Micro Business Marketing

[Anon2718]

I am looking for solid practical examples of how your standard micro enterprise marketed themselves on a low budget.
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Something like company X had 10,000 leaflets delivered to the area they serviced and this resulted in sales inquiries increasing by 50%.

Company Y had branding placed on their company vehicles which resulted in sales increasing by about 15%.

Company Z put a guy on a high street every day for a week holding a sign which increased website visits by 10%.
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We have seen the discussions about AirBNB, LinkedIn ect but lets bring it back to the type of business that most of us are dealing in.
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Some criteria:

• Must be a UK company.
  
• Must be a micro enterprise so lets say max 10 employees, max turnover £5 million.
• Annual marketing budget max £100,000.

 

[AllUpHere]

The examples would be of little use. With marketing, it's not what you do, but how you do it.

 

[Mr D]

OK some years back - newspaper ad, calls that resulted were around 30 to 40 a time.
1000 leaflets delivered - around 20 to 25 calls resulted, often better calls as leaflet contained more info than basic ad.
The newspaper ads basically worked for 24 hours or so, then nothing more. The leaflets could be days or weeks to get all the calls made as people do not necessarily read them same day as delivered.

 

[ethical PR]

I am looking for solid practical examples of how your standard micro enterprise marketed themselves on a low budget.
---
Something like company X had 10,000 leaflets delivered to the area they serviced and this resulted in sales inquiries increasing by 50%.

Company Y had branding placed on their company vehicles which resulted in sales increasing by about 15%.

Company Z put a guy on a high street every day for a week holding a sign which increased website visits by 10%.
---
We have seen the discussions about AirBNB, LinkedIn ect but lets bring it back to the type of business that most of us are dealing in.
---
Some criteria:

• Must be a UK company.
  
• Must be a micro enterprise so lets say max 10 employees, max turnover £5 million.
• Annual marketing budget max £100,000.

What are you using this information for?

 

[Anon2718]

The examples would be of little use. With marketing, it's not what you do, but how you do it.

When you are consulting for a small business person and they have a simple aim of increasing sales and profitability it's one thing to explain to them that "marketing is everything you do" but there comes a point where you will recommend they do X action because it will result in Y result and you can back this up with examples to justify your cost to the business? We aim to provide an exceptional customer experience and while providing expensive aloe vera toilet paper in the customer toilet may be a positive it is probably not the best use of our limited time and funds so I would try to focus on those areas that have the biggest impact.

 

[Anon2718]

OK some years back - newspaper ad, calls that resulted were around 30 to 40 a time.
1000 leaflets delivered - around 20 to 25 calls resulted, often better calls as leaflet contained more info than basic ad.
The newspaper ads basically worked for 24 hours or so, then nothing more. The leaflets could be days or weeks to get all the calls made as people do not necessarily read them same day as delivered.

It really seems that expensive newspaper ads are not a great way to go for small businesses who are looking to generate sales at the time and not generate brand awareness necessarily.

 

[ethical PR]

If you are proving marketing consultancy support a) you should be able to provide examples/evidence based on previous experience b) you will know that it is irrelevant if you provide an example of say an accountant spending 80k on an integrated on and offline campaign based on a well researched marketing plan if your web design client only has 5k and wants to throw money at an online ad campaign without having a clear idea of their target market or benefits.

one business can do well because they have well designed on message copy using channels that engage their target audience and another fail using the same channels because they haven’t.

 

[Mark T Jones]

When you are consulting for a small business person and they have a simple aim of increasing sales and profitability it's one thing to explain to them that "marketing is everything you do" but there comes a point where you will recommend they do X action because it will result in Y result and you can back this up with examples to justify your cost to the business? We aim to provide an exceptional customer experience and while providing expensive aloe vera toilet paper in the customer toilet may be a positive it is probably not the best use of our limited time and funds so I would try to focus on those areas that have the biggest impact.

I think the point really is that 'a little knowledge is a dangerous thing'. Bob's supplies might have had fantastic results from a leaflet campaign - Sid's supplies might do a leaflet campaign and fail dismally; because Bob's success wasn't in the medium, it was in the timing, the message, the offer or whatever.

