A recent study has shown that many small businesses are feeling a little bit confused when it comes to marketing. Marketing has to bring results, obviously, but apparently many small businesses just don’t know how to get it right or put another way, keep on doing what they have always done – advertising the definition of insanity.
A company called Catalogues 4 Business is responsible for the study, and it is quite revealing to say the least. Over 300 organisations were contacted and surveyed to create the findings of the report, and perhaps the biggest revelation concerns one of the oldest marketing methods around.
Advertising is an established marketing technique, and it has worked ever since anyone had something to sell and access to print. It has matured over time to have its boom time (the explosion of advertising through television) and it’s lulls (the current state, arguably). But the findings of this study still make for surprising reading when it comes to what businesses think of advertising.
A third are doing what they know doesn’t work
What struck me about the findings of the study was that, even though 33% used advertising as a small business, a third of respondents still didn’t see advertising as working for them.
Correct me if I’m wrong here, but isn’t it generally human nature to stop doing something that isn’t working, and happens to cost money? It is absolutely bizarre that some small businesses still use advertising even though it is not bringing the results that are needed.
The key lesson here is that, when you are running a small business, it is important to know exactly whom your audience is. Once you know who they are, you will find it easier to go to where they are and then sell to them.
If you don’t know who they are, you won’t find it possible to be in the right place at the right time, and doing the right thing. What’s that definition of insanity again? Doing the same thing again and again, even if it doesn’t work?