One major differentiation may no longer be enough to grow a business. Technology and globalization are shaping today’s economy. In my opinion, there are only two kinds of businesses; those who recognize and embrace change and those who disappear. Small businesses don’t make the headlines when they close, but I’ll bet you can name several large companies that have gone bankrupt in the last few years.
I won’t accept the fact that you are a small business and that fact does not allow you to participate in World Class Marketing. First, let me point out that selling and marketing are not the same thing, although, many members of the public and business owners think they are. One of my favorite business writers is Peter Drucker. He wrote “the aim of marketing is to make selling superfluous”. I have often pointed out that as a small business you can outmaneuver the larger, clumsier and over managed firms.
My definition of World Class Marketing is:
- Finding opportunities
- Being open to new ideas
- Integrating new ideas into a workable plan
- Developing, implementing the new ideas
- Making a profit from the opportunities
- Most important, this cycle has to be a perpetual one where all the above mentioned items are continuously being worked.
At least a third of your business time should be devoted to the area of marketing. A successful marketing program requires a non-static Strategic Marketing Plan that is always open to new opportunities. Structure, support and accountability are needed to develop and implement a successful marketing process.
There are three kinds of companies; those who make things happen; those who watch things happen; and those who wonder what’s happened. – Anonymous
Nick J Petra www.strategicduck.com
Be in business for yourself, but never be in business by yourself.
Make it a successful today!