In today’s highly competitive business landscape, advertising plays a vital role, but not like most first-time small business owners think. While many small businesses view advertising as a means to introduce their new company to the market, I believe advertising’s primary function lies in sustaining brand visibility and market leadership. Using advertising to introduce a new business in an already established market with well-known brands requires the new entrant to invest significantly more than the established brand to overcome brand recognition and customer loyalty enjoyed by established players.
The Birth of a Brand: Publicity vs. Advertising
Therefore, rather than relying solely on advertising campaigns, small businesses should focus their early efforts on creating a buzz around their product or service through strategic public relations (PR) campaigns.
When a new company with a novel product or service emerges, it often experiences a surge of attention through media coverage, public interest, and word-of-mouth. This is known as the Gartner Hype Cycle. This initial wave of publicity acts as a catalyst, propelling the brand into the public eye. Notably, this publicity is earned media attention, generated by the uniqueness, story brand, and value of the brand offering.
Moreover, early adopters play a crucial role in the success of a new offering as they are often seen as thought leaders within their respective communities. Their willingness to embrace and advocate for new products or services makes them influential figures whose opinions and advice are sought after by others. When early adopters endorse a brand or share their positive experiences, it creates a ripple effect, driving interest and generating buzz among a wider audience. Their actions serve as social proof, giving credibility to the new business or offering and encouraging others to follow suit. By recognizing and leveraging the power of early adopters, businesses can tap into a network of influential voices that help propel their brand forward organically and authentically.
Sustaining Momentum: Advertising as a Support Mechanism
Once the initial publicity has waned, it becomes important for businesses to maintain their brand’s presence and stay top of mind for consumers. This is where advertising comes into play. Small businesses can ensure their brand remains visible and relevant in a crowded marketplace by investing in advertising. It serves as a continuous reminder to consumers, reinforcing the brand’s identity and distinguishing it from competitors.
Creating Barriers of Entry: The Value of Advertising for Market Leaders
Market leaders who have already achieved a significant market share utilize advertising as a strategic tool to raise the price of admission for potential competitors. By continuously investing in advertising, these market leaders make it challenging for new entrants to gain traction. New brands cannot easily replicate the market reputation enjoyed by the market leader, as they are seen as just another player in the market. This necessitates substantial marketing expenditures for challengers to even be considered a viable alternative to the established leaders.
Advertising as Insurance: Protecting Market Leadership
For market leaders, advertising serves as a form of insurance against competitive attacks. By maintaining a strong advertising presence, these businesses ensure that their brand remains front and center in the minds of consumers. While advertising often does not yield direct returns on investment, it acts as a safeguard against potential threats to market leadership. Additionally, the operating margins generated by these established brands can support the ongoing costs of continued advertising, further solidifying their position. On the other hand, new market entrants, who have yet to reach a break-even point, must use very costly risk capital and at much higher multiples than long-established brands to even dent the brand awareness of the market leader.
Market Leaders Advertise Leadership, Not Superiority
An intriguing aspect of successful advertising campaigns by market leaders is their focus on emphasizing their leadership in the market rather than claiming superiority. By positioning themselves as the leader in their market, these brands rely on social proof to communicate their worth to consumers. The implicit message is that if a brand is the leader, it must be superior. Conversely, challengers who lack the perception of market leadership often claim they are better, an assertion frequently met with skepticism by consumers in an overcrowded marketplace. Therefore, advertising enables market leaders to cement their position through the power of social proof.
Conclusion
Small business startups need to adopt a different perspective on the role of advertising. While it may not serve as the primary driver for introducing a new business to consumers, advertising plays a pivotal role in maintaining brand visibility, protecting market leadership, and creating barriers to entry once the brand is established as the market leader. By understanding the true value of advertising and employing it strategically, businesses can secure their position in the market and deter potential competitors. In a world where competition is fierce, advertising is not primarily an investment to drive sales and reach, but rather, it is an insurance policy that fortifies the position of market leaders.
How are you planning to use advertising for your business?