On the original question, some while ago, a client who was a very small computer repair business, somewhat randomly advertised on the side of a bus. Said it brought in loads of business.

 

[Anon2718]

What are you using this information for?

Primarily advertising a couple of businesses. There is also some ideas I have where I am looking at strategy and costings to see if it is viable for me to undertake in the future. Basically I'm looking to drill down to specifics as while I understand the need for the theoretical elements of a conversation around marketing eventually actions have to be prioritised based on fact based evidence.

Effectively I want to imagine that a business owner has given all the information he has on his business and customers to a marketing consultant. He has already received his first invoice from the consultant for £3,000. He has spent a week compiling and providing information. He now looks at the consultant and says to the consultant... " Right, that's enough planning... I want to take some action today that will have a noticeable impact of my profitability... Time to see a return on my investment buddy".

What would that advice be (you can set the scenario) which people here may be able to adapt to their situation? What and why basically.

 

[Anon2718]

If you are proving marketing consultancy support a) you should be able to provide examples/evidence based on previous experience b) you will know that it is irrelevant if you provide an example of say an accountant spending 80k on an integrated on and offline campaign based on a well researched marketing plan if your web design client only has 5k and wants to throw money at an online ad campaign without having a clear idea of their target market or benefits.

one business can do well because they have well designed on message copy using channels that engage their target audience and another fail using the same channels because they haven’t.

I completely agree.

It sounds like an insight into the accountants integrated on and offline campaign would be quite useful information for many people here.

Can you point to a resource that would take this example and go into a detailed what and why of this campaign?

 

[Anon2718]

I think the point really is that 'a little knowledge is a dangerous thing'. Bob's supplies might have had fantastic results from a leaflet campaign - Sid's supplies might do a leaflet campaign and fail dismally; because Bob's success wasn't in the medium, it was in the timing, the message, the offer or whatever.

On the original question, some while ago, a client who was a very small computer repair business, somewhat randomly advertised on the side of a bus. Said it brought in loads of business.

Timing is definitely a huge factor. If it worked so well the first time why didn't he do it again the following month?

 

[Mark T Jones]

Timing is definitely a huge factor. If it worked so well the first time why didn't he do it again the following month?

No idea if he did or didn't - I'm in finance, not marketing

 

[Anon2718]

I am also. Ultimately if a company is going to spend money on marketing or advertising the aim is to try to get to a point where you can say for each £x spent on this activity it will generate £y revenue/profit, ect.

If this person spent £800 on a leaflet distribution which resulted in £6,000 additional sales and a net profit of £2,500 he knows he should sent out another leaflet drop in 1 or 2 months if he doesn't have a more profitable advertising avenue available for his limited funds. He should have been asking new customers how they heard about his business to track this to a certain degree. That is a simple, practical and easily understood example of marketing and a way to try to work out the return on the investment made in this leaflet drop.

 

[Mark T Jones]

You appear to be aiming for the 'magic bullet' type of customer. In fairness it will be very attractive to many small businesses; though customer retention will be low.

 

[ethical PR]

I completely agree.

It sounds like an insight into the accountants integrated on and offline campaign would be quite useful information for many people here.

Can you point to a resource that would take this example and go into a detailed what and why of this campaign?

No I can’t it was just a made up example to try and point out to you that what you are asking for is neither relevant or possible.

 

[Anon2718]

I am really just trying to direct the conversation to specific actions companies have taken and have a conversation about why they did it and off possible the result of this action. There is only so much vague theory that can be listened to before getting to the point of looking for specific cases. I assume there are lots of them available so I would appreciate a point in the right direction.

 

[Anon2718]

No I can’t it was just a made up example to try and point out to you that what you are asking for is neither relevant or possible.

That's my point in a nutshell

It's of no use whatsoever.

Something that would be useful is a link to a case study of a real or fictious accountancy firm with a detailed insight into a marketing strategy they implemented. A solid practical example is a great starting point.

