By: Gordon Conner
Suzie Stratton, the president of Tinker Toys, a neighborhood toy store in Abilene, Texas, learned that finding the right marketing and branding partner is crucial in today’s specialized world.
For years, the company had succeeded with print advertising, but needed to also adapt to the Internet. She tried several local web-development and search-engine-optimization services and, according to Suzie, “wasted money on ideas from salespeople whose number-one priority was their commission check.”
But then, by luck, Suzie was introduced to a marketing consultant that specialized in online and offline marketing and branding, particularly in the small business sector.
“Their team had an extensive background in building brands for small businesses in this market. They understood our challenges and what we were trying to achieve,” she says. “After seeing the results from their initial recommendations, we expanded our relationship with them, which included digital and traditional marketing, as well as direction for a strong Value Proposition and a brand promise that set us apart from the rest of our competitors in this market. We’ve worked with different advertising and marketing consultants and I’ve learned that it’s critical to work with people who have a deep understanding of what we do.”
Stratton is a toy expert, not a marketing wizard. Marketing is a specialty. Don’t make the mistake of trying to do it on your own.
About the Author
Gordon Conner is a Marketing & Branding Consultant/Coach who helps build WOW brands for small local businesses. He has been providing advertising, marketing and branding and services for 40 years and lives in Midlothian, Virginia. He can be reached at Gordon@BranWorks.com, or www.BranWorks.com.