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How much of a role does personal preference play in small business marketing? Even for larger corporations the business brand can be inherently connected to the identity of its CEO, president, or practice owner. Think Dave Thomas of Wendy’s or Steve Jobs of Apple. For small business owners, their practice is often an extension of their vision and philosophy. Therefore, personal preference is highly reflected in their company’s branding.
However, equally important—and some would arguably say even more so—is to keep in mind what works best for the target audience. That is, what does industry research and past performance say about the success of your small business marketing tactics? What resonates with your customers?
Small Business Marketing: Case Study #1
The business owner of a medical spa loves the look and feel of stark, modern, straightforward messaging—with one clever headline or phrase, little to no imagery—simple and direct. While that works for services and products everyone gets, like organizing (billboards for The Container Store) and personal computers (magazine ads for Apple), her services require a bit more education.
Do you instantly know what Ultherapy is? How about Thermage? Fraxel Treatments? MicroDermal Infusion? Each treatment requires an explanation, before and after photos, list of benefits, how the procedure works, and possibly even more. Customers want more information before paying high dollars and subjecting their skin to these services. This is the challenge she faces in merging her personal branding preferences with the content her target audience needs to make decisions about purchasing her services and products.
Small Business Marketing: Case Study #2
About 10 years ago one of our veterinarian clients was launching his new practice. He contracted D Media to create a logo and corporate identity package plus advise him on branding. Like many Texas-educated veterinarians, he wanted to make his logo colors maroon and gray, the colors of Texas A&M. We advised him to use orange, black and white. He cringed.
Client: Too close to UT colors (University of Texas at Austin, a big Aggie rival. I’ll be laughed out of the veterinary association meetings.
Suzi: Who is buying your service? Other veterinarians?
Client: No, pet owners. The general public.
Suzi: When pet owners research veterinarians in the Yellow Pages (keep in mind, this was 10 years ago) or look at veterinarian websites, what colors do you think will stand out more, considering the number of local veterinarians who graduate from Texas A&M?
Client: The opposite of maroon and gray.
Suzi: Orange and white?
He took our advice and we proceeded with the branding. We then created outdoor signage, launched a website and more.
Months later he redecorated his facility. I went to visit and take photos for the website. Walking in, I instantly noticed the polished burnt orange cement floor and walls painted white, black, and yes, orange.
Suzi: The color scheme is working for you?
Client: [Sheepish grin]
As you can see, sometimes putting personal preferences aside is in the best interest of successful of successful marketing tactics.
Merge Personal Preference with Best Branding Practices
Returning to the medical spa, we made the following recommendations to maximize her small business marketing tactics:
1. Conducted Research
We researched her competitors in top U.S. cities for the beauty industry: New York, Chicago, Miami, Houston, San Francisco, Las Vegas, San Diego and Scottsdale. Narrowing down to ones in each city that were most like her business (a medical spa, not a beauty salon) we signed up for their e-blasts. While she did not particularly care for the style of most, they all did have something in common: education and explanation of each treatment. The e-mail marketing for many of them was more like an e-newsletter with articles and descriptive images than a short e-blast with a catchy phrase. Considering these are some of the best medical spas in the top markets, they must be doing something right.
2. Evaluated Data
We also evaluated this client’s past year of e-mail marketing campaign results. Her distribution used Mail Chimp which provides data on past performance by open rate, click through, engagement and more. The data told us which of her campaigns were more successful. Based on that, we were able to draw conclusion: Was it the subject line, the image? Did the day of the week and time of distribution affect the results? Was it the offer or service promoted? This was relevant data based on her customers’ preferences, in her market and in her industry. We formulated changes in her direct mail campaign reliant on data, not solely on personal preference.
As a small business owner myself, I do not advocate ignoring personal preference. In fact, branding for a small company is often more meaningful when associated with the owner’s personal touch. When implementing your small business marketing tactics keep the following in mind: consider your personal preferences, evaluate marketing data and past performance with your target audience, research competitors and trends in your industry, and partner with your professional marketing advisors. You will be able to make better small business marketing decisions regardless of your personal preferences.
Depend on D Media for Small Business Marketing
Our Digital Marketing Services Help Business Owners, Doctors and Veterinarians
Are you looking for ways to increase your client base and online presence? D Media can help! We offer expertise in e-mail marketing, website development, search engine optimization, search engine marketing, social media management, and more. Contact D Media to partner with you for your company’s tactical marketing needs.