I’ve lived in Weymouth for less than three years and I’ve already seen a host of bright, ambitious businesses pop up, only to wither away within months. You can probably names some of them, or you’ve seen the same happen elsewhere across the county.
Behind every failed business is a disheartened individual, couple or even family. Dreams have become ashes, relationships are strained and there’s often a legacy of debt.
Is it too bold to say that their problems could have been avoided, or at least mitigated, with some decent marketing advice and action? No, I don’t think it is. I’ve been close enough to some of these businesses to see their reluctance to spend on marketing.
Marketing is the first business action
There’s more to marketing than advertising. Marketing is about the relationship between sellers and buyers, and the very first action is to verify if that relationship is even possible. Because if the customers aren’t there, it won’t happen. Too many firms seem to open their doors in the hope that customers will turn up, rather than having genuine confidence in the demand for their product.
Setting up a business is a risk, there’s no getting away from that. Small-time entrepreneurs don’t have a lot of time or money for market research. But there’s a lot to be said for seeking, and accepting, honest opinions. If everyone says “Well, it could work...” they’re also saying “There’s a good chance it won’t”.
If you’re considering starting a business in Dorset (or anywhere else for that matter), I suggest that you talk to the local Chamber of Commerce. Ask them what marks out the start-ups that have found success, or failed, locally. Learn what you can from the experience of others, because it’s cheaper than learning from your own mistakes.
Getting the message out
Customers won’t buy your good idea. They will buy something that benefits them. But only if they know it’s available.
I could (and probably will) write a post about some of the appalling online marketing efforts by local firms. Websites that are unclear, out of date or just plain wrong. Social media campaigns that don’t justify the name because they’re nothing more than a Twitter account with a dozen posts made in 2011.
Every business needs a different marketing mix - that is, the blend of actions that will draw in customers. But too many don’t seem to give much thought to what is right for them. I’ve seen firms print and deliver thousands of leaflets, to no effect. I’ve also seen firms fail to produce leaflets, despite that being a proven marketing route for all their competitors.
My plea to all Dorset firms struggling right now, and to anyone planning to jump into a business, is please spend more time thinking about marketing. Yes, you may have to spend a little money, but that could be a lot less painful than the loss that comes with business failure.
Do you agree that many firms could do better if they improved their marketing? Or do you think local businesses are being damaged by other issues? Share your thoughts by leaving a comment.
