Cross-section of small business clients from 1992-2003, before
publication of Marketing for Smarties Workbook:
 : diverse business consultants,
accounts, architects,
lawyers, and engineers
:
PCs and mainframes; applications development, internet companies, packaged software,
professional services, systems integrators,
service bureaus, repair and maintenance, etc.
:
banking, brokerage, securities and commodities
dealers, and real estate
:
event management, graphics design, media relations, not-for-profits, consultants
to not-for-profits, outsourcing, publishing, and retailing |
Over the years, we learned that most small businesses owners have little marketing
know-how while money for activities or professional assistance is scarce. Our
task usually turned into helping owners market themselves, internally through
staff (if they have any), or with inexpensive part-time assistants, or on their
own.
To make owners self-sufficient, in 2003 we published Marketing for Smarties
Workbook, 14 Steps to Sustained Growth, accompanied with Toolshed, electronic files of
the worksheets from the workbook on a CD.
A how-to book, the methods had to be proven. We began field-testing, prototyping,
and proving the program at U. S. Small Business Administration financed Small
Business Development Centers in New Mexico. The program was introduced in New
York City in the fall of 2005. (See
Events Summary).
We found that few owners “get” marketing
on their own. What really works is the workbook combined with coaching,
tasking,
or peer exchange. If possible
it’s best if all the components are present in The Marketing for
Smarties Challenge.
Do the methods work? In addition to diverse
small business owners in services or manufacturing, commission-only
sales representatives, college
recruiters,
community development officials, and others have been through the program.
Here’s
what many said: In The Owners’ Words.
In 2004, the Quality Center for Business at San Juan College
in Farmington, NM started a Marketing for Smarties Train-the
Coaches program for the Southwest
region.
The United States Postal Service, one
of the largest marketers to small businesses in the nation, has
sponsored Marketing
for Smarties Challenges from the beginning.
JP Morgan Chase, Washington Mutual, and Wells Fargo have sponsored
one or more events.
Quality Center for Business, San Juan College
University of New Mexico
Doña Ana Community College
Santa Fe Community College, Santa Fe
Wells Fargo sponsored the training events
and a number of The Challenges.
The United States Postal Service sponsors Marketing
for Smarties Challenges offered by the foregoing hosts.
*Small Business Development
Centers are financed by the U.S. Small Business Administration
and by state governments. Each center is located at an educational
institution in its district. To find an SBDC in your community,
click on http://www.asbdc.org.
The Planned Growth Company frequently supplements The Marketing for Smarties
Challenge one or more of the following events:
The Seven Deadly Sins of Small Business Owners
Positioning: The Ground Your Business Stands On
How to Listen to Customers and Prospects
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