Samuel Brealey post an article about small business marketing titled Marketing: it’s not the size, it’s how you use it.
« There is a sad belief that marketing properly is only possible for larger businesses, with huge budgets and departments but nothing could be further from the truth. »
« Every business needs to be able to adequately answer these three questions:
- Where are we now?
- Where do we want to go?
- How do we get there?
Simple in explanation, complicated in getting there. Simple and clear is clever, [convoluted] and full of jargon is not. »
« It’s about helping businesses with a roadmap. There are many routes to go but some are more fruitful than others and some are just downright impossible to go down. Good marketing helps businesses choose the best routes. »
« The problem for small businesses is the binary nature of how marketing is viewed, it’s seen as a choice between either doing or planning. It’s seen as advertising and communications, not strategy and planning. It’s not binary, it’s multiplicative and all the components work much better together when the foundations are laid properly. »
« A warning, this doesn’t mean that businesses should be ‘agile’ which for the most part simply means clueless and all over the place. Agile is something you can do in operations day to day, it is not anything to do with marketing. »
« Marketing strategy in [its] simplest form is about helping businesses to make informed choices about what not to do. The reality of life is that all we can do is make informed choices based on what we know rather than uninformed choices made on very limited information. »