Small Business - Please Hear Me

 This week's news led to another business that failed and blamed COVID. While these are valid external issues, the real issue is the company did not shore up its consumer base before the pandemic.

This particular case was a seafood restaurant located in Richmond, VA. The only reason I knew it existed was that I noticed it when I was visiting another establishment and drove by it. Plus, the restaurant before met the same ill-fated end without a global pandemic to blame.

What did they both have in common? That is a great question. Neither company advertised and were out of business within the year.

The true blame lies not in COVID but a real need for advertising. In my 20 years of adult life, I have seen many businesses fail. Almost every time there was one culprit. The sheer lack of an advertising plan.

Had I started that company, my first step would understand the market. If I did not, I would hire one of those strangely extroverted creative thinkers. Yes, your neighborhood friendly marketing person. For the love of all that is important, please listen to them.

You cannot build a business and expect people to just show up and hand you their money. The movie Field of Dreams lied to you. If you build, they will not come unless they know you are out there. You must give a consumer knowledge of your existence. Most importantly, they need to know why they should buy your products or services.

Please hear me when I tell you this, you have to advertise in some form!

Every new business owner should be required to take a marketing class to receive their business license.

Your advertising plan should be dependent on your market, your target audience, and your external environment. No matter how you do it before you open your small business, set aside marketing dollars. Advertising is the true key to success.

If you would like to set up a time for a more personalized look at your business, contact me directly at charityvrupp@gmail.com.