In case you haven’t noticed, we are under attack each day of our lives. We are under a constant bombardment of advertising messages coming from all directions. The average American is exposed to 3,000 advertising messages each day. Most of them are coming from major corporations hoping that some of their messages will resonate with consumers. Most will fail. Today there are ads on the parking lot lines outside of stores. There are ads on floors of supermarkets, cash register receipts, in bathroom stalls and even in the bottom of golf holes. You go to a movie to avoid the onslaught of television commercials and you are “entertained” by a series of commercials until the movie begins. Then you are discreetly (or, not so discreetly) bombarded with product placements during the movie. When you turn on the TV (about 4 1/2 hours a day for the average American), you see a series of product placements and plugs throughout shows until they break for commercials. Watch any late night show, such as David Letterman, and the vast majority of guests are there strictly to plug their latest movie, book or project. In many ways it is almost scary today being a small business owner competing in the world of big businesses. Most small companies have limited resources, small staffs and limited marketing knowledge. Making a major TV buy is not an option. You have your $10,000 advertising budget (if you’re lucky), while a major company, such as Procter & Gamble, will spend more than that on a single focus group. How can you compete with corporations such as Budweiser when they are dropping millions of dollars per Super Bowl spot? No doubt it is often a David and Goliath scenario in the marketplace, but that doesn’t mean small businesses can’t use a little marketing creativity and break through the media clutter. Sometimes whispering in a room of screamers can be far more effective.
Creating the Buzz
First, you should understand the power of word-of-mouth marketing. Great marketing is getting your friend or neighbor talking about your company, product or service. Word-of-mouth marketing is often referred to these days as “buzz marketing,” “viral marketing” or even “network marketing.” No matter what you call it, it is vital to the success of a small business. The key question is: “How do you get people to talk about your product or service?” For starters, social scientists say that each person has 8-12 people in their close network of friends, family and associates. Each person’s broader network may consist of hundreds or thousands of people.
The theory of buzz marketing is that similar to a stone dropped in the water, the ripples get larger and larger and continue spreading. It can start with you talking about your business at a party, at a chamber of commerce gathering, at a civic club, etc. Another way to generate buzz is by giving something away for free or offering a really great deal. Viral marketing frequently involves delayed gratification for your business; but the payoff can be huge in the long run.
Trial Promotions As an example, let’s say you have a product that relies heavily on repeat business. Why not get customers to come in for a free trial? For the free trial all you ask is their name, address, e-mail, phone number, business, etc. Sure, you may not make any money on this initial contact, but you have enticed them into your business and into trying out your product. And, you have information that you can use in the future. If you have a good product or service that satisfies a need, customers will come back for more. And, they will tell their family, friends, co-workers and others. The playing field is not always equal when you are trying to compete against major corporations. However, it takes a ship a long time to turn while your small business “speedboat” can turn on a dime. Buzz marketing is something you can start today. So, get it started.
John Landsberg has operated Bottom Line Communications, a Leawood-based marketing communications company (www.bottomlinecom.com) for more than 10 years. He is also an adjunct professor of marketing, mass media, consumer behavior and public relations at Baker University’s School of Professional and Graduate Studies. You can reach him at
jlandsberg@bottomlinecom.com or (913) 338-5760.
