As a small business, it pays to punch above your weight
13/09/2010: As a small business, it pays to punch above your weight. On Monday night I went on a tour as a guest of the Trans-Tasman Business Circle, to the huge rugby ball at Circular Quay. The ball is a New Zealand government project lead by Tourism New Zealand to maximise the benefits to New Zealand of hosting the Rugby World Cup in 2011.
It was a super experience. We walked right inside the ball to a bar with seating, sofas, a balcony and stage. We were entertained by Maori dancers and listened to stories around the beauty, culture, attractions and lifestyle of New Zealand.
Movie images were projected 360-degrees on the inside walls of the ball, making the attraction an extraordinary 3-D experience. At one point, we were inside an egg being pecked at by a hen, the next we were the rugby ball about to be kicked. Then we were underwater in the ocean, swimming with whales and then sailing high above the clouds.
It was memorable and ignited my interest in visiting our neighbouring country. The ball has travelled around the world over the last few months promoting next year's Rugby World Cup.
The message was clear — don't wait until next year to visit New Zealand, go there now! And it struck me as a great and clever example of a country maximising the return on investment around an event, particularly a sporting event.
Nothing else is quite as likely to ignite interest as a sporting world cup, but this initiative has maxed out even that gauge of media attention. The ball has appeared in Paris, London and Tokyo, exposing New Zealand to an estimated media audience of 300 million people globally. It far outweighs the media coverage the country would normally get and months before the sporting event has started.
The ball has hosted more than 40,000 visitors including royalty, dignitaries, sports stars and celebrities. During the day it acts as a platform to communicate New Zealand's key tourism offerings and at night it hosts trade and industry events showcasing the best of New Zealand's hospitality.
As a small business owner, I know it's important to maximise every opportunity. My business may not be the size of a country nor do I have the marketing budget or following quite like the Rugby World Cup. However, I do know that when a good opportunity arises you need to grab it with both hands and utilise it to its maximum potential.
The giant rugby ball is only in Sydney for another week to promote New Zealand to the Aussies, New Zealand's largest tourism market (of the estimated 85,000 inbound visitors to New Zealand, about 30,000 will be from Australia).
Whether you have the chance or not to head down and see it, I encourage you to think outside of the box. Try to maximise your business to its full potential and beyond, in the same way New Zealand has leveraged the marketing opportunities for the 2011 Rugby World Cup.
Here are 15 tips to help your small business punch above its weight:
1. If you win a new client, announce it in local media and to your customer and prospect database.
2. While working with a positive client, leverage the good work with testimonials or creating case studies.
3. Throw cocktail parties to announce a new product, tell your customers and announce it to the press.
4. Promote your core values and personal passions by sponsoring something you hold dear, eg: a local league team.
5. Offer raffles and free samples to those who can influence the promotion of your brand.
6. Paint the name of your business on your vehicle or purchase local billboards.
7. Mail out thank you card's or vouchers to your clients — to show your appreciation for their support.
8. Enter local, state or national awards for your industry.
9. Attend local business networking events and seminars. Listen to the advice from the speakers, take notes and implement their advice!
10. Send out media releases on your news to local and trade media.
11. Use blogs, newsletters and Twitter to promote what you are doing.
12. Support a local charity or cause and raise its case. What goes around, comes around.
13. Run local competitions. Work with partners and other businesses to join forces for a cause.
14. Use your local chambers and associations to voice the issues you are passionate about.
15. Write an article, column or opinion piece for the local magazine or newspaper.
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