Smaller=better

It is not in every aspect of my life that I think that Smaller is better but marketing-wise, I believe smaller organizations will be in a better position to face the challenges of the post-recession economy.

Let’s face it, I love Small and Medium sized Enterprises (SMEs).  I always liked the entrepreneurial culture that often emerge from them. It ignites me. However, as a marketer, I went through many frustrations in the past because most SME cannot afford the old School marketing tools (TV Advertising on TV, major promotional campaigns, billboards, big sponsorships and so on). This stuff was meant for Big National brands… Although the cost of traditional marketing is expected to go down, I do not think that lower costs should drive SME to use more the aforementioned traditional tactics to build their brand and be successful.

I am not the only one to advocate that small is beautiful,  Peter Brugman on his Harvard Business Review blog said « Small is the new big. Sustainable is the new growth. Trust is the new competitive advantage. » 

Seth Godin, recently did also a nice post about The Right Size of organizations. He gave numerous examples that show that bigger is often worse. He advocates that companies should not aim to get bigger. 

And that is the whole point, we use to hear the bigger, the better? (it is sometime part of corporate mission statements) Yah right. I think this era is about to end. The post recession-era will greatly favor the Small and Medium Sized organizations. Why? It is plain and bold common sense. Let me give you just a few arguments

  • The new economy requires more flexibility than ever. Organizations must be able to adapt their business model to the new reality.
  • Post recession consumers will be seeking for « trustable » brands. Big corporations will have to re-build that link with their consumer base and one-way traditional marketing campaigns will not be enough. (And that should start with the big financial corporations…)
  • The era of conversational marketing has begun and small companies will be better equipped to leverage the new 2-way marketing communication tools (blogs, social media, etc). Why? Because of their human scale and their true authenticity. Also, the very affordable nature of the new tools make them awfully attractive to SME.
  • Post-recession consumers will buy more locally. To encourage the smaller local manufacturers and to show a greener attitude.
  • Smaller companies, because of their size, are more capable to adapt their business model to serve The Long Tail.
  • Small companies are usually more agile in their market-based decisions. Therefore, they are less liklely to be stucked in the « paralysis by analysis » syndrome that often affect larger organizations.
  • They are also more willing to take risks, I mean calculated risks. In that sense, the new marketing tools represent very low risk alternatives to traditional marketing media.

So those are the few top-of-mind-reasons why I think smaller organizations will succeed in the post-recession era. As a SME marketer, I can tell you that we are presently sowing all the seeds required to harvest market success when the economic storm will be behind us. What about you? Are you busy managing the status quo or preparing the ground to build your future growth?

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How many times a week should you visit my blog?

Since I started blogging (and this is quite recent…), a few people are asking me how I can write posts on such a frequent basis?  The question should be in fact, how can you write original and insightful posts on an almost daily basis knowing  that you have a day job and 3 kids that awaits  for their dad at home? I do not pretend that is what I did so far but at least, this is what I am aiming for. Follow me on this blog and judge by yourself!

In terms of post frequency, there are several schools of thoughts in the community of bloggers. Some are saying you should just post ultra-original content even if it only happens once or twice a month.I disagree. It is a matter of perspective. Your content could always be original for someone. It is a matter of reaching these people. Some others are saying, you should post a minimum of 2-3 posts a week to keep your blog alive. It could be true…

Seth Godin , the famous marketing guru, is posting on a daily basis since many months, see the Advertising Age interview here about his posting frequency strategy. His blogging goals are:

  1. To spread ideas
  2. To put his ideas out there and get them out of the way of the next idea
  3. To encourage people to add alacrity to their diet

You could also add, to relentlessly build HIS brand, which is a very noble objective when your day job is to write and sell marketing books.

Mine are somewhat different.

My objectives with this blog are to:

  1. Create an exchange platform where marketing decision makers could spread and share ideas and experiences. If I can act as an igniter or at least an idea funnel, this will be a great achievement.
  2. Build a better marketing practice. Especially within Small and Medium sized Businesses that are often struggling with the challenges brought by modern marketplaces.
  3. Have fun! This is why the tone of this blog will NOT be 100% serious and professional.

To achieve that, I will post every time I think I have something that could help me attain one or many of the above-mentioned objectives. It could be daily or once every 2 weeks. 

I am my own editor so if I fail to bring you content in-line with these objectives, be honest and drop a comment. I will rectify.

PS: For the non-geeks, RSS feeding is an amazing tool. Subscribe to it for free on this blog and receive the headlines of my posts directly in your reader. You will be able to filter by yourself what is interesting for you.

Hello world!

Welcome to my blog.

I finally made my way into the blogosphere. One year ago, I was thinking that bloggers were antisocial people who did not want to interact with other fellows in the real life. I had major misbeliefs about blogs, their utility and the people who were spending time publishing them.

I changed my mind.

I am the living proof that anyone can change his mind on any subject, especially a fast moving one like the web 2.0…

My goal with this blog is real simple: Connect with other people sharing the same interests.

The blog format makes ideas and experiences exchange very easy. It became obvious that this medium was the best one to express all the things that were literally boiling in my mind!

The main theme I want to discuss is marketing strategies in Small and Medium size companies .I have mainly worked in SMBs (PME en bon francais!) and I have always thought that marketing classes and handbooks were totally disconnected with the reality of these entreprises that represents about 80% of our economy. In a fast moving environment where everyone talks about ROI, web 2.0, conversion rate, fragmented markets, increased competition levels, better informed consumers and so on, I wanted to create a platform where SME’s marketing managers, Product managers and other marketing decision makers could spread and share ideas and experiences with other fellow marketers and build a better marketing practice.

Yes this blog will mainly discuss marketing topics but I have many other subjects of interest: Music, motorcycling, running, parenting, cooking, etc. I will share with you my point of view and opinions on these matters on a less frequent basis.

Enjoy and again, welcome to my Blog.

Etienne