Posts Tagged ‘tradeshows’

Small Business Marketing Plans For 2013

steveparkhurst | January 9, 2013 in Marketing,Promotional,Small Business | Comments (0)

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AWeber, an email marketing solutions provider, recently polled over 3,000 small business owners and entrepreneurs. You can view the raw data from the polling here. A couple of three really telling questions revealed interesting answers to me. If you are a small business owner looking at 2013, these questions should grab your attention as well.

This first question is not a huge surprise, but sometimes the visual really helps:

AWeber Small Business Survey 2013

As you can see, 68% of your competition is planning to spend more on marketing in 2013. Now we all know that spending more does not mean selling more. All marketing is an investment though, and perhaps these businesses are positioning themselves for a move in the future, or possibly expansion. Do you know what they are up to? Can you afford to sit back and wait?

You can certainly spend foolishly and invest poorly. But you can also make some really good investments, maybe in social media or online advertising. There is no dollar figure attached to these percentages, for a small business owner an “increase” answer to the poll could mean spending $11,000 in 2013 as opposed to $10,000 in 2012.

The next two questions deal with particular outlets (or channels) for marketing:

AWeber Small Business Survey

These numbers are again worth analyzing. I would suggest not looking at these numbers and focusing on just the increases. I find myself intrigued by the “I don’t use this channel” answers. If you will notice on the bottom question, with regard to “print advertising” 61.9% say they don’t use that channel, just as 72.1% say they don’t use “tradeshows”. Those are both sizable numbers, and I think both numbers seem like a drop off, or a decrease in that sort of marketing. This might be the time to ask if “print advertising” or “tradeshows” might be right for you. With both of these channels, you can dominate the market with your marketing.

On the print side, there are now numerous specialty print publications. For instance, many cities have publications that are weekly entertainment and dining listings. If you own a restaurant or bar, these publications may be a great place to run weekly print ads with your upcoming features, great deals or special events. As for trade shows, these can range from gun shows to wedding or floral expos to quilting conventions. Depending on your business, no matter how niche or general you may be, these tradeshows offer you a unique opportunity to interact with a proven target market. Your display needs to be smart and your possible giveaways need to be effective, even if these are just refrigerator magnets or writing pens.

Conversely, hardly anyone does not use email marketing or does not have a business website. If you are using those channels, this is not the time to quit, but it is time to ask what you are doing to rise above the crowd, to really make your business stand out.

We are always here to help, even if it is just offering some advice or guidance. You can engage us here on the blog, tweet us @ParkhurstGroup or fill out our contact form.