I worked in the music industry many years ago, and I had just attended a show in Los Angeles. It was one of my first trips to the US, so of course, I had to visit Disneyland. Of course, many of the other exhibitors, attendees, along with thousands of people, got the same great idea, so you can easily imagine a crowded park. 

However, this story is not about Disneyland, but something I experienced that I found funny and has inspired me ever since.

When I lined up for lunch, a lady asked if I had also been at the NAMM show (the trade-show). She then gave me her business card. The company name was Gorilla-something, and her title was 'Banana Peeler.' Moments later, her husband came over and gave me his business card. His title was 'Top Banana Peeler.'

You may think this story isn't anything special, but this is more than twenty years ago, and I remember it, since using simple means can sometimes bring you far - even to INKISH.NEWS :-)

Because you are a small company doesn't mean that you can't market yourself. The problem is that many small companies don't market themselves because they believe it's too expensive. It's an expense they can avoid. 

WRONG

You may need to work smarter and more to get your results, and you may be pickier about what tools you choose, but marketing is an investment, and if it doesn't pay off, you have invested wrongly. 

Marketing isn't about SEO, advertising, websites, leads, etc. Marketing is about achieving an objective. When the objective has been defined, you start finding out what you need to achieve your goal. If you haven't got the money to implement everything, you may have to revise your objective - or be creative. Sometimes you can even use alternatives to achieve the same, right?

However, if your objective makes sense financially, you will have to find ways to work with your budgets.

When I used to sell print, we had a shopping mall as a client. The CEO was brilliant, very persuasive, very creative, and extremely driven towards her objectives. 

She decided to drop the expensive advertising/communication company's - and then develop closer relations with us (her printer), her local newspaper (who happened to have a good designer), a photographer, directly with a small model agency, and essentially to cut out the "middleman" to get more work for the same money. That put more work and responsibility on her shoulders, but in my opinion worth considering if you are on a budget - which most of us always are.

This does not always work, but the fact is that you have to find ways to stretch your budget to get the work done. 

Or - you have to be even more creative in finding even smarter solutions. 

I always start is with my brand. How do I want my customers, suppliers, prospects, society, and employees to view my company? 

If you look at some of the big companies like Apple, Microsoft, VW, Toyota, etc., most of us have an idea about them. Strangely enough, most of us have NO idea whether our view on them is correct or not? They use branding - often long term - to ensure themselves. In our industry, we for sure know Heidelberg, Koenig & Bauer, Canon, etc. They all started as small companies too. Though they have had a long time to develop a market and their brands, these are the types of companies you eventually will compete with. 

This is also an advantage since the larger companies often are less agile so that you can turn their size into your advantage.

Suppose you, for example, develop and sell software. In that case, your branding has to be consistent, from the user interface in your software to your website, how your invoices look, your adverts, and what words/expressions you use in your communication. Everywhere your customer meets you, your brand must be recognizable and consistent. 

I believe that you will find this work fun - and challenging. But I am also sure that your effort will pay off with higher sales and brand-recognition, but even better makes your daily work easier managing PR, websites, advertising, etc.