How can smaller companies compete with larger firms with seemingly infinite amounts of resources? They do have a significant advantage by marketing at the grassroots level. Companies like Lululemon have successfully made their name by immersing their representatives in the community. But the advantages of being small and flexible do not compare to the abilities of large corporations with their expensive campaigns that can reach millions of people in a very short time. A small company will likely know more about their immediate environment than a company that makes decisions from hundreds of miles away from the consumers they are trying to reach. Both levels of marketing have their own advantages and disadvantages and the challenge is for firms to balance a large budget with a campaign that still feels personalized. This external blog gives some great ideas for smaller organizations trying to market themselves effectively (Duct Tape Marketing Blog)
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