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Achieve Marketing Results for your Family Business

Jul 11, 2008
If you have a family owned and operated business, you probably already know that the bigger companies have plenty of advantages over you. However, what about the advantages you possess over them? There are lots of ways that you as a small, family owned business can get the edge over your competition every day. One way you can do this is through your sales and marketing. You have a great deal to offer versus your competitors when it comes to sales and marketing. How so?

When you are thinking about sales and marketing, you may be shocked to realize that you can provide the same advantages that a larger company can. There are a number of different advantages that you can have simply by virtue of your own setup. You should be aware that these are things that will be quite ineffectual for a larger corporation to even attempt. Take a look a few techniques to get you started, and you'll find that you have a great place to begin.

Tell Everyone Where You Come 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!

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.

Don't Hide 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.

Give and Take Credit When Deserved

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.
About the Author
About the author: Dr Marc R. Dussault is an Exponential Growth Strategist with expertise in family firm succession . Go to the "Family Firm Succession" website for more excellent tips on business succession planning.
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