Notes from Jeff York

Small business marketing thoughts from a marketing small business owner

Beware of your own success!

with 2 comments

Before embarking on a marketing campaign for your business, you have to have set defined goals for what you hope to achieve. Typically the broad idea is to generate new business and revenue for your company. This is obviously an excellent expectation, however with it comes a hidden danger. What happens if your marketing campaign is too successful? What happens if you have opened yourself up for so many new customers and clients that your current infrastructure can’t handle it all? What will you do then?

Before investigating new marketing strategies for your company with your marketing partners, make sure that you take the time to honestly evaluate your current ability to handle new business. If you suddenly get overloaded, new customers will see your business as unable to satisfy their needs. You can garner a bad reputation quickly and your best efforts at marketing will end up being your undoing.

It’s wise to have a set metric in mind so that you can best gauge if you are coming up short in your marketing efforts or if you are about to become overwhelmed. Hopefully, your marketing partners will have this conversation with you before the implementation of a campaign, but if they don’t, make sure to raise the idea yourself. They should be well prepared to scale back the campaign, or even put it on hold altogether, should you start to approach critical mass.

Clearly, this would be a great problem to have, but it is still a problem. Have you ever found yourself in a situation where you started to become too successful? Do you have any horror stories you can share that we can all learn from?

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Written by Jeff York

June 21, 2008 at 8:39 pm

2 Responses

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  1. […] want to attract the largest number of customers as possible without growing too fast and becoming a victim of your own success.  You might be faced with the temptation to expand your company’s core business to offer […]

  2. […] Success? Likely, yes. But then what? It’s one thing to toot your own horn. It’s quite another to have someone do that for you. When interviewing for a job, you get the chance to talk all about how great you are. If you’re then a serious candidate, then the employer’s going to want to talk to others that know you. […]


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