How to Market Your Family Business
by: DrMarcR.Dussault |
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If you are a family owned and operated business, you are already aware of how the bigger companies have plenty of advantages, but what about the advantages that you yourself possess? There are plenty of different opportunities that small, family owned businesses have over their competition and one area where your business model can really pay off is through good sales and marketing. When it comes to sales and marketing, you'll find that you have a great deal to offer.
If you think about sales and marketing, you might be surprised to realise that you have the same advantages a larger company does. In addition, you may have several more. Simply because of the way you are set up, you can do things a bigger company can't. If they try, they'll look silly or at the very least be inefficient. Take a look at a few things you can do to take advantage of your own special edge, and this should give you a good place to start.
Tell Everyone Where You Come from
If your business is family owned and operated, you have a story to tell. (Just because your family is tired of hearing it doesn't mean other people will be). Take a moment to write a page or two about how you or your family got started in this business and some of the problems you've faced and taken care of along the way. People love to hear stories, and if you can provide them on DVD or CD, all the better. Dust your creative muscles off and start exercising them.
So What Makes You Special?
In this day and age, many people feel insecure about their work and don't know if their company has any loyalty to them. So let people know about how you operate. Do you always promote from within? Maybe you have always looked out for your employees. Show everyone how different you are from the colder corporate world, and you can bet that you'll see some customer and employee loyalty.
Show off Your True Nature
Although you might be concerned that its a potential disadvantage, make sure that everyone knows that youre a family business. Put it into your corporate slogan or put it into your advertising, along with how long you have been in business. You'll find that this is an important way to let your company get to know you and to create an identity that they can be familiar with.
Give and Take Credit When Deserved
This is another area where today's corporate world falls short. If someone has done especially amazing things to help you get where you are, say so. Make a point of recognising the people who have made your company so successful. Of course, you can put the spotlight on upper management, but be aware that the people that get the bulk of your work done are likely the lower level employees. Make sure those folks get noticed too. This will help your customers know that you care about the people that work for you, 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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About the Author
Author: Dr Marc R. Dussault shares extensive knowledge about family succession in order for you to know how to protect your family business on the homepage about family succession.
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