How to Market Your Family Business
If you have a family owned and operated business, you already likely know that bigger companies have some advantages over you. However, you have some advantages over the big companies, too. Small family owned businesses have some opportunities that bigger companies just don’t have. One way your small family-owned business model can really pay dividends versus that of a bigger company is through sales and marketing. You’ll find that you have a lot to offer that your competitor just can’t.
For example, with sales and marketing, it might surprise you to know that you can take advantage of perks other companies can’t. For one thing, your setup alone gives you some advantages over bigger companies in this area. In fact, a larger company wouldn’t even want to attempt some of these steps, because they would be ineffectual at best. Here are some techniques to get you started and to give you a good place to begin.
Tell Everyone Where You Are From.
If your business is family owned and operated, you have a story to tell. (So, okay, YOUR family might be tired of hearing it, but other people won’t be.) Take a moment and some pen and paper (or your computer) and just briefly summarise how your family got started in this field. Detail some problems you’ve had to face and take care of along the way. Your advantage here is that people love to hear stories, especially if you can preserve them on CD or DVD. Get creative!
Why Are You Special?
Today, “company loyalty” is really a thing of the past, for the most part. People are insecure about their jobs and know that pretty much, they’re just a warm body gathering a pay check and doing a job for their employer. Because you’re a small family owned business, are you any different? Let people know how you’re different. Do you promote from within? Do you look out for your employees? Show everyone how you differ from the nameless, faceless corporate world, and you’ll generate employee and customer loyalty.
Show off Your True Nature
Even though you might think being a small family owned business is a disadvantage, let everyone know that you’re a family business. Use this fact in some way in your corporate slogan, advertising, logo, and so on. Tell people how long you’ve been in business, too. This is an important way to let the community get to know you. This also creates an identity of your business that they can be comfortable and familiar with and relate to.
Credit Where Credit is due
You’ll find that you can get some great publicity and get your public to be more familiar with you if you regularly share information about everyone who has made the company so successful. While you can always put the spotlight on the upper management, make sure that you showcase some of your entry-level employees as well. This is a good way to let your customers know about who you are, from top to bottom.
If you’ve got a family owned business, it’s something you should be proud of. This is who you are, right? What are you waiting for then? Get the word out and take advantage of this most unique fact. At the very least, it gives you advertising advantages that the competition lacks.
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