Branding a Small Business - Look at the "Big Boys"

As a marketer, and in this blog, you will continually hear me talk about "branding", and keeping a consistent presence in your market.

As I watched the Food Channel last night, I again noticed two companies that had sponsored one of the programs - Goya Kidney Beans and Subaru.  Now, the fact that they have likely paid thousands and thousands of dollars to have their logo up on the screen as a sponsor (for probably two seconds total), AND that they also have paid (many more thousands) for commercials within the programming time, makes me think about the small businesses that I work with.

So many owners of small businesses want and expect an IMMEDIATE return on their investment.  If they spend $200 on an ad, they want to see traffic right after the ad goes out.  Although sometimes this can be expected, many more times, they have to understand that their ad is like a seed - and this seed takes time to grow.

That is EXACTLY what large companies and multi-national corporations do.  Do you think Subaru will have a client come in and say "I saw your commercial on Food Network"?  NOOOOO!!!!  But after seeing the Subaru ads, sponsorships, and promotions (over a period of time), a consumer is likely to eventually research and purchase that brand.

It takes time.  And it takes a dedication to a long-lasting marketing program.  Even if it is small, you are throwing your money out the window unless you are consistent.

Social Awareness & The Greater Good

Last night, at a networking meeting called "Green Drinks" (in Pueblo, Colorado), there were 31 people to come out and voice their interest and dedication to RECYCLING.

Many of these folks had seen the ad in the January/February edition of That's Natural!  Many of these folks were on our That's Natural! email list.  And many of these folks had heard about the organization through the founder of Green Drinks Pueblo - Dena Stevens (who is an EcoBroker).

How did this WORK?  How did these people come out on a very cold Tuesday night?  Why did they?

SIMPLE - they are socially-aware and socially-responsible consumers.  They are willing to take the time to learn about products and services that are good for them, their community, and their local economy.

Is your marketing effort reflecting your dedication to socially-responsible consumers?  Perhaps now is the time to find out, and to hop on the Sustainability Wagon! 

Effective Marketing - Call to Action

Are you a small business?  A sustainable business?  An entrepreneur?  A farmer?  A dreamer?  A believer?

Never in history has there been a better time to take a good look around you and decide if you are here to stay.

We are in a new market folks.  And if you want to keep your doors open (and make money with those doors open), then you better have a good marketing plan.

New Market = New Plan

Welcome to your resource for tips and and techniques to market your small business.  If you want to play with the big-boys, you better be ready to run.  I want to help you do that effectively.  

Because I believe in the power of a consumer and the power of a free-market economy.  And that is really all that this is about.