The small-store vibe of the neighborhood grocer

Fortune has an interesting article about Trader Joe’s, and it has a lot of food for thought for local small businesses. A lot of times small businesses try to make themselves look big. I think this is a mistake. For one thing, it’s deceptive, and if you are willing to mislead people on that point, then they’ll assume you’ll mislead them in other areas as well.

But it is a mistake for another reason as well: There are a lot of consumers who want to do business with small businesses and retailers. If you are pretending to be a large company when you’re not, then you’re sending the wrong message to these potential customers.

Trader Joe’s is fueling its growth by looking small. Here’s a quote from the Fortune article:

[I]t must find a way to maintain its small-store vibe with customers. ‘They see themselves as a national chain of neighborhood specialty grocery stores,’ says Mark Mallinger, a Pepperdine University professor who has done research for the company. ‘It means you want to create an image of mom and pop as you grow.’

If you’re a small business, embrace that fact and let your advertising and marketing speak the truth.

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