A Big Fish In A Small Pond

July 14, 2010 by  
Filed under Featured, Offline Marketing 101

To judge a person’s ambition, many people will ask the question “Would you rather be a big fish in a small pond, or a small fish in a big pond?”. When it comes to marketing, the answer to this question realistically has to be the first one. By advertising locally you can spend a lot less money than going further and wider. You can also gain the full attention of a smaller number of people, rather than barely registering with thousands. Concrete attention is what you are looking for in a potential customer.
This is not a lack of ambition, it is playing the percentages. If you wish to one day be a big company, throwing all your money away upfront to try and stir the attention of a marketplace that has plenty of other contenders clamoring for it is not a sound strategy. Becoming number one in your locality gives you a chance to diversify into neighboring territories before eventually becoming a feature on a more national stage.

It is important to be conscious of what will work for you. Ambition is a fantastic thing, but you do not want to get confused between ambition and recklessness. Business needs to be done in full awareness of what you need to do to be successful. There’s plenty of time to reach for the stars, so you should look to build a decent ladder before you try. It’s not aiming low, it’s being aware of what is possible and making sure you grab it.

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Give The Public What They Want

July 14, 2010 by  
Filed under Offline Marketing 101

An eternal rule of marketing is “Celebrity sells”. There are various reasons for this. The presence of a celebrity in an advertising campaign is likely to raise awareness, so people will notice the product more. If people think that the celebrity actually uses the product, then that makes the public even more likely to want it. And if the public see that you have the pulling power to attract a celebrity, they will respect you more automatically. At least one of those statements is horribly depressing, but all of them are true.

In cold-eyed marketing terms, however, there is no disputing the fact that having the endorsement of a local celebrity (or a national celebrity if you can afford it or somehow convince them to be part of things) is a big seller. When it comes to attracting customers, star power is still one of the surest ways to get customers through the door. If you cannot attract a major sports star, or a TV legend, then think a bit more broadly. Who is the local boy or girl who made good? Failing that, who is the star player for the most popular sports team in the area?

The most important thing in attracting customers with the power of celebrity is to pick someone who can give the impression of actually wanting to be there. Many celebrity endorsements have fallen flat because the celebrity turned up late, more or less read from a card “I am a big fan of this service or product” and left about fifteen minutes before they were due to. If you have networking skills, this is where they come in useful.

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All The Fun Of The Fair

July 14, 2010 by  
Filed under Offline Marketing 101

Trade fairs have been part of local and regional business for some years now, and they are still an excellent way of getting more interest in your business. By attending trade fairs and being a visible presence it is possible to show that you are a relevant company with a lot to offer, and to make valuable contacts which may be beneficial to you later on. Getting a stand at any local trade fair is a good place to start your marketing push.
Trade fairs are fairly unvarnished in what they aim to do and how they go about it. The clue is right there in the name, the idea is to get people doing business. By being a visible presence you can persuade people to find out more about you, and convince them to spend some of their money with you. Walking around the room at a trade fair is one way to get more ideas on how you can connect with an audience, too.

It helps if you are prepared to let your charisma shine out. If you happen to think that you are low on charisma, ensure that a company employee who has more charisma is on the stand at all times. It’s unbearably corny – and even more unbearably true – that being smiled at makes people more likely to do business. This works, as long as the smile is more along the lines of “we’re a fun company and we’d like to work with you” than “I’m sitting here because I’m not sure I can pay the mortgage this month”.

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