CIM says small businesses need to adopt marketing campaigns

The Chartered Institute of Marketing (CIM) is encouraging small businesses to embrace marketing.

Bristol and West CIM chairwoman Jane Silk explained that many small firms are putting themselves at a disadvantage because they only associate marketing with larger companies, thisisbath.co.uk reports.

Ms Silk said: "Numerous studies have proved that nothing contributes more to bottom-line success than marketing.

"Many local businesses rely on the power of their reputation to secure business. They do a good job and think that the only marketing they need is waiting for the phone to ring, or rely on instinct and word of mouth for their leads. But a more scientific approach will be successful in the long run.

"They must make their business decisions on a sound understanding of their own strengths and weaknesses, those of their competitors and the prevailing state of the market. This understanding can only be achieved by solid marketing research and not by listening to hearsay and speculation."

The Federation of Small Businesses has also advised small businesses to consider taking on professional help to undertake marketing campaigns.