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ecause many online tools offer metrics which can be followed / figured. In addition,
content can go viral very fast, which has a beneficial impact on the (local) brand awareness.
Newsletters were perceived as very useful, but creating one was perceived as time
consuming and requires more communication skills than posting a fast, funny, informal
message on Facebook.
As many SMEs often lack knowledge to fully and effectively use these tools, some roadmaps
would be useful. For instance, tips and tricks about how to be covered or mentioned in a
blog and how to cooperate with other SMEs, using 'affiliate marketing', which doubles the
viral speed is recommendable. These alternatives are cheaper than paid ads and may also
contribute to increasing brand awareness.
Coupons and sponsorships are stirring up mixed feelings
Both large and small companies use coupons, promotions, etc. Experts recognize the
benefits, and the increase in sales is easily measurable: the number of coupons can be
counted. However, according to our experts, many companies have no idea about the most
interesting value of the voucher (“is a reduction of 50 cent necessary, or would one of 30
cent be enough?"). Furthermore, an increase in turnover does not necessarily cause an
increase in profit or in higher customer loyalty. A coupon reduces the margin and, as a
result, reduces the profit. Companies have mixed feelings about using coupons. Some
customers are waiting to spend money until coupon periods and therefore customers are
“conditioned” to postpone particular purchases. Although SMEs can quickly calculate
additional sales during coupon periods, it would be interesting for SMEs to calculate the real
cost a priori, taking into account cannibalization and margin loss, before they use coupons.
This would enable them to decide on these strategies, just as big companies which estimate
in advance whether a certain campaign is profitable or not, and then decide whether or not
to introduce the promotional action.
Sponsorship is another marketing opportunity which encounters a lot of skepticism.
Although a lot of organizations are using this strategy, they do it "because they have no
choice" rather than to achieve marketing goals. SMEs sponsor because acquaintances or
customers ask them for, or because they are afraid the competitors will receive more
attention if they would sponsor instead. Sponsorship is not necessarily in cash, SMEs often
sponsor in products (e.g., cookies, coffee, etc.). The latter is considered more lucrative (the
cost is often much lower than the market value of the product). The ROI of sponsorship is
hard to calculate or estimate. Sponsorship is usually done for other goals than (direct) sales.
The effect of sponsorship could be measured by SMEs by questioning customers if the
sponsorship has had an impact on their behavior or awareness. Moreover, SMEs could
include sponsoring (events) into their online communication, which can, in turn, go viral.
Trivial marketing possibilities are worth considering
Finally, experts report the importance of small, obvious efforts that are often overlooked
(except at the start-up of a SME). Things we usually do not link directly with marketing are,
among others, decoration, corporate identity, logo, sidewalk sign, advertisement on bags,
cooperation between SMEs, local events, vehicle lettering, local flyers, POS, fashion shows
... can certainly have a positive impact on the company's success.
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