How can you convince a small struggling business owner that marketing involves much more than merchandising?

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donnishabrown071

How can you convince a small struggling business owner that marketing involves much more than merchandising?

glenwiner

It's tough if she's really struggling.

Most inexperienced small business owners cut back on marketing first, when there's a business downturn and profits dry up. It's hard for most owners to spend on marketing when they are having trouble.

However, I've always said I'd turn the lights out in the store before I'd cut back on marketing. In fact, when times are rough, it's time to kick up the marketing!

I'd help this owner by showing her some low-cost/no-cost marketing ideas. Try some things that are easily measurable, so she can see that they are working.

Things like flyers, door hangers, even outbound sales calls can get business going, and are easy to measure.

While a lot depends on the kind of business that it is, there are likely many ways that marketing can help.

On slow days in my store, I've actually gotten out the phone book and called people to tell them about sales or new products (check the Do Not Call List first!). I would get together with another store owner nearby and do a "sidewalk sale" with as little as one table of goodies.

There are lots of ways that can work, but she needs to see some results before she commits to spending.

Good luck!

doktordbel

Put together a presentation that spells it out in simple terms and if he doesn't get it he probably doesn't want to.

sir COPE

explain to him or her that marketing is key in establishing customer recognition and association of a product it also alows a chance to describe the benefits in one product over another..and for a small business owner it is very important to establish the importance of his product over a larger more well known company to build a customer base. Hope this helps

Alex S

A good swift kick to the groin should convince him!

JazLive

You can offer the "merchant" a sample of your "success". If you "sponsor" a small campaign that actually generates customers to his/her Establishment. The "merchant would be foolish" if (s)he failed to get you to repeat the performance. My site offers printable coupons! Maybe you and I could put together a small campaign that could help your merchant.

edwardfastcutter

I'm Thinking!!!!!!

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