Small-scale marketing campaigns can lead to large payoffs

When it comes to attracting a strong customer base, many companies believe that bigger means better. And while developing large-scale interactive and social media campaigns has a myriad of benefits, going local and launching small initiatives can have bigger effects than some companies may realize.

In order to meet prospective customers one-on-one, some companies have developed mini campaigns that focus on sparking conversation among consumers or generating leads by becoming more of a presence at venues and events. For example, setting up booths, asking to speak or creating product displays at large entertainment venues, fairs, festivals and other local events can allow small businesses to reach out and engage with customers, according to Businesses who agree to sponsor events can also build relationships with other companies and develop marketing partnerships with organizations that provide complimentary products and services. Forging alliances with other companies may give business owners the chance to expand into different markets.

In addition, business owners who sponsor events or attend large functions may not only generate more leads, but also have the opportunity to speak with current customers. One-on-one consumer feedback is essential to any company’s success, because it allows them to pinpoint areas they have mastered and categories that need improvement. In addition, customers who feel like their feedback is valued are more likely to stay loyal and recommend a company’s services or products to friends and family. In contrast, developing a reputation for poor customer service can quickly impede on a business’s success. For this reason, thinking outside the box and developing topic seminars on blogs, hosting a luncheon to discuss business initiatives or offering a discount for customers who agree to provide feedback can be a creative way to get consumers more actively involved with a business.

Over the years, companies may have built some stronger relationships while others have grown weaker. Business owners may benefit from contacting old leads that have turned down services or spend time strengthening relationships with smaller vendors or service providers, Inc. suggests. As a company changes, its products and services are likely to have evolved as well, and what may not have worked for potential customers, investors or vendors may be more in line with what they are currently in the market for.

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