New Small Business Marketing Strategy: Moving into Retail and Onselling Services

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Okay I’m still developing ideas for my space, that is my little garage warehouse space that I’m going to get going here in grey lynn, Auckland, New Zealand. I really think I’m going to establish accounts with some of my suppliers to get their products into my space.

Products and services.

With what I’m doing, it’s about having the location and the brand building skills as I do to continue to develop my customer base - clients who are coming in maybe wanting cd / dvd duplication, or online marketing, or posters,  or computer or office items that we stock are going to be made aware that we provide a range of services that are conveniently located, competitively priced and supplied by a trusted agent.

So that’ s definitely part of the long term plan, setting up that space, but at the same time I have to start building demand for the business services I’m able to provide now to keep up momentum.

We want more fruit trees and a bigger orchard . . . but lets not forget about the low hanging fruit on the trees we do got!

Cos to be honest as we expand this metaphor, some of that fruit aint so great.

In the area of providing services under my brand and leveraging the connections I have, I can deliver a range of services without actually having them take place on the premises, but once the premises is more established it will help build the brand and customer experience as an easy drop off and pick up depot.

My Music Marketing and Small Business Marketing services are also able to be provided without the need to extend the premises but if I’m offering a range of services that also include cheap graphic design, web design, combined with print, copy,  CD and DVD duplication services etc. and probably most importantly, whole marketing strategies and packages directed toward higher level clients then you’re going to want to have premises where you can direct and manage the flow of these activities as well as building the customer experience and business brand.

The brand building is associated with ease and access, as well as value and trust, so our established people and leads generated from word of mouth and elsewhere are walking off the street with promotional needs and technical needs and we’re able to structure complete solutions while maintianing the signifantly affordable prices that has been our main selling point.

But having the premises set up for that kind of activity isn’t here yet, so while maintaining CD production I need to develop other high value propositions that I can provide without disruption immediately but then continue to grow.

Music Marketing has proven easy to tap demand, but this market demands very high value.

Small Business Marketing is hard to focus on targets in a competitive market place and is also relatively demanding as clients will want to see results quickly.

Printing and Copying services is emerging as one of the more favoured ideas. It is low margin especially when outsourcing this service but it is definitely in demand - but it is also very competitive. But an important factor with printing and copying is it related to a niche we’ve already been involved with for some time - auckland postering - so really we’re just going deeper on an already established niche.

Printing and Colour Copying Services sits a top a number of things that could be outsourced including other promotional items such as stickers, apparel - whatever is appropriate, convenient and can be assured by a strong partner who fulfills the order. Obviously breaking into a serious market for such promotional materials would be a challenge, but the demand for print services is a strong centrepoint from which to make customers aware of what other services are offered under our trusted brand.

I guess the thing is there are certain factors that need to be accounted for when outsourcing services - like being aware that while you’re dedicated to building up your brand as a trusted agent, you’re hoping that there will always be a provider for you to partner with. What happens if you build a brand and built a customer base just to turn around and discover your supplier or provider has fallen over or drastically reshaped their operations or costings?

Find another one? Hope you’ve built enough demand to play ball with? Stay flexible and roll on the providers lead? All these options exist - and underline the point that this style of small business diversity and growth, moving on to be a secondary supplier rather than a primary producer - the risk is not so much in investing into developing a product or service, but relinquishing basic control of the products and services provided and focusing on marketing and brand as your major point of leverage.

So although you invest mainly into marketing and branding, really that’s nowhere the risk of developing a primary product or service that’s not competitive at all and not having the marketing and branding muscle.

With the marketing and branding strengths at the fore as long as you stay flexible and adaptable when primary suppliers and providers start to shuffle, you’ll stay insulated from over committing  resources into a new venture that you’re unable to make viable quickly.

Email, me Matt @ Kurb it’s kurbpromo@gmail.com

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