In a phone interview with small business owner Linda Side, I had the opportunity to discuss how marketing influences the success of one of her companies, Northern Metalic Sales Ltd (NM). Established in 1954 in Dawson Creek with the objective of selling supplies to users of the newly constructed Alaska Highway, NM has since grown to become “one of the largest and most diversified… industrial supply houses in Western Canada.”

As would be expected for any business, Side emphasized the importance of being able to communicate a clear message to the target market, which is often segmented by industry type, as NM operates in regions where local economies are fuelled by the resource extraction. As can be demonstrated by a situation analysis, being able to identify one’s weaknesses as a firm is very important, and when asked what NM’s weaknesses were, Side quickly answered that NM is unable to “address certain demographics.” Demographics included in this set are age specific and revolve around Northern Alberta’s median age, which is 28.5, an age that’s attuned to social media. Side believes that in order to reach this demographic, NM will need to address social media adequately: “we don’t even have a marketing associate, which is apparent in our website maintenance.”

Being able to evolve is an important company objective for NM, which diffuses through from the brand image right down to inventory: to be relevant in the consumer’s eyes, and not allowing the success of tradition to direct future decisions, is crucial to the survival of a company. “Any company can say that they are customer-oriented. How can we be sure that any value-driven message is the same coming from each employee?”

Final comments? “Engagement is what drives an organization,” emphasizing that it isn’t all about the money.