They do not have good people or resources to help them with marketing.They do not have enough time to do marketing properly.They do not have enough money to do marketing properly.
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They do not know how to go about developing a marketing plan.They take a scatter-gun approach to marketing.They do not have enough knowledge of marketing.Among the reasons are the following: Adapted from Danielle MacInnis, “74% of Small Business Have No Marketing Plan!” Marketing Blog for Small Businesses, February 7, 2011, accessed December 2, 2011, -have-no-marketing-plan. Becky McCray, “Simplify Your Small Business Marketing Plan,” Small Biz Survival, February 12, 2010, accessed December 2, 2011, There are many reasons why so many small businesses do not have marketing plans. For the small businesses that do have a marketing plan, few actually use it. However, as the business grows and regular and effective communication becomes more difficult, a written marketing plan should be seriously considered. As long as there is regular and effective communication with the rest of the people in the organization, a formal written plan may not be necessary. Many small businesses do not have a marketing plan, choosing instead to market their products and services on an intuitive, sometimes seat-of-the-pants basis.
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John Jantsch, Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide (Nashville, TN: Thomas Nelson, Inc., 2006), back cover copy. Let’s face it, as a small business owner, you are really in the business of marketing. William Dowling (Rock Cats president and CEO), personal interview, Ma“Rock Cats History,” Minor League Baseball, accessed December 2, 2011, /team5/page.jsp?ymd=20100316&content_id =8806396&vkey=team5_t538&fext=.jsp&sid=t538 “New Britain Rock Cats,” Wikipedia, accessed December 2, 2011, en./wiki/New_Britain_Rock_Cats. Whatever they are doing, it is working just fine. Here is an instance in which a formal marketing plan does not seem necessary. The communication among the staff is regular and effective. Dowling’s philosophy is that if something costs less than $1,000, “go do it.” If it costs more than $1,000, “justify it.” The Rock Cats are run out of a small office in New Britain. The marketing planning process is relatively informal, with everyone participating. As Dowling commented, “It made the company more sophisticated.” About 3 years ago, they spent $5,000 for a professionally prepared marketing research report. They also have a Facebook and Twitter presence. They integrated the Internet into their marketing activities three years ago and have found it very useful for selling tickets. The Rock Cats see themselves as selling affordable family entertainment, not baseball. With a substantially new front office and new increased promotions, the club saw every attendance record fall, passing the 300,000 mark for the past 3 years. Dowling is the president and CEO of the club, and Levy is the vice president. In 2000, the club was sold to a group of investors headed by a local attorney, Coleman Levy, and William Dowling, a former New York Yankees executive vice president. All-stars include Brady Anderson (outfielder), Ellis Burks (outfielder), Aaron Sele (right-handed pitcher), John Valentin (shortstop), and Cy Young Award winner Roger Clemens. The Rock Cats have many notable alumni, including MVPs Jeff Bagwell (third baseman) and Mo Vaughn (first baseman).
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Over four million fans have seen professional baseball in New Britain over the years. From Cy Young Award–winners to most valuable players (MVPs) and batting champions to rookie of the year award winners and all-stars, New Britain has been an enormously productive foundation for major league baseball. There is a rich history of baseball in New Britain, and the Rock Cats are the Nutmeg State’s oldest, continuously operating professional sports franchise. The 2011 season marked the 29th anniversary of Eastern League Baseball in New Britain. They are the double-A minor league baseball affiliate of the Minnesota Twins major league baseball club, competing in the Eastern League. The New Britain Rock Cats were founded in 1983 in New Britain, Connecticut. Source: Reprinted with permission from the New Britain Rock Cats official website.
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