Recently, I had a conversation with a salon owner in a neighboring town. She was in need of a web designer and I happen to be one. I offered my services and a free consultation. After learning that we are a small start up and I do the majority of the work, she chose to go with a larger company. I asked her why she had chosen them and she gave me the ‘Bigger is Better’ line.
I respectfully disagree.
Two months later I saw her website and it was a standard WordPress site using a template. Basically, the same route I would have chosen, for 4x the cost. All for the right to say bigger is better. I noticed their social media posts were generic and used older images. The images didn’t even follow any design principles (proven to attract and retain customers). Two weeks later I saw the salon group picture they used on her website in a social media ad campaign for my gynecologists’ office’s annual exam reminder. Imagine how many times I laughed about my discovery that day. A LOT. In fact, it fed my funny bone for weeks and I’m still laughing now. (I mean, when were those ever a group thing?)
Two weeks later I saw her salon group employee picture they had taken and used on her website, in a social media ad campaign for my gynecologists’ office.
In her haste to choose someone, she didn’t take the time to research what a more personalized approach would mean to her business. She went shopping at a big box store agency and didn’t even look in the door of the cute little mom-n-pop shop around the corner that offered the same type of services. She paid the price in more ways than one.
Does size really matter?
Small businesses need to stand out in the market, not be lumped in with others and treated as part of the fold. They need marketing strategies that are theirs and theirs alone. This includes photography, web design, graphic design, and promotional materials. Unique and repeated = memory retention. Especially in small little Cache Valley. You need someone who isn’t just big, but DEVOTED TO YOU. Someone who knows your business, your vision, and your goals, not someone who would cut corners to save cost on a marketing campaign.
With a smaller, more personalized approach you get undivided one-on-one attention. We take time to get to know you and make sure your wants and needs show through in every bit of your business. From logo design down to small thank you cards, you should be reflected. This allows trust to build with your customer, because your message stays consistent. It isn’t the vision of five different “account managers” through the revolving door.
Sometimes the shotgun approach in marketing misses all of the targets when a well-aimed rifle would do the job. Take time to aim for what you really want. You shouldn’t have to compromise on what you believe to succeed with your business solutions. Although, you may have to hire a better shot!