Marketing Advice For Small Businesses

Media release
14 July 2004

Marketing Advice For Small Businesses

The huge role small to medium sized businesses play in New Zealand’s economy, employment and future growth cannot be over-estimated. According to The Small Business Company Ltd (TSBC), one of the biggest challenges small to medium businesses face is knowing how to market themselves effectively.

In response to this need Glen Senior and Ian McBride from The Small Business Company Ltd have written ''Marketing for Success'' – a practical, down-to-earth approach to marketing a small business in New Zealand on a limited budget.

The book was launched at a function this evening (July 14) in Christchurch hosted by the National Bank of New Zealand which sponsored publication of the book.

The book contains hundreds of proven ideas and tips; shows how to use low-cost marketing methods first; how to find new customers and how to make the most of the internet. It also examines ways to market specific industries, create advertising that works and how to grow a business.

Mr Senior and Mr McBride (profiles attached) understand small businesses and the challenges that face them such as isolation, competition from larger businesses, under-capitalisation, keeping up with technology, marketing and vulnerability to downturns and sudden crises.

“Small businesses in New Zealand face also face particular regional challenges such as distance from markets and a small population base,” comments Mr Senior. “This book is designed to help small businesses overcome these challenges.”

At TSBC the most popular and frequent request they receive is for marketing advice.

“Few people tell small business owners how to run their businesses. Many consultants are looking for consultancy work, so only tell half the story,” Mr McBride says. “While there are excellent marketing courses available, such as the Enterprise Training programme, and courses run by Chambers of Commerce or industry associations, many courses are either too expensive or too academic to be of practical use to small businesses.”

The book is a successor to Marketing Your Small Business in New Zealand, a book which gained such support from small business owners that it went through numerous reprints over six years to become one of the most popular marketing books in the country.

Six years ago the internet revolution had not made any impact on the New Zealand small business scene so an update was essential.

The publication of the book was sponsored by The National Bank which has a pro-active policy of helping small businesses to succeed. They have developed a wide range of resources, including publications, over 150 solution guides to common business challenges, CD-ROMs and on-line material to help their small business customers with planning and many other business issues. The Bank’s website for its small business customers is at

http://www.nbnz.co.nz/business/banking

National Bank’s General Manager for Business Banking, Craig Sims, says the Bank supported the book’s publication as a tangible way of demonstrating it is not there merely as a provider of financial services.

“We understand small businesses and we work to help our customers succeed and solve any issues they might have. For example we publish solution guides helping our customers with issues such as complying with the new Holidays Act ,” Mr Sims says.

“We believe this book will be a further valuable tool for our small business customers. Glen Senior and Ian McBride are recognised leaders in the field of small business mentoring. They have a way of cutting through the clutter and getting to the nub of any issues.”

Copies of “Marketing for Success” are available on line from www.tsbc.co.nz .

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