Small Business Owners Learn Marketing

Small business owners learn marketing strategy

By Joe Olenick/olenickj@gnnewspaper.com
Lockport Union-Sun & Journal

— Small businesses can have a big budget impact on customers with some effective marketing.
That’s what about 30 small business owners were told during a Greater Niagara Newspapers seminar Thursday at the Lockport Holiday Inn on Transit Road. Lisa Dixon, a marketing specialist with AdWorks, gave a presentation called, “Small Budget Marketing for Big Budget Impact.” The theme of the seminar was that small businesses have to market effectively to attract customers. Dixon said how customers regard a business is very important.
“Perception is reality, and perception is everything,” she said. “Build your strategy around it. If it’s negative find out why; if it’s positive, build on it.”
Some of the small business owners who attended found the experience worthwhile and very helpful for their own businesses.
“It was very educational,” said Leona Esposito of Lockport. “It was very nice and free, plus it told you a lot of things you didn’t know.”
Esposito is starting an Internet company that will sell jewelry. She said a lack of knowledge about starting a business “leaves you high and dry,” but the seminar offered useful information about drawing customers in.
The importance of the customer was highlighted throughout the seminar. Knowing who the customer is, what they want, what they need and exceeding their expectations was Dixon’s definition of customer service. When the staff has a friendly attitude, it helps keep customers coming back, no matter where the business is, she said.
“Research shows a customer’s perception of a business’ workers influence their opinion of the business,” Dixon said. “They will travel longer if they have to.”
Customer feedback is vital, even if it means offering incentives for them to participate. Letters or phone calls checking up on past customers can be effective. Dixon also mentioned the importance of current customers and what they can do to help a business’ marketing plan. Current customers can refer others to the business, either by word of mouth or through a customer referral program.
Some businesses offer incentives for customers who bring in a new customer. Bringing customers through the door is important, but keeping them as customers is just as important. Dixon offered tips about doing just that.
“Be reliable, be credible, be attractive, be responsive and be attentive,” she said.
Dixon advised competing not on price, but rather on value. People want to spend money at businesses they trust, she said.
“If you’re delivering on value, price doesn’t matter that much,” she said.
Dixon also touched on advertising strategy. Whether it’s print advertisements, billboards, television, radio or business cards, successful small business owners use creativity and repetition in their advertising. One successful example of creativity she cited was from a previous seminar participant in the health care field. He used a fake million dollar bill that read: “Your health is worth a million,” and had business’ contact information on the back.
Dixon said owners have to think like customers — the “what’s in it for me” approach. Paying attention to trends such as the age of the area’s population and what’s popular is also useful for an owner.