Some industries are nothing like others around them. You might be a retail company that sells beachwear, but you’re based in a wet cloudy location. That doesn’t mean you can’t make some of the best beachwear products, it just means you’re playing a game of Chinese whispers. You’re always challenged by the fact that you’re a little far from where the action is. It’s kind of like a large bank, not being based in London which the financial center of the world. It’s kind of like a big tech giant, not being based in Silicon Valley. Something just doesn’t feel right when your location isn’t the hotbed of your industry. But how can someone with a small business change that and how can you become more connected with your customers?
Hosting an event
Let’s take the beachwear example one step further. Let’s say you want to make a big impact for your latest products this year. The best way to do this would be to wait until spring. A few weeks before summer officially starts, you will want to hold an event. Using your leads, email all your customers and people who have cookie data that is similar to the kind of products you sell. Spread the word around the best you can by advertising the event online. What is supposed to happen at the event? You can have a runway on top of which models will be showcasing your products such as bikinis, shorts, flip flops, sunglasses and bathing suits. You can hold prize draws and invite key speaking guests to explain more about where the industry is going and what your place is in it. Take this ethos and implement it in your industry, such as holding an event in London for banking, holding an event in Paris for your food company etc.
Taking the big step
The small business owner has to think and behave like a pioneer. You should never be tied down to any one location. You cannot be afraid to get up and go at any time. This is what being an entrepreneur is all about, being fearless of great change; not just within the industry but within your own business. Moving to where the majority of your customer base is located is a smart move and one that will serve you well in the first few shaky years. Inevitably, it means moving your entire office and business logistics. Only use professional removalist companies that are experts in moving businesses. Your equipment is expensive and thus, has to be packaged and transported carefully. They will also know how to traverse high-rise office buildings if that’s the kind of new home your business is going to have.
Sending a team
If you’re not able to rub shoulders with the majority of your customer base, it’s always a good idea to send your marketing team to the location. This could be to set up a small office in a particular city or it could be to conduct street surveys and get some firsthand knowledge about what the general mood is among the consumer.
It’s little wonder that small and even micro-businesses move headquarters to the perfect location for their industry. It’s better for growth and it’s better for research purposes so you can make the best products.