One Size Does NOT Fit All…When Marketing Your Business

I don’t know where to start because this seems like it should be a no-brainer. But no two businesses are the same. This even goes for two businesses that are similar or competitors of each other. Therefore…there is no such thing as—One Size Fits All—when it comes to marketing your business.

As a result, you really need to determine your individual business needs. The best way to do this is with a marketing plan. Where have you heard that before?

There are so many factors to consider and when you consider these factors, remember this is for your own, individual business. This means you should ignore when people say things like “radio is dead” or “direct mail is dead” or “print advertising is dead”. It also means you should turn a deaf ear when others say things like “I am giving up all my other kinds of marketing and advertising and putting 100% of my efforts in social media”. The fact of the matter is that any one or all of these methods of marketing can be “right” for your business or “wrong” for your business. There is no such thing as “it works for me so it will work for you—guaranteed”.

You must think about:

  • Brand identity/brand development
  • Target audience
  • Business goals
  • Goals of each individual promotion
  • Goals of each program
  • Content you will need
  • Current customers
  • What your competitors are doing
  • What has worked well in the past
  • What has not worked well in the past
  • What is the measure of success
  • Which channels are right for your business
  • Current events and business conditions which may influence your thinking
  • Available technology
  • Future technologies
  • Pricing strategy
  • Product line strategy

You will never get the same answers from two companies when asking these questions. It’s because, like people, all businesses are unique.

The best thing you can do for yourself is write the marketing plan for your business. Then consider all the points above. Once you do that, you will be able to find the perfect mix of both traditional and new marketing activities that will work for your individual business. This may include marketing methods that are supposed to be “dead” or do not work for other businesses. They may be things that work for you but not for others and completely surprise you.

And that’s OK.


Please contact Anna Brice at Pinnacle Peak Marketing, Scottsdale AZ about Marketing for Small/Medium Business.

Phone: 480-661-0292


About Anna Brice, Pinnacle Peak Marketing

I am an Independent Marketing Services Provider and Principal of Pinnacle Peak Marketing. Pinnacle Peak Marketing provides companies, small and large, the opportunity to utilize a reliable outsource marketing resource and take advantage of the flexibility of the full menu of marketing services we provide. Clients can pick and choose the precise services they require and only contract for those specific services. This is what I refer to as On-Demand Marketing Services. Our work includes long and short-term projects or can be done on an hourly, retainer or project-by-project basis. I am a marketing professional with 13 years experience in the travel industry and 11 years in marketing. My past experience includes marketing management roles at Sony Electronics, Fujifilm and I have worked in every level of marketing and the experience at each level has served me well. I continue to learn and in marketing today, the changes are so swift and dramatic, that one must continue to learn in order to survive and thrive. I work with a group of professionals and we work together and separately and are able to provide a wealth of knowledge and resources as a combined group. My husband, Ed and I also have two vacation rentals in Scottsdale and one vacation rental home in Edgartown- Katama in Martha’s Vineyard. We rent these properties through our company, BREO Vacation Rentals ( It is great fun and we have been very lucky with great renters. We have had only one bad experience, so we really can’t complain. We have been very lucky to get many repeat renters (all of our properties now have had repeat renters), so we feel like we must be doing something right. We do try hard, that’s for sure. I am never far from marketing, between Pinnacle Peak Marketing and BREO Vacation Rentals. I enjoy it, love it and have a goal to help companies grow; connect those companies with their customers and their customers to them.
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