 

[ethical PR]

Primarily advertising a couple of businesses. There is also some ideas I have where I am looking at strategy and costings to see if it is viable for me to undertake in the future. Basically I'm looking to drill down to specifics as while I understand the need for the theoretical elements of a conversation around marketing eventually actions have to be prioritised based on fact based evidence.

Effectively I want to imagine that a business owner has given all the information he has on his business and customers to a marketing consultant. He has already received his first invoice from the consultant for £3,000. He has spent a week compiling and providing information. He now looks at the consultant and says to the consultant... " Right, that's enough planning... I want to take some action today that will have a noticeable impact of my profitability... Time to see a return on my investment buddy".

What would that advice be (you can set the scenario) which people here may be able to adapt to their situation? What and why basically.

Whichever way people try and explain it to you - you don’t seem to be understanding the basics. My advice is that if you don’t have the knowledge/skills to be able to put a measurable marketing plan in place then employ a marketing/PR person who does.

You can’t simply adapt a marketing activity that works for one business and assume it will work for another.

Any decent strategy or plan will have a schedule of activities with measurable actions that can be evaluated against SMART objectives.

 

[ethical PR]

That's my point in a nutshell

It's of no use whatsoever.

Something that would be useful is a link to a case study of a real or fictious accountancy firm with a detailed insight into a marketing strategy they implemented. A solid practical example is a great starting point.

Have a look at PR Week, CIPR, Campaign, CIM loads of case studies and award entries - but as everyone has said they won’t be relevant for your clients. They need bespoke solutions. Hard to believe that if you have a knowledge of marketing strategy that you are failing to grasp this.

 

[NickGrogan]

read this

Scientific Advertising by Claude Hopkins

Ogilvy on Advertising by David Ogilvy

read Scientific Advertising again

" Right, that's enough planning... I want to take some action today that will have a noticeable impact of my profitability... Time to see a return on my investment buddy".

"No problem, you've told me that these are your 10 ideal customers, today you are going to write each one of them a sincere letter telling them what you can do for them. You are going to offer each one a 1-3 month free trial/sample of (whatever you sell). You are going to print the letters on high-quality paper, sign them personally and then FedEx them along with a brochure/sample/book to each contact."

 

[Chris Ashdown]

Why are you acting for your client when you appear to have no knowledge of marketing, and by the sound of it just a con to your customer, or at least that's the way you are coming across from your posts

There is never repeat never only one way to market, either a company or it's goods and so many different things to take into consideration plus many different avenues to market from or in

 

[Matt Tomkin]

What are you using the information for? Will this be to help your micro business?

 

[Mr D]

It really seems that expensive newspaper ads are not a great way to go for small businesses who are looking to generate sales at the time and not generate brand awareness necessarily.

Depends.
For some businesses it works. For some it may not work as well as other methods.

Time wise, providing the advert took minutes. Delivering 1000 leaflets took me about 8 hours. Though for a hundred quid or so (at the time) could have got them delivered.

 

[ethical PR]

What are you using the information for? Will this be to help your micro business?

already asked and answered @MattTomkin

 

[Anon2718]

Whichever way people try and explain it to you - you don’t seem to be understanding the basics. My advice is that if you don’t have the knowledge/skills to be able to put a measurable marketing plan in place then employ a marketing/PR person who does.

You can’t simply adapt a marketing activity that works for one business and assume it will work for another.

Any decent strategy or plan will have a schedule of activities with measurable actions that can be evaluated against SMART objectives.

That is fair enough.

I'm looking to see examples of marketing plans done by other companies laid out in as much detail as possible.

I'm not asking anyone to adapt to me but rather show examples of small and medium businesses have implemented their marketing plans.

 

[Anon2718]

Have a look at PR Week, CIPR, Campaign, CIM loads of case studies and award entries - but as everyone has said they won’t be relevant for your clients. They need bespoke solutions. Hard to believe that if you have a knowledge of marketing strategy that you are failing to grasp this.

This is along the lines of what I am asking for as everything else I was reading was general theory while I was asking to see examples or in the case of the magazines some interviews where some aspects of the marketing strategy are laid out. Thank you.

