Comments
Beating the Big Boys
Tim and I are staunch small business supporters. I can't understand why Starbucks are popping up all over the place, who are these people who prefer the monotonous uniformity of global coffee to the kooky/classy/DIFFERENT little coffee shops that used to litter our streets. It's all very well and good offering warm fuzzy motivational stalk about beating the big guys by being who you are, but for a lot of small businesses these days, that does not stop a global giant parking up next door, undercutting prices and welcoming in your old loyal customers.
So what can you do?
Duct Tape Marketing has an interesting post entitled 'How To Beat The Wal-Marts'
It's tough but true. Big businesses can get customers on price. Small businesses must offer a complete experience.
e.g. Recently we were in Auckland looking for dinner. We came across a Cuban restaurant/bar and were welcomed at the door by some fast spoken spanish, a quick language lesson then a warm welcome into the place. This was no ordinary bar, they completely embraced the experience, from spanish speaking nights, spanish movie nights, dancing nights, a staff that was so friendly and fun you left feeling like you were their new best friend. From entry to exit, you were as good as in Cuba. In the end, they weren't even cooking that night, but by that stage the actual food was unimportant, we were no longer buying food, but a chance to hang out in this neat place. And I love my food.
UPDATE: Mike Wagner from Own Your Brand has an excellent example of the difference between owning your brand and not. (he obviously knows his stuff)
Duct Tape Marketing Blog Channel
Also, we have recently joined the Duct Tape Marketing blog channel. Some of the people in this network are our version of movie stars with the fame they have achieve through their blogging. This is very exciting, and looks to be shaping up to be the best small business marketing resource on the web (if we do say so ourselves). Check out the entire 22 blogs here.
July 6th, 2006 at 9:38 pm
…and the coffee is not that flash either. I much prefer Atomic on Ponsonby Rd (..er what are they called now?) or AllPress at Vicky Market.
July 6th, 2006 at 10:57 pm
Yea, I think its the special additictives, i mean additives they put in that really keep people coming back without knowing why, we'll have to pop in and see you guys at e-see in Akl next time we're up, cheers, tim.
July 8th, 2006 at 8:39 am
I have also been surprised by the rise (and acceptance by locals) of Starbucks in small cafe strips. This means, of course, that small business has to compete fiercely every single day. It is not enough to rely on your hard work over the last 5 or 10 years … and even your most loyal customers may “try” something like Starbucks and grow to like it. Try thinking what you would need to do to improve the “experience” of your business if you charged entry at the door. It is your innovative thinking and personal implementation that will win against the big boys. Believe it.
July 10th, 2006 at 5:08 am
Small business is a sphere where creativity and hard work should be the main objectives.
As Glenn Ross at http://www.allbusiness.com says to be successful, you had to build and nurture relationships with customers, co-workers, and others
(this is not an ad, just a research). He also emphasises the role of the relationship management practices of CRM.
I think that’s right cause to compete with business giants nowadays we need to have something unique to offer people. It’s not a product or service. It’s a good and hearty relationships that we all seek these years.
July 10th, 2006 at 3:27 pm
Yea, it does seem to come down to relationships. Big businesses simply can't build the relationships small business can (they do in their own way of course, but it's not the same).
These days becaue life is so busy, sometimes, the only time you have a little bit of frendly interaction in your day is when you nip out to buy something. If you see a person instead of a 'trained sales professional' the experience is that much the nicer ;)
Just out of interest, I've never really been to a Starbucks, do they have customer service down? sounds like theres no good coffee, so what is it that has caused people to make the switch?