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Competing Against the Big Guns - Part 2

Winning out over much larger, well-funded competition isn't easy – but it can be done, if you play by your own rules. Find out why marketing your own way is the only route to success.

Like Davids against their Goliaths, small businesses can compete against large companies that boast enormous marketing budgets – but it's not easy. Large companies can advertise freely in newspapers, on billboards, even on TV. It's useless to try to compete with big businesses on such terms – you won't have the resources and will inevitably fall behind. Instead, look to other forms of marketing that can accentuate your own extensive knowledge of your target market customers.

For example:

Direct marketing. This could involve conventional post, a telephone call or (if you want to be really cost-effective) email marketing. If you haven't already built a good database of your customers, start one today - it's your goldmine! Get all your customers to supply their details to you, using tactics such as a competition that requires them to fill in a form.

Remember, though, to make direct marketing "permission marketing." First ask customers if you can keep in touch with them by mail, telephone or email to keep them informed about special bargains, new products, a special sale or previews for "selected customers only." Make sure the offers are worth redeeming – don't abuse the permission they've granted you by contacting them too often. Also provide a clear Privacy Agreement that guarantees you will not pass along their details to anyone else.

One further tactic works well: always give them something useful (and free) when you contact them. This could be a free sample, or a free piece of advice or useful knowledge that will help them. This way you get your customers to look forward to your communications rather than having them think 'What do they want from me now?"

Customer referrals. Encourage your existing customers to recommend your services or products to others. Many businesses offer existing customers a discount for every new customer they refer. However, this can make some people uncomfortable (they worry they're making money out of their friends). If this concerns you, consider more subtle incentives such as membership in a select clu

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