The lights are on, the product is ready, the door is unlocked, and the Open sign is blaring. A brand-new business is open in a small town. Marketing principles are universal, but the social setting in a small town is different when compared to the bigger cities. In a little community a business must make itself known in a specific way, make deals and build relationships with other businesses in town, know where to drum up business, and refine the experience of the customer to appeal to their natural tendencies.
Small town business owners watch each other. When they enter other businesses they have an eye out, always for the owner or proprietor of the business. Often, on a universal impulse, they will pull the owner aside and talk to him or her about business. One route to fast friends is being able to relate, one to the other. By taking the time to talk to fellow business owners a strong preference develops between them. Business gets referred one to the other, and is reciprocated.
It is essential that a business owner develop a familiarity with other businesses owners in the area. That kind of marketing is free, and results in a perpetuity of business.
Another way to get known in the community is to work outside. Make it a daily habit. Business owners do drive by, whether on purpose, or coincidentally. If you are outside, taking care of your place, they will see you. That garners respect, and lets the business owners and the community know how much work and care you put into the business. If your landscaping, however insignificant, is well kept, it will get noticed. If you are seen outside putting work into it, an assumption can be made that the business is in good hands.
An example of this occurred when the owner of an auto repair shop with whom I had recently done business walked two of his customers over to my motel. As we talked, and after I had checked in the customers the auto shop owner said, "I've seen you out here, working every day. I know you take good care of the place." That thought expressed by him held in it every accomplishment a business owner wants to achieve by taking care of the grounds.
It is almost guaranteed that the auto shop owner networks with the other business owners in Thames, and I and my motel will be mentioned among them.
Keep your word to other businesses, and honor your obligations to them. The auto shop owner waited patiently while I collected the funds to pay my deductible. He was pleased about the timely payment, and by honoring my obligation to him and his business, my motel stood out. If I managed life the way I manage the motel, then he knows that the TJ is a safe place to send his customers.
If the business is facing competition, like a restaurant or motel, it is essential to reach out to the new businesses. A deal can be struck between businesses. "If you send me business, I will reciprocate." In that respect it becomes necessary to have the customer inform the other business who they were referred by. "Tell them (insert business name) sent you." Some will, some will not. The point is to be consistent about it. When you frequent the business to whom you have referred customers, check with the owner to make sure they know that you are sending them business.
There are businesses that a new establishment should immediately build relationships with. In the case of a restaurant it would behoove them to make friends with the local hotels and motels. A consistent referral to your business will increase your sales, and thereby your revenue all year round. The restaurant just a block down from the TJ gets the bulk of the motel's business because they have an excellent menu, they are good to the motel - referring business to the TJ - they keep ideal hours, and they pride themselves on being a local staple.
Motels and hotels, particularly during the busy season, can increase your business significantly. Because they are open 24/7 they also get customers checking in that arrive after normal business hours. The same restaurant a block down stays open until 11 PM, getting the bulk of my business after 8:30 PM. Does it benefit them? Has the restaurant prevailed in good times and bad? Yes. Give that careful consideration, particularly if your location has tourist traps.
Another benefit to serving motel and hotel guests on a regular basis is that a small, but significant percentage of them will write reviews. These days it is a popular trend to go experience a place, and then tell the online community what they thought of it, from the attraction to the food they ate.
Finally, empathize with your customer. Last night I ended a long day when I had the opportunity to go and purchase something I normally have to pass on. But when I thought about handing over management, getting in the car, driving to the destination, going inside the store, finding the item, waiting in line to pay for it, then driving back to the business, my exhaustion got the better of me. I decided not to.
We are all subject to our cravings. We are creatures of impulse. There are billion dollar companies built off of these impulses. In a small town, so is yours. The goal is to make the experience of your business quick and easy, particularly if you are dealing with a product, or products. Make it easy to enter, easy to get what you need, and easy to get out. The more that idea is mastered, the more business you will attract. The laziness principle, as I call it, can only be overcome by simplicity. Refer to your respective design, and/or streamlining tips for your industry for more help.
In conclusion, the community is already talking about you. By building relationships with the local businesses, and by sending them customers your venture can only succeed. You can also make sure that the people are saying the right things, and giving the right impression, by acting the part. You are being watched. Make sure that you exercise some controls over what is being seen by working outside your doors. You can work on your grounds, building, or home. You can work the community, by being a business owner whenever you are among the citizens.
Understand where you can drum up more business. By establishing a relationship with the hospitality industry you can receive referral business, and get some invaluable online reviews in the process. If you are in the hospitality business, get out and get known as the representative of your business. Finally, make sure it is easy, and convenient for a customer to visit, get what they need, and get out with minimum hassle. The majority of marketing in a small town is done person to person. Tap into it, and you will have a fighting chance of staying in business in a micro-, and isolated economy.
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