 

[Anon2718]

Why are you acting for your client when you appear to have no knowledge of marketing, and by the sound of it just a con to your customer, or at least that's the way you are coming across from your posts

There is never repeat never only one way to market, either a company or it's goods and so many different things to take into consideration plus many different avenues to market from or in

My client?

 

[ethical PR]

This is along the lines of what I am asking for as everything else I was reading was general theory while I was asking to see examples or in the case of the magazines some interviews where some aspects of the marketing strategy are laid out. Thank you.

No-one is going to give away for free valuable detailed marketing insight that can be used by their competitors. Get real.

The nearest you will get are case studies and awards in the publications and professional bodies I have mentioned. Or advertising channels will have client case studies.

As you clearly don’t have the marketing knowledge/expertise yourself why not employ an expert to do this research for you.

 

[Anon2718]

Folks there seems to be a major misunderstanding.

I am not selling my marketing services to a client.

I am not asking for bespoke custom advice for my business.

I am simply asking for practical examples of how named small and medium business have decided upon and enacted their marketing plan preferably with results noted in a report / case study / article.

It may or may not be revelant to another businesses however I would like to read about this even if it is not actionable by me in another situation.

I can't explain it any clearer than that.

 

[Anon2718]

No-one is going to give away for free valuable detailed marketing insight that can be used by their competitors. Get real.

The nearest you will get are case studies and awards in the publications and professional bodies I have mentioned.

Fair enough. Someone may have. Another person may have had enough access to piece together enough detail to make it worth reading. Never say never.

 

[ethical PR]

Folks there seems to be a major misunderstanding.

I am not selling my marketing services to a client.

I am not asking for bespoke custom advice for my business.

I am simply asking for practical examples of how named small and medium business have decided upon and enacted their marketing plan preferably with results noted in a report / case study / article.

It may or may not be revelant to another businesses however I would like to read about this even if it is not actionable by me in another situation.

I can't explain it any clearer than that.

Then go and look at the resources I have already pointed you towards twice !!!! They have case studies and award entries. (Though not in the detail you want).

Or buy half a day of a marketing experts time (not me).

Or read one of the many marketing books aimed at SMEs

 

[Anon2718]

I appreciate the pointers and will have a read of them.

Thank you.

If anyone has other leads to revelant case studies I would also appreciate a lead.

Thank you.

 

[Chris Ashdown]

My client?

This was i think your second post
Quote
When you are consulting for a small business person and they have a simple aim of increasing sales and profitability it's one thing to explain to them that "marketing is everything you do" but there comes a point where you will recommend they do X action because it will result in Y result and you can back this up with examples to justify your cost to the business? We aim to provide an exceptional customer experience and while providing expensive aloe vera toilet paper in the customer toilet may be a positive it is probably not the best use of our limited time and funds so I would try to focus on those areas that have the biggest impact.

 

[Anon2718]

This was i think your second post

It was a reply to AllUpHere who mentions in his signature that he is a marketing consultant.

 

[Mark T Jones]

@ethical PR has pointed you to great reference sources.
Take the time to read and understand rather that looking for more sources.

 

[Anon2718]

I will. It is a good example of what I am looking for before moving on to more in-depth case studies.

 

[saythisinstead.co.uk]

You may get better results by asking small/micro businesses for information about marketing flops.

'Bloggs widget suppliers sent out 10,000 leaflets into the local area and got zero results' 'Here's what they sent out'

The problem with quoting actual posisitve results, is that there may be a myriad of reasons why 'this thing' worked and 'this one' didn't.

The responses you've been getting on the forum are saying...'there's no point in being able to quote or have knowledge about...xyz did this....and got this result'.

I've recently [last 2 years] developed a genuinely novel new way of telephone prospecting B2B that is getting amazing results with almost zero rejection. It works with B2C too and I'm very willing to share it.

£100,000 and I'll show anyone exactly what I've developed.

For FREE, I would be happy to share all my failures.

 

[Anon2718]

I would be very interested to hear about the failures also and why you think it didn't work out. You never know where a conversation may lead. What is the main one or two activities that stick out the most for you that seemed like a great idea before the results showed otherwise?