Looking for clues to small business marketing? Look to Brazil, India and China.
Posted by Dave Mace at 9:42 pm
Watching tonight’s episode of Top Chef on the Food Network got me thinking that Brazil, India and China have much to teach us about stretching our horizons as small business owners.
In the elimination competition tonight, contestants drew numbers to decide the order in which they would select the cuisine they were to cook.
I don’t think it was any coincidence that Mexico, Italy and France were chosen first, and Brazil, India and China were selected last.
Like many small business owners, the chefs in tonight’s contest were drawn to the familiar.
Granted, it’s easier for most chefs to identify with tamales and pasta than curry and duck. By the same token, it’s easier for small business owners to settle into the comfortable realm of print ads, billboards and radio spots.
Interestingly, the Indian dish made by the Hispanic dude who had never cooked Indian food before was one of the judges’ favorites. He was willing to stretch himself, and it paid off.
As you consider your marketing budget, examine what is working and what isn’t. Think about mixing things up. Sometimes, the most effective strategies, such as networking, public speaking, events and causes don’t cost nearly as much as paid ads and direct mail. Being willing to stretch your budget and expand your strategic palette is a great way to set yourself apart from your competitors while saving money.
Brazil, India and China are increasingly en vogue. At the same time, they know how to do more with less. That makes them more competitive. You can do the same thing by retooling your marketing. Start today.
