The short answer is no. But why?
There are several reasons why small businesses cannot replicate the marketing campaigns of multinational brands. Let’s break it down.
Constraint #1: Budgets
Large brands have significant budgets that they allocate across different marketing channels. Take Dove and its Real Beauty campaign, for example. Dove ensures its key message of ‘Real Beauty’ is consistently delivered across all communication platforms.
For traditional advertising—such as radio, TV, newspaper ads, and billboards—these brands invest heavily in hiring agencies for advertising, media buying, PR, and digital marketing. Some brands choose a single agency that handles all these aspects, while others work with different agencies under a parent company umbrella.
For instance, WPP is a global advertising and comms company that owns multiple agencies, to name a few:
- Burson Cohn & Wolfe – PR agency
- Ogilvy – Advertising agency
- GroupM – Media buying agency
- Kantar – Market research firm
Depending on their needs, brands either hire multiple agencies or work with one major agency that handles everything.
Constraint #2: Resources & Expertise
Multinational brands have access to top-tier creative talent, market researchers, and strategists. They employ specialists for every aspect of marketing—content creation, SEO, social media, email marketing, and more. Small businesses, on the other hand, often rely on a small team (or even a single person) to handle all marketing efforts, making it challenging to achieve the same level of execution.
Constraint #3: Brand Recognition & Trust
Big brands have built decades of trust and recognition. When a company like Coca-Cola or Nike launches a campaign, people already know the brand and its values. A small business, however, must first establish credibility and awareness before expecting the same kind of impact.
Constraint #4: multi-channel marketing power
Multinational companies distribute their marketing efforts across multiple channels simultaneously—TV ads, billboards, online ads, influencer collaborations, and more. They ensure their campaigns reach a global audience with consistent messaging. Small businesses may not have the financial or operational capacity to do this.
What can small businesses do instead?
While small businesses may not be able to replicate large-scale campaigns, they can take inspiration from multinational brands and adapt strategies that work within their budget. Here’s how:
- Engage with the Local Community – Partner with other local businesses, sponsor community events for increased visibility.
- Leverage Tourism Opportunities – Kingston, for example, attracts visitors for its historical sites and waterfront. Businesses can collaborate with tourism organizations to be featured in local guides and event promotions based on what type of business you are in.
- Use Local Media – Instead of expensive national advertising, small businesses can advertise in local newspapers, radio stations, and even community magazines, usually have an established and loyal audience.
- Join Local Business Networks – Organizations like the Kingston Chamber of Commerce and Downtown Kingston! They offer networking opportunities, mentorship, and promotional support.
- Encourage Word-of-Mouth Marketing – Since most local businesses are loved by residents, excellent customer service, loyalty programs, and referral incentives are sure to generate organic growth.
- Hyperlocal Ads – Instead of broad digital ads, use geo-targeted ads to reach customers within Kingston and surrounding areas. Collaborating with local business owners who are also content creators – this can also work towards building your local brand.
- Invest in Content Marketing – Blogs, videos, and email marketing is great to drive sales.
Unlike multinational brands that execute large-scale campaigns with consistent messaging across multiple channels, local marketing for small businesses is more tactical and task based.
If you have a favourite brand that you admire and wish to replicate but don’t know how, we are here to explore ideas that can work well for your business in the Kingston community. Book a 15 minute free consult to help us understand your needs.
We love all things campaign-related! If you just want to catch up over coffee and pick our brains about marketing and campaigns, we’d love that too.
