FIRST MICRO FINANCE. NOW MICRO MARKETING. Small Is Big.

The idea behind micro finance is providing small loans (very small) to little businesses (sole proprietors mostly) in poor countries (really poor). This is an idea that organizations like Opportunity International are implementing to help poor people around the world. To learn more about an organization that’s supported by donors like Bill and Melinda Gates, go to www.opportunity.org

While micro finance is an idea that is working in poor countries, micro marketing is an idea that is just beginning to work for smaller businesses in the US. Micro marketing is the use of small amounts of money and stringent standards of accountability to achieve small successes that can grow into bigger ones. It’s careful crafting of strategy. Attention-getting execution. Judicious use of all media. And defining the problem in 25 words or less. It’s about paying for performance and ensuring that short and long-term objectives are being met.

Micro marketing is the idea behind “Organic Marketing.” Small companies should start marketing communications small but with a view to smart growth. Every living organism starts as a seed and grows into a seedling. Organizations are living organisms and need to grow organically as well with a strong root system (investment capital) and vigorous stem and leaf system (human capital). The way a small business grows determines how big it will get.

More about Organic Marketing to come.