Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
Does Your Small Business Marketing Suffer From The Bulldog Effect? > NetSparsh - Viral Content you Love & Share

Does Your Small Business Marketing Suffer From The Bulldog Effect?

If you're an entrepreneur responsible for your own small business marketing, there's a marketing method you should avoid at all costs, which I've coined the bulldog effect for reasons you will understand shortly. Keep reading to find out if you're guilty of using this technique in your own marketing and learn how to fix it.

After a recent weekend jaunt to San Diego, my husband and I arrived back in Los Angeles tired and hungry, so we walked the small handful of blocks to a local all-night diner to grab a quick bite to eat. And it was there that we were smacked in the face with an example of unusual small business marketing, to say the least.

We live near a shopping district where small businesses cater to everyone from people like my husband and myself to the elderly from the retirement homes nearby. And it was one store catering to this population of older citizens that had us in hysterics when we should have been concentrating on finding some grub.

Your products sell themselves? Think again

You might think a shop selling wheelchairs would have it easy in such a neighborhood -- a huge target audience planted right there, a captive audience if you will. And you'd be right. During the day, you see almost as many disabled elderly individuals out shopping as you do younger/able-bodied people.

So from the sounds of things, maybe small business marketing tactics aren't as important for a shop like this because the products practically sell themselves. Right? Wrong.

Despite the fact that I am not the target audience, I am a marketer and take notice of new marketing approaches so that I can try them out myself and share them with subscribers to my small business marketing newsletter. But that night, my husband and I just wanted a bite to eat.

Some things you can't ignore

As we walked, however, there was no way to miss the latest marketing efforts of the shop in question. This shop, which features very little in the way of shopfront advertising, had put an oversized poster in the window to promote a new model of wheelchair ... complete with a grumpy, overweight bulldog planted right in the middle of it.

Sure, it's lovely that the dog's fanged underbite finally got the recognition it deserved. And of course the wheelchair came across loud and clear as the other "hero," the main focus of the image ... other than the dog sprawled across the seat, smiling that is. (I am also almost certain that a wheelchair wholesaler created this poster and not the store itself.)

And you bet the poster got our attention. However, displayed as prominently as it was, the poster overshadowed any credibility the store might otherwise have had in terms of their expertise in finding less-able people the right wheelchair for their needs. Why? Because apparently, they also help pedigreed pooches do the same.

Of course I say this in jest, but use this as a lesson for your own small business marketing materials. No, I'm not suggesting that you have an image of a bulldog on your homepage or in your catalog -- and if you do and it makes sense, by all means continue to do so.

Rather, take this bulldog story as an analogy to your own marketing and think of ways to make your small business marketing message clearer and more meaningful to your target audience.

Rid your own campaigns of the bulldog effect

Here are some questions to get you thinking about your own small business marketing:

1) Whether we're talking about a simple website, a brochure or even just your business card, are you marketing yourself the way you want to be perceived by your customers?

2) Some use of characters (comic book characters, superheroes, etc.) is effective when used appropriately. Are you using the right type of character to set the tone for your business? Think critically about how others might perceive your campaigns.

3) Trusting your own instincts is dangerous without a reality check. Ask some of your customers what they think of your current marketing. Bear in mind that if they are customers, they are, in fact, buying from you despite any protests they may have with your marketing approach, so take their feedback with a grain of salt.

4) Ask strangers to your business what they think of your current marketing. These should not be people you know or else they will not be as candid.

5) Test everything! Regardless of what approach you take, test one version against the next to see what sells more. Experiment. Mix and match. But measure your results so that you know that your bulldog should be removed. Or not.

In closing, first impressions count, and you need to ensure that the message you're broadcasting to your prospects is the right one. Use this tail -- I mean, tale -- to see if there's anything you can improve in your own small business marketing.

Copywriter/marketing strategist Jennifer McCay helps individuals and small businesses turn their expertise into marketing success stories. She is the publisher of the Avenues to Marketing Success Newsletter, which delivers tips to help you rev up your small business marketing. To subscribe and receive a FREE special report on 7 ways to improve your sales copy, head to http://AvenueEast.com

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

ZDNet

​Bank of Queensland targets small business with Square ... - ZDNet
ZDNet
Bank of Queensland (BOQ) has announced a partnership with payments firm Square, touted by the companies as a way to help a small business get up and ...

and more »

Adweek

Facebook Is Taking a 'Hyperlocal, Hyperreal' Approach to Empowering Small Businesses
Adweek
If you live in Columbus, Ohio, or Nashville, Tenn., you'll probably notice some familiar faces in a new Facebook campaign that kicks off today. The company is looking to showcase small businesses—and small-business owners—with a new campaign, “Keep ...

and more »

Pittsburgh Post-Gazette

There's room for small businesses to compete with Prime Day
Pittsburgh Post-Gazette
NEW YORK — As Amazon gears up for its Prime Day promotion, other big-name retailers like Macy's and eBay are launching deals and sales of their own. But small businesses — including those that don't sell much online — shouldn't sit on the sidelines.
Small businesses can still compete with Amazon – even on Prime DayChristian Science Monitor
Amazon: Friend or Foe? You Decide.Entrepreneur

all 2,848 news articles »

InvestmentNews (blog)

Small businesses face a big retirement challenge
InvestmentNews (blog)
Here is an amazing statistic: Small businesses account for 99.7% of all U.S. firms and employ more than half of all American workers, according to the Small Business Administration. Collectively, small businesses drive the economy, but many of those ...


