They're copying you, so copy them back!

You will often hear big name business speakers talk about the big name brands they’ve worked with and the marketing strategies those big brands have employed to drive the connections they make to consumers, especially in the B2C arena.

What you don’t often hear about is that many of these companies actually spend a lot of time trying to replicate small businesses!! 

There is a desire in big, lumbering organisations to mimic the nimble, quick-to-market approach of a small company – this is the whole David v Goliath message!

Take, for example, one of the giants in the motor industry, Volvo, who were a very conservative, traditional risk-averse company but who changed their manufacturing process to offer individually tailored cars. This was their 'build your own car' programme – and this has now been copied by many of the motor manufacturers. This change was based on the belief that the one-size-fits-all production line for cars was not flexible enough for the consumer demanding a more personalised experience.

Volvo are now focusing their marketing efforts entirely on what they call the "designer's choice car" - the next step on from the 'build your own car' model. Read the full article HERE.

Coca Cola, Marmite and a host of other global brands now have established programmes adding the most common peoples names on their products instead of the company logo. This is big companies wanting to demonstrate the flexibility and versatility of a small business.

So, what does this all mean to you?

Put the shoe on the other foot – here are 4 things that you can learn from big businesses:

1. Bring the experience close to home

Many big companies are doing less sponsorship in local areas now, as they try to focus their reduced budgets and have struggled to justify the ROI on big spending campaigns – so fill the gap in your local market.

Support your local football team or sponsor your local hospice or fund to decorate a significant roundabout – your community will take note of your involvement!!

2. Get your message out now

Big companies will have media agencies to plan their ad campaigns months and sometimes years ahead, but with the proliferation of social media you can make a noise in a very much smaller timescale and with little or no cost. But you must give your messages serious thought first.

The acid test is “what would make you stop and look at this message”. It’s unlikely to be a hard 'buy this from me now' sales pitch. Think again about the Coca Cola campaign. This 130 year old brand has outperformed the soft drinks market because they’ve changed a logo for an individual name – what can you change to make your engagement with your customers more personal? And then how can you use social media to promote the change?

3. It’s business, but make it personal

Big companies are very good at selling by using a personal story. And the big organisations that lead the way in this approach are the charities. Consider this very impactful video from Breast Cancer Care – you can’t help but empathise with the individuals.

So in your small business, don’t be afraid to tell the story of your own developments with a view to giving your customers and prospects an understanding of your and your team. In essence, you are giving your company a personality! (But remember the objective here is to grow your business, not just talk about yourself, so always have a point!)

4. Finally, use the data

Big companies spend millions on ‘big data’ and analytics. When you place an order with Amazon, for example, less than 24 hours later you get an email suggesting you review your purchase, or offering other products that you might also be interested in.

The cost of access to these data tools, such as Google Analytics, has plummeted and many are now free. Try different approaches to target your 'sweet spot' audience and use the data to review the success, then tweak, adjust and try again until your get exactly the right formula.

Remember, a great idea doesn't care where it comes from!

Steve

The Imora Marketing Academy