Entrepreneurial and Small Business Marketing

Host: University of Derby

Location: Online - Webinar

Date: Wednesday, 18th November 2020 at 10.30am - 12.30pm

Cost: FREE


Small businesses and entrepreneurs offer unique services and products which have the potential to attract a loyal following who identify with their brand. But in a resource-scarce small business scenario, are the marketing techniques used by large corporations effective?

Traditional marketing has used ‘transactional’ techniques which focus on generating a large number of sales rather than developing relationships with those identified as the target market. However, in a world where connection, belonging and community are becoming increasingly important, consumers are not responding in the same way to these techniques.

A more individual approach that builds relationships and a feeling of human connection is required. Small businesses and start-ups are ideally positioned for this type of marketing. Their personalised services and relatable backgrounds can develop a feeling of trust which allows these relationships to be nurtured.

Learning outcomes

The session will help you to understand how to attract new customers and retain existing ones, using a 'Tribes' based approach. You will learn how to identify and attract passionate consumers who will become your brand advocates and understand why this is so important for your business.

The session focusses on delivering a message to small organisations that traditional marketing creates 'sameness' whereas the need of today is to be distinct by identifying and promoting your authenticity. You will hear inspirational examples of successful Tribal marketing strategies using the unique tool of story-telling. You will also have the opportunity to ask the advice of our expert academic in a 30 minute Question and Answer session, ensuring you’re well prepared to go and find your tribe!

Book Now

Back to events

Book an Appointment with an Adviser

Your business is unique but the challenges you’ll face in business aren’t, we can help get you through them.

Our free and impartial support is delivered by experienced and expert business advisers, giving you the right advice at the right time for your business. 

Contact us today to access a wealth of support, events, business growth programmes and expert advice.

Heather Bradford
Business Adviser
Image of Heather Bradford
I would like to book an appointment