Marketing a small business - the ingredient that builds customer loyalty
In the rush to get a business off the ground, it is often easy to overlook the fact people can’t support your business unless they know who you are and what you’re offering. Having a good physical location isn’t enough; marketing your products and services is a business essential.
So says the Business Coach, who stresses that regular marketing that is budgeted for can help a business weather virtually any storm. This applies particularly to the ultimate business disruption of moving to new premises. The advice to all viewers of the Business Coach on SABC 3 is to plan marketing so that it is an integral part of a business from its inception.
Clive Pintusewitz, head of Small Enterprise and Enterprise Development at Standard Bank agrees. “The time to begin thinking about how your business can be marketed starts when an entrepreneur begins drawing up a business plan,” he says.
Start the marketing planning process by considering several elements, says Mr Pintusewitz. These include:
• Choosing the correct locality for your businessVisibility and location are important in marketing a small business. When selecting a site for an enterprise the owner should assess whether the product or service being offered is required by the community surrounding the proposed locale.
• SignageIt is essential to ask about the signage rights at the premises, and check whether signs will be visible to passing traffic. A portion of the start-up budget should then be allocated to signage. “It is important to realise that consumers see thousands of signs a day. Signage should therefore be bright, stand out from other advertising ‘clutter’ and be professionally made. Home-made signage should be avoided as it does not generally inspire confidence,” says Mr Pintusewitz.
• Deciding how to inform your potential customers about the businessIn a small catchment area this could be through inserts in the local newspaper, leaflets in letter boxes, lamp post posters or other identified opportunities.
• Building a customer databaseIt pays to be able to communicate with customers via e-mail, SMS or letter. Reminding them at a regular basis about your business will pay dividends.
• Use a variety of marketing toolsPost news on the business, special offers and product information on social media sites such as Facebook or Twitter. Print carrier bags that carry the business’ logo and contact numbers. This alone could differentiate your business from others in a small suburban shopping centre.
• Getting a good name for service and qualityThink about providing uniforms for staff so that you have a strong ‘brand’ that people will remember. This need not be expensive. It could be as simple as getting staff to wear branded shirts or blouses with blue jeans.
“Taking steps like these to entrench your business in the minds of customers really pays if a decision is made to move the business to a new location or bigger premises,” says Mr Pintusewitz.
“With a developed database a business owner can send messages informing customers of an impending move. It could also be appropriate to place an advertorial - a story that is paid for in the local newspaper. This can be used to emphasise the name of the business, the reason for moving, the range of services or goods offered and what the new store will offer customers.”
“If the marketing budget allows, make sure that bright signs advertising the move are placed in the old premises. Going further and giving customers a memento – a key ring or fridge magnet for example – with the new address highlighted will also build awareness.”
“Generally, however, what will ensure sustained business and customer loyalty through a move is high levels of service and customer satisfaction. The happier customers are, the more likely they are to be loyal and follow a business to a new site,” says Mr Pintusewitz.
Anyone interested in getting assistance with the basics of marketing and other aspects of business can now accessing the “Coach Yourself” modules online at http://thebusinesscoach.standardbank.co.za, where business issues, problems and challenges are all fully examined and explained.
Note to the editor:
In the 12th episode of The Business Coach that aired on Sunday, 16 September, we saw how moving to new premises without proper marketing being undertaken, can impact on the viability of a business.
In the 13th and final episode of The Business Coach scheduled to air on Sunday, 23 September, Greg Mason will review some of the challenges faced by entrepreneurs profiled on the programme over the past 12 weeks. Viewers can tune in at 4PM to for a recap of the series and the advice given by the Business Coach.
Mary Gearing | Account Director
Magna Carta Public Relations
So says the Business Coach, who stresses that regular marketing that is budgeted for can help a business weather virtually any storm. This applies particularly to the ultimate business disruption of moving to new premises. The advice to all viewers of the Business Coach on SABC 3 is to plan marketing so that it is an integral part of a business from its inception.
Clive Pintusewitz, head of Small Enterprise and Enterprise Development at Standard Bank agrees. “The time to begin thinking about how your business can be marketed starts when an entrepreneur begins drawing up a business plan,” he says.
Start the marketing planning process by considering several elements, says Mr Pintusewitz. These include:
• Choosing the correct locality for your businessVisibility and location are important in marketing a small business. When selecting a site for an enterprise the owner should assess whether the product or service being offered is required by the community surrounding the proposed locale.
• SignageIt is essential to ask about the signage rights at the premises, and check whether signs will be visible to passing traffic. A portion of the start-up budget should then be allocated to signage. “It is important to realise that consumers see thousands of signs a day. Signage should therefore be bright, stand out from other advertising ‘clutter’ and be professionally made. Home-made signage should be avoided as it does not generally inspire confidence,” says Mr Pintusewitz.
• Deciding how to inform your potential customers about the businessIn a small catchment area this could be through inserts in the local newspaper, leaflets in letter boxes, lamp post posters or other identified opportunities.
• Building a customer databaseIt pays to be able to communicate with customers via e-mail, SMS or letter. Reminding them at a regular basis about your business will pay dividends.
• Use a variety of marketing toolsPost news on the business, special offers and product information on social media sites such as Facebook or Twitter. Print carrier bags that carry the business’ logo and contact numbers. This alone could differentiate your business from others in a small suburban shopping centre.
• Getting a good name for service and qualityThink about providing uniforms for staff so that you have a strong ‘brand’ that people will remember. This need not be expensive. It could be as simple as getting staff to wear branded shirts or blouses with blue jeans.
“Taking steps like these to entrench your business in the minds of customers really pays if a decision is made to move the business to a new location or bigger premises,” says Mr Pintusewitz.
“With a developed database a business owner can send messages informing customers of an impending move. It could also be appropriate to place an advertorial - a story that is paid for in the local newspaper. This can be used to emphasise the name of the business, the reason for moving, the range of services or goods offered and what the new store will offer customers.”
“If the marketing budget allows, make sure that bright signs advertising the move are placed in the old premises. Going further and giving customers a memento – a key ring or fridge magnet for example – with the new address highlighted will also build awareness.”
“Generally, however, what will ensure sustained business and customer loyalty through a move is high levels of service and customer satisfaction. The happier customers are, the more likely they are to be loyal and follow a business to a new site,” says Mr Pintusewitz.
Anyone interested in getting assistance with the basics of marketing and other aspects of business can now accessing the “Coach Yourself” modules online at http://thebusinesscoach.standardbank.co.za, where business issues, problems and challenges are all fully examined and explained.
Note to the editor:
In the 12th episode of The Business Coach that aired on Sunday, 16 September, we saw how moving to new premises without proper marketing being undertaken, can impact on the viability of a business.
In the 13th and final episode of The Business Coach scheduled to air on Sunday, 23 September, Greg Mason will review some of the challenges faced by entrepreneurs profiled on the programme over the past 12 weeks. Viewers can tune in at 4PM to for a recap of the series and the advice given by the Business Coach.
Mary Gearing | Account Director
Magna Carta Public Relations
Specializing in helping women reentering the workforce or seeking a new career path.
ReplyDeleteWomen Career Coaching
Customers are the backbone of every business. They keep the money rolling for the company. So, it is important to build a strong customer loyalty for the brand. In addition, the implementation of a good CRM can help find, attract, and create brand loyalty. It also helps in measuring and strengthening customer relationships by determining what customers want from you.
ReplyDelete@Carlene Schnitzer