During the holiday season, shoppers hit the stores looking for gifts and businesses amp up their marketing strategies to win the holiday race, including direct mail, in-store promotions and even seasonal catalogues.
However, often big-box retailers can receive the greatest focus. But a recent article in Inc. magazine shows that small businesses aren't without their advantages and, in some cases, even outsell their competition.
In the article, Geoffrey James advises small business owners and marketers to make sure consumers know the difference between their shops and those of their bigger counterparts'. For example, owners may want to underscore in their direct mail marketing materials the superior aspects of their products or customer service operations.
Furthermore, owners need to assert these advantages with the utmost confidence. "Convince yourself (and thence the customer) that a customer would be foolish or crazy to buy from anyone else," James writes.
Differentiation shouldn't be limited to product emphasis, though. Small businesses should think about how they can get creative with their marketing materials, using bright colors, interesting shapes and dynamic content.
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