The WARC Podcast Marketing effectiveness tips for small and medium brands
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Mar 25, 2025 Les Binet, a marketing effectiveness consultant renowned for his insights, joins Greg Shumchenia from Intuit Mailchimp, who specializes in brand strategy for small businesses. They tackle the unique marketing challenges smaller brands face, emphasizing effective branding on a budget. Key strategies include leveraging storytelling in email marketing, understanding the 'double jeopardy' concept, and balancing advertising spend for growth. They also highlight the power of emotional branding and the vital role of product quality in capturing market share.
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Double Jeopardy and Growth
- Small brands face disadvantages like lower customer bases and loyalty (double jeopardy).
- However, they have growth potential as their customer base can only increase.
The Four Ps of Marketing
- Prioritize product quality, ensuring it meets customer needs.
- Then focus on distribution (place) and pricing for accessibility and profitability.
Budgeting for Small Businesses
- Instead of share of voice, small businesses can use ad spend ratios.
- Allocate a higher percentage of revenue to advertising than competitors to gain market share.