“We Don’t Need To Do Any Marketing.”
Direct quote from a local small biz. Now, I was thrilled to hear they’ve got more business than they can handle, with lots of repeat customers.
However, as we continued to talk, it became clear the company doesn’t advertise. Ah, now that’s different. Marketing ISN’T advertising. It’s about building relationships, keeping (good) customers, and creating a sustainable competitive position. That includes everything from the parking in front of your store to how you answer your phone.
…and what happens if: Your biggest customer goes out of business? Your current customer base is affected by the economy? You have an unforeseen budget crisis? A faster moving competitor….moves in next door? (The biz manager also told me they really don’t have any competition. Hmmm…I can buy everything I saw somewhere else…and on the Web.)
If you don’t “do marketing” until you need it, it’s too late. The best time to plan for competition…is when you don’t have any (yet).
Related Posts:
No, I Won’t Write Your Brochure
Is Your Marketing Big M or small m?
The Boring Bits of Marketing
P.S. Advertising is simply one tactic in marketing and if not done correctly simply adds to the cacophony and blows your budget. “Tactics without strategy is the noise before defeat.” – Sun Tzu
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Bravo, Mary. Too many business owners get the two terms mixed up (or tangled up, as it were). Everything is marketing, and unfortunately, most businesses fly by the seat of their pants on this, not having a “Plan B” in place. This local business would do well to hire you to set them straight!