Today’s economic and political winds aren’t doing much to lift small business. Yet, small business has an advantage that the Big guys don’t. Surprisingly, it’s size.
Smallness gives organizations the ability to experiment freely with marketing strategies, tactics and techniques – without major financial risks. In the Internet Age there are a multitude of ways to target, reach and motivate potential customers. Larger organizations that have to move many things around and motivate lots of people to innovate don’t have the freedom to find and focus on the small opportunities. Small organizations can -- if they capitalize on their #1 asset. Speed.
The tragedy of paralysis-by-analysis
The tragedy we see with a lot of business start-ups and smaller organizations is paralysis by analysis when it comes to marketing communications. It’s “ready, aim, fire” with an unhealthy obsession on ready and aim.
These small business leaders take on the marketing function as one of the most important jobs they have. And it is. But there’s such a burden to “get it right,” they freeze-up when they should free-up. Marketing-communications seems like a big gamble. But done right it’s not.
Moving fast doesn’t mean going crazy
At a previous ad agency, I once had a boss who liked to use the phrase, “We’ll build the plane while we fly it” when developing a marketing communications campaign for a client (Or was it “We’ll fly this plane while we build it?”) Either way that always horrified me, because such plan would guarantee a failure. -- and a crash.
But moving fast doesn’t mean leaping unprepared into the darkness. It just means working smartly and efficiently and making timely decisions like your business depends on it.
We know a client who is obsessed by his Web site -- to the exclusion of all other marketing and communication tools. He sees the Web site as the centerpiece of his ad campaign. It is. But a Web site is only one part of the plan and the brand. (And perfection is the enemy of the good.)
After careful aim, some are afraid to pull the trigger on a campaign – no matter how modest or expensive. They are paralyzed. And in this fast moving economy you can’t afford to freeze up.
Organic Marketing: The Way To Grow
Launching a marketing communications effort shouldn’t feel like you’re putting all your business’ chips on black (or red).
For a small organization or brand, the marketing investment needs to start small and grow organically. Organic Marketing builds on successes, naturally. General Electric or General Motors can’t do much of anything without affecting a host of stakeholders. You, on the other hand, don’t have that problem.
New products, services and causes all need marketing but each should start as a small investment. Maybe it’s a low-cost social media campaign or a business card and letterhead. Or a trade ad. Or maybe just a flyer.
It all depends on your target audience and what your objective is. Don’t rule out bigger or more glamorous media. But start small and experiment. And make every marketing investment be accountable in dollars for return on investment.
No matter how small or basic a strategy or idea is, it must pay for itself in terms of awareness, preference and sales. That’s true if you’re executing a rebranding strategy, launching your first website or doing some flyers.
We’ve got to fly!
We’re Mosquito Communications and we’re launching this blog today. And we’re all about “marketing small.” To learn more about Mosquito go to www. mosquitocomm.com
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