By Mark Scott, director, Market MontGOmery Chamber & Tourism • In two previous columns (Part 1 and Part 2) we looked at celebrity endorsements and product placements in movies that have great marketing effects, and we saw how obscure and outlandish things can lead to publicity and good results. So what about normal, everyday business?
First, don’t think of your business as being “normal” and “everyday.” If you’re filling a void in the marketplace by offering hard-to-find products or services, or you’re doing something quicker than others, or you’re simply offering convenience of travel time or something better… then you’re unique.
The United States Postal Service delivered packages, but FedEx started offering fast shipping. There were restaurants before McDonald’s, but they were unique in fast, friendly service. Pet Rocks were needed by no one, but the humor was unique. Shirts have been around for a long time, but Simply Southern shirts have risen to fame by featuring phrases that many people agree with but hadn’t put on clothing before.
As for promotion, perhaps you remember FedEx’s commercial with the speed talker. Or McDonald’s saying, “You deserve a break today,” and making it feel like a vacation to go to McDonald’s.
But Simply Southern is my prime marketing example this week because the best marketing small businesses can do is encourage their existing customer base to talk about and promote them. In the case of Simply Southern, people wearing their shirts do the talking and marketing for them.
People are always asking friends, family and even us at the chamber to recommend a great place to eat, or a plumber, babysitter, lawyer, etc. That’s one of the reasons Facebook has done so well. Your FB friends are generally “like-minded” people so you trust them to tell you who you should use and why.
Spread the message of what makes you unique to friends, family, chambers of commerce, on Facebook, etc. Help that message along by including it on products, shirts, in newsletters and blogs, and create partnerships with other businesses, perks for business referrals, etc., and watch your business grow.