retailers such as Ryman and Partners pursue.
Staples integrated campaign named; ‘Easy’ has made its debut online and will appear on TV in November. The new strap line, “That was Easy” features across TV, press, online, ambient and outdoor media. The campaign targets existing customers and reminds them why they chose Staples over alternative brands. The campaign will also appeal to a new market of smaller businesses, of which encompass the target audience of small retailer and competitor – Ryman.
By not implementing a planned and creative marketing strategy that aims to reach all members of the target audience, smaller companies may notice a decline in customers, as people will be attracted to the brands they see, hear about and that communicate with them the most.
A key reason that smaller companies have avoided implementing marketing campaigns has been due to cost and time. However, marketing does not have to be costly and can even be carried out for free. Skala Marketing propose the following methods to market your company for free:
- Test a price increase
- Keep in regular contact with your customers- call your 50 best customers
- Spend time networking to increase the awareness of your company
- If you like public speaking-go for it!
- Re-evaluate your advertising and reduce your budget.
- Use more cost effective marketing, such as PR
- Up sell your products or service
- Ensure your sales skills and sales team are up to scratch
- Utilise e-mail as a marketing tool.
- Look for affinity partnerships; they’re a great way to gain more business!
