How ‘Small’ Business Can Do ‘Big’ Marketing.

We have been very successful here at Nutshell Creative.

We work with some pretty big names, and of course we are very proud of our client list because that is the best stamp of approval for our work we could ask for. We lead our field in several areas such as data-driven and cross-media campaigns so we must be a huge marketing company. Right?

Well, no actually.

We are really quite compact. OK, compact may be a bit of an exaggeration because, in fairness, we are not exactly cramped. In fact, as I look around the office now I wonder how much space we have given to our ‘funky marketing people’s’ accessories. It’s bright in here without a doubt, but hey, we are designers and creatives, and we need our table tennis in the meeting room and surfboards on the wall and such. Anyway, regardless of the décor I could still pick up an eraser and hit anyone in the office. In fact, I bet I could hit someone sitting on the sofa from here. Not that I would, you understand. Not unless I had been having a really bad day.

The truth is; one of our biggest strengths is that we are the opposite of a huge, organisation. We have modest, but comfortable, offices in Stony Stratford, which is a fairly small town near Milton Keynes. We get lunch from the baker’s on the corner, while we are out we buy the makings of dinner from the little place over the road, and occasionally we treat ourselves to a beer or two in the local pub. Our kids get presents from the local bike or toyshop and when we need a haircut, guess where we go. We are a small business ourselves, and we support the small business community. Not out of a sense of duty or obligation, but because it offers great service, the right products, and we are part of it.

So yes, while we understand how to excel at cross-media marketing where we weave digital and traditional methods to create campaigns for large institutions and multi-million-pound businesses, we also understand the way small and local businesses work and the pressures they face when trying to attract customers.

Some time ago we were discussing this subject, and it raised the following two-part question. How different are the needs of a large national business and a local business and is it possible to apply the methods used for national campaigns at a local level?

You could be forgiven for answering those two questions in the wrong context, as initially we did. It is very easy to look at one of the larger campaigns we have put together and assume the resources needed are out of reach of the small business. When you are looking at the data gathered on hundreds of thousands of customers and how that can be used to maintain your contact and keep them informed over multiple media platforms, it seems like they are poles apart from the independent SME of which there are in excess of 5.2million in the UK ad around 8 0,000 residing in Milton Keynes.

But that isn’t the answer to the questions we asked because when you consider the basic function of marketing it is a simple one – Marketing is about raising awareness of a product or service to a specific group of people. When you consider it this way you realise that the basic needs of the small business are exactly the same as the needs of a multi-national. If this is true, we reasoned, then it must be possible to scale the principles of huge campaigns to a smaller business and, by careful planning and implementation, make it an affordable return on investment.

To cut what happened next short (we would be here a long while if I described every exciting meeting), we went to work on figuring how we could apply our mass marketing skills on a local level.

In recent months, we have been working with several local businesses in our community to help them raise their profile and talk to the right people about the products and services they provide. It’s worked, it’s affordable, it’s paying dividends for the clients, and now we would like to talk to more people about it.

So if you think we can help, why not call us and see if we can turn your marketing budget into a focused and effective big business style campaign?

I should also point out that I am not actually in the habit of throwing erasers at the team, and no Creatives were harmed in the process of writing this blog.