There are a few simple reasons why large brands or conglomerates keep advertising on prime-time television, keep sponsoring major sports teams and spend a fortune to keep popping up everywhere you turn and look. A simple reality is that they can spend so much money because they have it. A small business cannot even dream of spending millions on nationwide advertisements. Large companies also spend the money to reduce their tax burden and to make better use of their revenues. But most importantly, the brands know that consistent exposure is the key to their success.
Our memory is not short lived. But we tend to remember or recollect better if we have recently been reminded of it. When we are consistently bombarded with certain offers, ads or just the products and services of a company, we are likely to check it out. When you walk into the big box chains or large wholesalers/retailers, you look for brands that you are aware of. You don’t know much about those brands or a fair bit about their products. What drives your interest is the exposure of those brands.
Local small businesses should also aim for such consistent exposure. A small business cannot pay for a commercial to be broadcast regionally or nationally. It may not have the funds to pay for a larger than life billboard next to the freeway or interstate highway. It may not be able to reserve multiple slots on radio, repeated ads in print or a massive online campaign. What one can do is use free mediums, reasonable avenues and smart ways to reach out to more people.
For optimum small business growth, you must use as much of the real estate as you can. You need to use social media and social networks. You must use relevant websites including classifieds. There are authority websites for every industry with massive following. You can use email marketing, text marketing, fliers or brochures and you can organize special events to stay in the local news. The more and longer your exposure is, the more people would get to know about your company and that would fuel the small business growth you want.
There is no alternative to exposure. If you keep wondering that your patrons would keep your business afloat or that something would miraculously change in the industry and your local market, then you are wrong. You must indulge in consistent messaging to drive home the point and to win more business.