GUESS WHO’S COMING TO TOWN?
GUESS WHO’S COMING TO TOWN? …IT AIN’T SANTA
You live in a small town and have a business that you or your family opened and built from the ground up. You’ve survived recessions, pandemics and ever-increasing costs to provide you and your team a livelihood.
Life is good. You have wonderful regular clients who love that they can get the products and services they need right there in your small town. You know many of your regulars by name, and their kids play on the same sports teams as yours (which you probably sponsor).
Yes, life certainly is good. Your hard work, determination and giving back have paid off.
Then one day the rumours started. “Psst, did you hear National Brand X is going to be opening here in town next fall? You know their prices are 20% less than what Joe charges. I’ll buy what I can from Joe but…”
The speculation and buzz of the big city coming to town have people talking. “I saw that they started clearing the space for Brand X.” “ I heard it was going to be Brand Y, but whatever, it will just be great to have some competition in town.”
You listen quietly, continuing to provide your products and services as you have for the last 15 years.
“Hey, Joe how are you going to compete with Brand X?” your customer of 10 years asks.
You mutter under your, breath “Hey Bob, remember all the times I came back to the store after dinner, or on a Sunday because you just had to get that medicine for Sally, or Johnny really needed that piece to finish his science project for Monday?”
DON’T GET MAD. GET TO WORK
Once it’s been confirmed that Goliath is coming, don’t sit back and wait like a deer in the headlights. Get your ‘David’ on and figure out the plan to go into battle.
The good news is you probably know a lot more about them than they really do about you. It sounds simplistic, but it’s true.
You have a much better handle on the pulse of the community you’ve served for 15 years than the behemoths that come with their demographic profiling and geo-mapping to dictate the optimum site selection.
You have a “first-in” advantage. Use it!
Here are some pieces of the puzzle that should be considered.
LEGACY BRANDING
Legacy marketing refers to marketing strategies that capitalize on a brand's history, heritage, and established reputation to attract and retain customers. It involves leveraging the longevity and tradition of a brand to build a sense of trust, reliability, and nostalgia among consumers. Legacy marketing is particularly effective for brands with a long-standing presence in the market and a rich history. Tell your story!
ACTIVATIONS
In marketing, activations refer to initiatives designed to engage consumers directly, creating a memorable brand experience and fostering a stronger connection between the consumer and the brand. These activities are typically experiential and interactive, aiming to bring the brand to life and encourage consumer participation.
Activations are a powerful tool for brands looking to create a deeper connection with their audience. By focusing on direct engagement and memorable experiences, activations can effectively increase brand awareness, foster loyalty, and drive consumer action. In an era where consumer attention is fragmented, activations offer a way to cut through the noise and create meaningful, impactful interactions.
CUSTOMER SERVICE
Customer service in marketing refers to the support and assistance provided to customers before, during, and after their purchase to ensure a positive experience with a product or service. It encompasses all interactions that a customer has with a company, from initial inquiries to post-purchase support. Effective customer service is a crucial component of a successful marketing strategy as it helps build customer loyalty, enhances brand reputation, and drives repeat business. This is a key area where size doesn’t matter.
See my blog (CX VS PX - CUSTOMER EXPERIENCE VS PEOPLE EXPERIENCE)
INCREASED SOCIAL MEDIA PRESENCE
When a large national brand enters a small town, the competitive landscape changes significantly. For small-town businesses, a robust social media presence becomes an essential tool for staying competitive. It offers a cost-effective way to increase visibility, engage with the community, differentiate the brand, and drive customer loyalty. By leveraging the power of social media, small-town businesses can not only withstand the competition but also thrive, turning challenges into opportunities for growth and connection. Again, tell your story and engage through emotion.
Joe can sit back and hope all those customers he has served for sooo many years will stay away from the new shiny Brand X (NOT), or he and his team can roll up their sleeves, take a long hard look in the mirror and see how their David can stand up to the new Goliath.
These are very top-line generic and simplistic overviews of the components for strategies to implement to deal with the inevitable challenges small-town businesses will face as national brands see the opportunities in fast-growing rural areas.
Now each situation is going to be unique. There is not a “one size fits all” strategy.
Reach out and we can have that conversation about your challenges to take down Goliath.