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!

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