Big Doins’ in Small Towns

Do you live in a small town? Many distributors do, and occasionally we’re asked if they can do well in Small Town America. The answer is an emphatic yes!

Now there’s a book and a web site that can help you—its title says it all: How to Market, Advertise & Promote Your Business or Service in a Small Town, by Tom Egelhoff.  A former salesman and business owner, Mr. Egelhoff collected data on how businesses prospered in small towns.  He discovered that most books about marketing and promotion were geared toward large corporations, and wrote his book specifically for the small business in a small town.

In smaller communities, business owners and consumers tend to be less driven by ‘the bottom line’. Egelhoff found that familiarity, friendship, and trust were far more important. When a new business comes to town, there is a period of adjustment that can be shortened by networking, just as in a big city. However, in a small town, a newcomer can become known and accepted by attending church socials, civic events, and school functions. It’s important to break the ice, getting to know people—because they’ll be your best customers and your best advertising.

Once the newcomer has been accepted, establishing a good reputation is most important. Word of mouth travels fast in a small town, and great customer service is absolutely essential. Businesses in large cities often give poor service, relying on a large population to provide new customers. That’s impossible in a small community, and a poor reputation can spread quickly, killing any chances for success.

We always stress that great customer service is absolutely essential to the success of your business, no matter what size your community is. It’s just as true in small towns as in large.

What this book (and its website) can do is help you with marketing strategies that are best suited to small towns, without offending there sensibilities. If you have internet access, there’s a wealth of information for you, including the website connected with this book, which you can download or order at www.smalltownmarketing.com. No matter where you live, your town is the right size for your Refreshment Service!