Small Town Rules: How Big Brands and Small Businesses Can Prosper in a Connected Economy





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Published on Nov 8, 2012

Small Town Rules: How Big Brands and Small Businesses Can Prosper in a Connected Economy: http://www.quepublishing.com/store/sm...

Technology and economics are transforming business in a completely unexpected way: suddenly, even the largest companies must compete as if they were small, local businesses. Suddenly, your customers can talk to everyone else across the nation, and people listen to them, not your carefully crafted advertising or branding. It's just like doing business in a small town, where "reputation is forever." Suddenly, communities and personal connections are critical to your success - just as they've always been in small towns. The best small-town and rural entrepreneurs have been successfully overcoming these challenges for centuries. Their lessons and techniques are suddenly intensely valuable to even the largest companies, most dominant brands, and most cosmopolitan businesses. Small Town Rules adapts these lessons and techniques for today's new "global small town": one knitted together through the Web, Facebook, and Twitter. Two pioneering entrepreneurs and social media experts show how to:
* Survive seasonal cycles and year-to-year fluctuations the way rural farmers and businesses do
* Use "small town entrepreneur secrets" for coping with limited access to people and capital
* Reduce risk by "piecing together" multiple income sources * Start using customer-driven communication to your advantage
* Interact with customers on a more human scale, no matter how big you are
* Rediscover your company's local roots, and more

Table of Contents
Chapter 1 Surviving Difficult Economic Times for the Big and Small 7
The Change: Economic Meltdown 8
Impact on Brands 10
Shifting Markets and Public-Relations Mistakes 11
Major Product Disasters 12
Chasing Trends and Shiny Objects, Too! 12
Why Small Towns Survive 14
The Small Town Rule: Plan for Zero 16
Question Assumptions 17
Know the Seasons and Cycles 18
Invest Long Term 21
Applying Small Town Rules to Big Brands Survival:
Planning for Zero 23
Planning Ahead Is a Survival Strategy 24
Summary: Things Don't Always Go Up 24
The Small Town Rule: Plan for Zero 24
A Look Ahead 25
Powerhouse Small Town Brands 26
Winnebago Industries 26

Chapter 3 Adapting to the New Economic Realities of Self-Reliance 49
The Change: No Sure Things (A Job, Income, or Help from the Government) 50
Impact on Brands: No Sure Thing 51
Why Small Town Businesses Survive 51
The Small Town Rule: Build Multiple Lines of Income 54
How to Manage Multiple Lines of Income 55
Diversifying Online: Selling Expertise 56
Market Online to Diversify 58
Big Brand Solutions: Extending Brands for Survival 59
Summary: No Sure Things (A Job, Income, or Help from the Government) 61
The Small Town Rule: Multiply Lines of Income to Diversify Your Risk 62
A Look Ahead 62
Powerhouse Small Town Brands 64
Walmart 64

Click here to see the entire TOC: http://www.quepublishing.com/store/sm...


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