A trip to the United States has marketing expert Franziska Iseli-Hall thinking about the importance of size in relation to business. When it comes to marketing or advertising campaigns, packaging and products, does big mean better?
We landed in Honolulu, Hawaii only a couple of days ago and it’s so true, everything seems to be much bigger here, especially for someone who grew up in Switzerland and lives in Australia. Big cars, big meals, big supermarkets, big take-away cups, big advertising signs, big waves (which my husband is really excited about and I’m scared!).
It made me think about marketing and whether size matters not only with regards to advertising but also with regards to products and packaging. And my conclusion is that the importance of size totally depends on your target market. In the US, for example, people are used to big cars, big pizzas, big take away coffee cups… whereas in Australia, if you drove around in a big car or sold massive meals, you would stand out straight away, because it’s not a usual sight. If you want to attract people that love a big dish, you offer big dishes. If you want to attract gourmet food lovers, you should probably opt for smaller portions.
What about advertising though? Do you need big advertising posters all over town to get noticed? Not at all. In fact most small businesses couldn’t afford to paint their town in their branding colours and there are much smarter marketing strategies that will get you noticed. Phew! (Don’t worry, we will look at different strategies over the coming weeks.) Plus, a Ferrari is just as noticeable as a huge Chevy, not because of its size, but for its prestige and style.
So for your own business, think about how you can stand out by adding style, value or a point of difference without having to spend thousands of dollars on big advertising. Can you stand out by how you display, deliver or package your product? Or by the professionalism of your customer service?
I’m off to have a big meal (luckily ‘doggy bags’ are also common here!).
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