In a recent article and podcast, George B. Krueger, MBA, DBA, shares research that explores the theme of microbusiness marketing with no time, no money and no expertise. Microbusinesses were defined as small businesses that employ nine or fewer people, including the owner.
Source: bizTimes, March 5, 2020. Link. White paper copy of article < link >
The research confirmed that microbusinesses struggle with marketing and identified 7 key themes that microbusinesses can explore to improve marketing results.” – George Kruger, MBA, DBA, associate professor of marketing, University of Wisconsin-Platteville.
Note: Kruger also discusses the topic on a podcast. < link > He shares that a theme emerged indicating traditional marketing strategies were effective for microbusinesses, such as relationship building, word-of-mouth, networking and branding strategies.
INSIGHTS: For veterinary clinics and independent retailers in the microbusiness category, customer interaction and relational elements as a marketing strategy is important. Trust is a critical component of VCPR.