The Small Business; How To Increase Marketing Impact Through Partnerships

The cost of market and advertising the products or services the small business produces is usually purchased at a premium

. The reason is clear to people who operate a company employing 1-20 employees, purchasing power.

The company that can purchase mass amounts of broadcast media time pays less for that commercial spot. The enterprise that purchases ad space in a particular magazine will pay a lower cost for a twelve-month insertion order verse a one-month ad term. The basic premise of advertising is purchasing more is the pathway to better pricing for your advertising dollars. Therefore, the small company that purchases in smaller quantities pays a higher price to implement their marketing plan.

That being stated most small businesses do not use the mass media outlets of television, radio, or national magazines to advertise. These forms of advertising for the small business are too costly.

Smaller enterprises that sell a product or services do utilize trade shows and trade publications to target their marketing dollars to a particular customer or industry. There is another form of print advertising and product branding that is very cost effective. The product I am referring to are decals. The decal can target a small audience or can inform a mass market. Although even trade fairs, trade publications, and the employing of decals the small business can still pay higher cost because of purchasing small quantities.

How can the smaller companies change the cost dilemma of small quantities equal higher cost? The one-word answer partnerships with other companies or pooling your purchasing with other companies purchasing the same items.

What do partnership look like in the different advertising opportunities available at trade fairs, trade publications, and decals. The trade shows the company could collaborate with a non-competitor where the symbiotic relationship of the two products or services would complement each other"s business. To do this both companies could purchase a larger booth splitting the cost the benefit of having a larger space is location, location, location, both companies will have a larger presence and a better booth location, which translates into higher traffic counts.

Advertising in a trade publication collaborating with a firm again that is not a competitor and their combined products or service complement each other. Each company purchases a full page of ad space instead of a one-quarter page splitting the cost. The most import fact of this partnership the full ad space purchase has a greater impact, verses if each of the companies purchasing smaller ads separately.

The decal used correctly is a powerful tool in the toolbox of a marketing team, because of two factors. The first is the cost of the decalcomania, which is very low; the seconded is the message duration, counted in years not minutes or months. The ubiquitous decal if designed correctly will communicate brand awareness long after broadcast and print media, complete its task, the decal will keep reminding the consumer of your brand as a 24-hour a day silent sales person.

Even the decal if not purchased in larger quantities the cost is much higher for small quantity purchases. The average small business that orders decals usually orders quantities of 250-1,500 decals.

New Idea

Find the decal factory that has a program to take advantage of the large number of small businesses that order decals. That decal factory gangs all the various orders together thereby the 500-unit decal order priced like a 10,000 unit decal order. Therefore, the decal factory felicitates and creates the partnerships with various companies that purchase decals. To participate all you have to do is find that decal factory and order from that company.

by: Mr. Decal

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