To smaller businesses, big brands can feel like they have existed since the dawn of time.
They often have deep banks of knowledge–and deep pockets to match. But life as a marketer at a small or mid-market business (SMB) is a different story. There is a lot to learn from brand behemoths. But these businesses also exist in a different world, with different rules.
However, there are evergreen marketing strategies that can be transformative for small and mid-sized brands. Intuit Mailchimp’s latest report, How to Grow your Brand: Marketing Strategies for Mid-Market Companies, shares insights from some of the brightest minds in the marketing effectiveness field.
Here are five tips our experts suggest SMBs should pursue through the peak holiday season and beyond.
- Standing out > Selling out
In our report How to Grow your Brand: Marketing Strategies for Mid-Market Companies, marketing effectiveness expert Les Binet offers advice to SMBs on how to balance their marketing budgets.
He argues that brands must understand their position within the market. Especially if they are new, niche, or have a premium pricing model. Growth strategies should reflect these characteristics.
Binet argues improving customer experience plays a larger role in fostering loyalty compared to relying on CRM programs. Pricing strategies are equally important. Discounts and promotions that offer short-term gains can also damage long-term profitability, so they must be used strategically.
It can feel like David vs. Goliath, but Binet notes that it’s important to remember how that fable ends. “When growth slows, brand owners often make the mistake of thinking that marketing is no longer working and, therefore, cut budgets. That opens the door to challenger brands like you.
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Source : https://www.marketingtechnews.net/news/5-marketing-growth-tips-for-small-to-mid-market-brands/
Elon Musk has become an increasingly divisive figure in recent years – but can his rightward shift sell more Tesla cars? Behavioural science says it might.
Even if you’re an infrequent user of X (or Twitter, if you’d prefer) you’re bound to have come across Elon Musk’s opinions. He’s a voracious tweeter.
According to analysis by The Economist he posts 220 times on average per week — and these comments are promoted heavily by the algorithm. It’s enough to make you wonder how he has enough time to run so many businesses.
His posts are also increasingly political. Again, The Economist notes that between 2016 and 2021, about 40% of his posts focused on Tesla and SpaceX. Now, it’s only 11%. Meanwhile, his political posts have risen from less than 4% to over 13%, covering mostly immigration, free speech and crime. There’s a definite swing rightwards.
Much of the ad industry commentary has been about the risk of alienating left-leaning users of Tesla and X. And there’s evidence of an “X-odus”. Ofcom reported that the UK usership of X has fallen by 4 million users since Musk’s takeover.
But there’s a flipside. Musk’s swing rightwards has the ability to attract new groups to electric cars. His political positioning might detoxify electric cars among MAGA enthusiasts, for one.
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Source : https://www.marketingweek.com/why-it-works-tesla-musk/
Liquid Death is “temporarily pausing” international sales, including the UK, after bringing its European production to the US last year.
Liquid Death is “temporarily pausing” sales outside of the US, including the UK, following a move to bring its European production to the US during summer last year.
The canned water company said in a statement shared with Marketing Week that “despite strong demand and brand awareness growth in our limited international rollout”, it will be pausing international efforts due to no longer having production capabilities outside of the US.
As first reported in The Grocer, Liquid Death has said it will re-evaluate its position outside the US in due course.
“We look forward to meeting the international demand in the future when our supply chain can support these efforts,” it said.
Launched in 2019 in the US, Liquid Death debuted in the UK in 2023 in Co-op before expanding to Tesco, Iceland, Ocado and Nisa.
The brand invested heavily in events to support its UK rollout, partnering with Live Nation as well as sponsoring Download Festival in 2024. The company’s valuation was $1.4bn (£1.09bn) as of March 2024, according to its own figures.
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Source : https://www.marketingweek.com/liquid-death-stops-sales/
