Imagine starting out as a small fish in a big pond, competing against giants, battling each obstacle, and not only surviving but establishing dominance in your niche! Sounds incredibly satisfying, doesn’t it? This article spotlights some inspiring success stories of small businesses that have fought the good fight, claiming their market share and proving that passion and strategic marketing can indeed move mountains.
Our first stop is the New Covent Garden Soup Co., a British small business story that resonates with perseverance and thoughtful marketing approaches. When the founders, Andrew Palmer and John Stapleton, served their first pot of soup at London’s Covent Garden Market in 1987, little did they know they would revolutionise the soup market. Distancing themselves from the monotony of canned soups, they introduced fresh soup in cartons. Their innovative product was a hit but getting it on supermarket shelves was a completely different battle. They persisted, marketing their fresh, natural, and ‘ready-to-heat’ soup directly to consumers through road shows and tasting slots, thus popularising not only their brand but also an entirely new product category.
Second, let’s look at an American success story – The Halal Guys, who transformed a humble hot dog stand in New York City into a global sensation. Their flavour-packed gyros and chicken platters started making waves, attracting long lines of diverse customers. However, the shift from a food cart to brick-and-mortar operation was a turning point. The co-founders deployed smart restaurant marketing by giving out their branded merchandise as collectables, stimulating brand loyalty. They adapted their menu for international markets and today have more than 200 locations worldwide.
Shifting our focus to the technology industry, Evernote started as a simple note-taking app in 2008. Today, with smart marketing and a focus on user requirement understanding, they control a significant share in the productivity app market. They used content marketing to share productivity tips and techniques, reinforcing their standing as not just an app, but a resource for productivity. By showcasing real user stories, they demonstrated applicable use-cases, enticing more users to try their platform.
Lastly, we look at BrewDog, a craft beer firm from Scotland. Marginalised by the giant beer brands, they employed guerilla marketing techniques, effectively utilising social media and crowdfunding. They initiated the ‘Equity for Punks’ scheme, which not only raised funds but also built a solid community who acted as brand ambassadors. Their edgy branding, coupled with unprecedented tactics like sending beer into space, got them significant media attention, vital for their victorious battle for market share.
Beyond their products or services, these businesses have one aspect in common: they understood their market, carved their niche, and leaned into their unique value proposition. They relied heavily on smart and strategic marketing, reflecting their brand values and resonating with their target audience. This differential approach, mixed with a sprinkle of canning, transformed these small ventures into ‘Goliaths’ in their industries and can be a playbook for upcoming businesses on mastering their market.