subject: As a Small Business You're Always Marketing, Whether You Know It or Not [print this page] If there ever was a time when a small business could think of marketing as a "when we get around to it" choice or a "when we can afford it" option that time is long past. The choice is no longer if you will market your small business, but only how.
While most small businesses kind of understand that when they run an ad or send out a sales rep to knock on doors they're doing "marketing," in reality marketing your business is a whole lot more than ads and sales. Here are just three examples:
Take choosing your business name. "Dave's Bakery" is a name, but doesn't really tell us much from a marketing perspective. But "Dave's Fresh Donuts" or "Dave's Gourmet Bread Oven" or "Dave's Wedding Cakes" tells customers or potential customers a great deal.
Okay, you've found a neat location for your new business. While you are busily painting and installing counters and merchandise display racks, did you think to put a big sign in the window that says "Coming Soon Dave's Fresh Donuts"? Or did you just let dozens or maybe even hundreds of potential customers walk or drive by without having their curiosity met?
When you're finally open for business, who gets to choose what music is played over the store's sound system? Is it your employees, who will tend to choose the music style they like to listen to? Or will you play what your customers would be comfortable hearing?
Indeed, there really isn't an "if" choice at all, because as a small business you are always marketing, whether you know it or not.
As a Small Business You're Always Marketing, Whether You Know It or Not
By: Dave Ramacitti
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