PLAYING WITH THE BIG BOYS--HOW TO COMPETE WITH CHAIN STORES
Can a Small Business Really Compete With Larger Corporate Stores? Yes. The Key is Focusing on Benefits, Benefits, Benefits.
By Alvin Apple
Ashley opened a posh little gift shop and decided that the best way to advertise was a 15-second spot on one of the local television stations. Her commercial emphasized that people should stop by for the grand opening. When her shop first opened, it was visited by a steady stream of customers, many of whom came by because they had seen the commercial.
After her shop had been open for several weeks, business began to taper off. Ashley visited several of the larger, chain gift shops in town and found that business was booming.
Ashley couldn't figure out what the problem was. She felt that her products were unique and stylish. She thought customers would be intrigued by a shopping experience that was more personal than that in stores like Pier One Imports and Pottery Barn. In her advertising, Ashley emphasized that people should come by for the grand opening, but she figured the shop would sell itself. She didn't understand that people might fail to see the benefits of shopping in her store if those benefits weren't pointed out to them.
Here are some advertising techniques small businesses can utilize to compete with the chain stores:
1. Emphasize the Uniqueness of the Product--People are often attracted to the idea of getting something unique from a smaller, independently-owned business, but are used to the larger selection a chain store can offer. Ashley could have featured the originality of her stock as compared to the universal stock a chain store offers.
2. Challenge the Comfort Zone--Shoppers often create a comfort zone of buying from stores that have everything. They know what they're going to find there, and that means they don't have to take the time to search. However, many people shop because they enjoy it. Always knowing what you're going to find can be boring. Ashley's store offers mystery. People won't receive a catalog that shows everything they would see if they went to the store.
3. Create a Logo--Although Ashley's store isn't on the same economic level as the larger chains, she should make her business as recognizable as possible. One way to do that is to hire a designer to create a logo that represents your business. Many companies spend millions of dollars making their logo familiar to the public. One could also include a jingle or an original piece of music in commercial spots--something a viewer can become familiar with.
If your small business must compete with the larger chain stores, don't lose heart. Focus your advertising with the above suggestions and begin to level out the playing field. Good luck.
Alvin Apple helps everyday people start businesses they will enjoy. He then teaches them how to succeed. Read all his helpful strategies, including his latest article, HOW TO WRITE THE PERFECT CLASSIFIED AD at:
http://AlvinApple.com
You may also reach him by calling (801) 328-9006 or by emailing
alvin@drnunley.com
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