Here’s something we often hear from our clients:
“Not only do I have to compete against the companies in my town, county and region, I’m finding out that I also have to compete against companies from all over the world! What happened to opening a business because people told me I ‘ought to open one’ and then reaping the profits as they roll in?”
The short answer is a lot has happened since the days when one could open their business and expect people to beat a path to their door. It used to be that marketing for most regional and local companies was about getting as many people in their communities to know who they were, and then rely on sales people and sales calls to present what they could do for prospects in hopes they became buyers. Companies advertised in newspapers, phone books, flyers, bus stop benches, car doors, and on and on, with the hope that when someone needed a plumber, doctor, television, sofa or whatever, they would at least call.
This is distinctly not the world in which we live today. Most buyers today do their homework first. They get on line, look for websites that have what they need, check prices and availability if possible, compare brands, features and benefits, and are as likely as not to make decision’s before a company even knows they are in the market. Huge companies take a ‘branding approach” which hopes that when the customer is ready to buy, their brand will be so well associated with what the customer wants, they will think of that brand first.
So what chance does your business have against these behemoths? The expression, “there is a wrench for every nut” applies to the challenges of today’s marketing. Identifying the marketing and communications solutions that will connect with your target audience is essential. And working with an experienced marketing professional can help guide you without breaking your budget.