CNBC

Small business and the price of tariffs
CNBC
CNBC's Kayla Tausche reports on how small businesses are coping with steel and aluminum tariffs one month on. Watch CNBC Live TV. You May Like. ‹ › Latest Video. ‹ 00:54. Cramer Remix: You should be buying the oil stocks here. 00:54 | 9 Hrs Ago.


Department of Energy Announces $95 Million in Small Business Research and Development Grants
Energy.gov (press release)
WASHINGTON, D.C. – Today, the U.S. Department of Energy (DOE) announced that it will award 95 grants totaling $95 million to 80 small businesses in 26 states. Funded through DOE's Small Business Innovation Research (SBIR) and Small Business ...


Small Business Trends

These 5 Pieces of Social Media Video News will Change Small Business Marketing
Small Business Trends
When it comes to engagement, video is a vividly colored unicorn. It captures the eye, draws the user in, and holds their attention for a longer duration. Video certainly isn't new on social media, but there have been recent changes that directly impact ...


TechRepublic

5 tech blunders that could ruin your small business
TechRepublic
Small businesses have seen increased wages and better digital tools in recent years, but still face several challenges when it comes to selecting, implementing, and maintaining technology. The typical SMB has not prioritized digital efforts including ...


WMFE

Gov. Rick Scott Gets Another Endorsement: This Time From Small Business Owners
WMFE
Local political leaders were on hand at Restaurant Equipment World for the endorsement of Gov. Rick Scott. Orange County Republicans Chair Charles Hart took the day off just to see the National Federation of Independent Businesses endorse him in his ...


Asbury Park Press

Small-business owners: Get inspired by these quotes
Asbury Park Press
As a small-business owner, have you ever said, “I want to quit my job!” ... even though it's your own company? Every small-business owner feels that way from time to time. We need some inspiration to refill our motivation tanks. I'm a big fan of ...

Google News

Top Ten Resolves for Building Your Business in 2005

1. Resolve to build a consistent network system.Since referrals are... Read More

Dig Deep for Small Business Ideas Before You Start the Wrong Business

If you're serious about wanting to start a business, the... Read More

Its Spring - Time For A Compensation Program Tune Up

Now that winter has passed, the annual ritual of spring... Read More

Build Credibility, Value, and Trust on a Shoestring

Setting priorities in your business? Your first job is to... Read More

Site Selection - Slice of Life, A Car Wash and Detail Center DownTown

There is a continual trend we are seeing which I... Read More

Pet Grooming Business

Do you like animals? Would you like to work for... Read More

Marketing Your Small Business with Success Stories

-- The One Pager Shortcut Series --An effective and compelling... Read More

Launching your Business with a Chamber of Commerce

Why are Chambers a good launching pad?Chambers provide you with... Read More

Presentations and Sales Automotive Detailers

Many auto detailers fall short in their sales presentations. I... Read More

Is Your Small Business Name Important?

You bet a name is important. Many small business owners... Read More

Eight Key Steps to Selling Your Business and Cashing In

This year, some 700,000 American businesses will be sold. Most... Read More

Three Ways to Add Leverage to Your Small Business

Remember those drawings from science class of how a lever... Read More

Avoiding the Small Business Cash Flow Roller Coaster

A solopreneur I know disappears from my radar screen for... Read More

Start a Resume Writing Service for Profit

The resume writing service serves an important role in the... Read More

Lack of Vigilance Can Harm the Bottom Line

The easiest way to lift profits is to cut the... Read More

Two Types Of Business Plan Cover Pages ? Which One Are You Using?

This is the tale of two business plans with very... Read More

Power Tools for Business

How do we keep track of our business deals?If you... Read More

A Great Logo Is A Marketing Must-Have. But Is It Affordable For Small Business Owners?

And is having a logo really that important?My answer to... Read More

How to Start a Paper Shredding Business

Paper Shredding Business Opportunities are blossoming up everywhere because in... Read More

What are the COSTS Associated with joining Leads Groups?

When it comes to cost, how much can you afford... Read More

Speed Kills on the Web!

I only have to point to the 555 plus failed... Read More

Do You Need the Help of a Virtual Assistant?

Running a business, whether large, small or in your home,... Read More

Franchising in The Middle East There Will Bring Significant Opportunity for US Based Franchisors

As stability emerges in the Middle East there will be... Read More

Environmental Boat Washing and Detailing

Some marine biologists feel that the concentration of dead marine... Read More

Where to Find a Cash Windfall of $10,000 to $1,000,000 -- You Never Knew You Had

There is a rather famous true story called "Acres of... Read More