“Marketing is about values. It’s a complicated and noisy world, and we’re not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us” (Steve Jobs).

Steve Jobs quite rightly refers to the business arena as being a noisy playing field. With an average of more than 400 000 new companies being registered per year in South Africa alone since the Covid pandemic, businesses are shouting into the wind.

Not too long ago business survival was measured in terms of 5 year cycles. In recent statistics Business South Africa indicated that 75% of new businesses fail within 18 months.

Listed as some of the main reasons why businesses fail are:
• Poor financial management
• No or weak branding and marketing strategies
• Lack of persistence and resilience

While golfers know that giving up is not an option, small business owners fold under pressure. Golf courses are created to test the skill and tenacity of every player, no matter how new or seasoned. Each one of these players are willing to continuously learn whatever skill it requires to get their ball into every hole.

Golf is a strategy game … several choices, many decisions and only one main goal …sinking the ball into each hole with the lowest amount of shots with the aim to win. Sounds easy, but with the endless amount of things influencing your game, reaching the target becomes challenging.

Small business often play it safe, thinking that placing one or two ads in the local newspaper or handing out a few flyers will bring customers to them if they wait.

There is a strong correlation between business income and marketing. Strong marketing strategies lead to increased income …. if backed by a strong brand identity. Yet marketing and advertising barely features in small businesses budget. It is almost treated as an afterthought while it should be priority.

Strong marketing strategies puts the product in front of the right people, builds effective consumer engagement and boost sales. It is about understanding who your customer is and what they want. Advertising is only the tip of the iceberg.

Marketing and advertising on its own means very little without a strong brand. Branding is the company’s identity – the story with which consumers form a bond. People almost never buy a product, they more often buy the confidence and trust created by a company’s brand.

For a business’s voice to be heard above the masses there are a few things golfers know that small business owners need to know:

• One club in the bag does not win the game. Invest in a strong brand and link it to marketing strategies geared to get your customer’s attention and hold it.

• Hitting the ball once, will not land you in the hole – at least not 99% of the time. This takes time and effort and comes at a cost. Make branding and marketing a non-negotiable percentage option in your budget. Determine today that you will spend 10 or 20% of your gross income on your marketing budget and stick to it.

• Giving up after the hole two or when your ball is in the rough or splashed into the water is NEVER ….NEVER …. NEVER an option. There are 18 holes to play before the game is over and by then you will be hooked and move on the next course. There are almost always ways to move your business forward, even if it means learning new skills, doing the course or engaging the help of a coach.

Turning a small business into success might not be easy, but done correctly, is 100% worth the effort.