What does marketing best practice look like for SMEs?
For SMEs it’s not just a case of copying what works for larger businesses, they need to focus their marketing and make hard choices if they want to grow.
It’ll come as a surprise to no one that large, established businesses and small, growing businesses are very different beasts. The former likely has plenty of cash to fund its continued growth, while the latter tends to operate on a tight P&L, with extremely limited budgets.
For marketers moving from big brands to small brands, or for small brands looking to big brands for inspiration, that poses a crucial question: are marketing best practices and principles the same for both, or are there fundamental differences for SMEs?
Allplants’ chief brand officer Shelley Macintyre, who joined the plant-based meals scale-up in February last year from global spirits company Beam Suntory, argues many of the fundamentals in brand building and marketing are “absolutely transferable” from big brands to SMEs, from brand positioning to building memory structures.
