By Paul Swansen
What really are advertising and marketing, how are they different, and why are they important to your small business?
According to
Wikipedia, "Advertising is a form of communication that typically attempts to
persuade potential customers to purchase or to consume more of a
particular brand of product or service." And Wikipedia
says about Marketing, "Marketing theory and practice is justified in
the belief that customers use a product or service because they have a
need, or because it provides a perceived benefit." Ok, so there is an
official, net definition.
We know Advertising, as all the interruptions that string together
our favourite TV shows, and what we hear mostly if we listen to
commercial radio while driving around in our cars. Marketing for many
of us is a bit more of a mystery, done in the back rooms and secret
labs by used car salesman types, who actually went to college. Simply,
Advertising is a shotgun approach, or, lets throw the spaghetti up on
the wall and see what sticks. Marketing, hopes to introduce you to a
product or service you know about and enroll you in your need for that
product or service.
I'll assert that most consumers today are victims of advertising,
wandering around blindly not really knowing why they purchase and use
the brands and products they have in their possession. Consumers or
your customers, wander into the grocery store and are faced with 240
different types and kinds of Salad Dressing and a 16-20' food wall of
Bread or Milk. I'll also assert that much of what the majority of
products we purchase have simply become commodities, and have no
distinction to us.
I was recently employed in a small business, less than 10
employees, that has been around for seven years. The family owned
business has seen a 30-50% drop in their business in the past year.
Instead of looking at how to stand head and shoulders above the other
300 businesses in this market, this owner was intent on looking like
and becoming more and more like all the other businesses. Not only in
the local market, but also looking like and doing business like all the
other same business operators throughout the country. The business
owner then wonders aloud to his employees, why things aren't getting
any better.
So what's a Small Business owner to do? As a small business owner,
you know your clients almost intimately. You know their likes and
dislikes, birthday's, anniversary's, soda and radio station
preferences. I'd assert you don't need to advertise to your core
clients, save that for those who aren't aware of what you do, or what
you have to offer. Instead, begin a conversation with your clients.
Yes, talk to them and find out what is working and what isn't working
in your business relationship with them. You might be surprised at the
response to your conversation.
I hope that as a small business owner you'll look to your network
and your social networking tools to grow your business. Yes, you can
survive and thrive in these current times.
Please feel free to leave comments and suggestions, and enter into the conversation I've started.
--
Paul resides in Denver with his wife and 2 cats. Paul is a former,
Radio DJ, and Program Director, Television Program
Director, Public Affairs Officer, Speech Writer, Award Winning Radio
Spot writer, Computer Tech, Event Producer, and Customer Service Guru.
He can also be found on many of the social networking sites as :
paulswansen.
http://winksite.com/pswansen/paulsmobile
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Each
Friday, I open the Brag Basket as a fun place to give someone a pat on
the back, brag, or promote yourself and your projects. The Brag Basket
is open for everyone, whether from a small town, a big city, or
anywhere in the world. (But it's true that I love small town brags!) 
