Curious about what 15 entrepreneurial minds think about marketing in today’s world? At our recent Sphere Northampton Coffee and Conversation session, community members gathered to share real-world insights, lessons learned, and innovative ideas for marketing authentically and effectively. Here’s a look at the key themes that emerged from the discussion—ideas that go beyond conventional strategies and focus on building connections, creating value, and finding what truly works for each individual and brand. THIS is the brilliance that happens when you put an amazing group of women together.
1. Authenticity and Comfort in Marketing
The group emphasized the importance of approaching marketing in a way that feels natural to each individual or business. Rather than following prescriptive advice or what someone tells you will work, it’s best to align marketing efforts with one’s values and comfort zone. This approach helps avoid the pitfalls of “set it and forget it” tactics and supports genuine connections. And it aligns more with the way weave ourselves into the world as women.
2. Non-Traditional and Value-Based Marketing
Many participants highlighted that non-traditional marketing strategies, like banking locally or choosing specific service providers, foster connections within the community and lead to referrals. Marketing doesn’t always have to be through conventional channels; it can include relationship-building activities that create lasting impressions. Especially in a small and tightly knit area like Greater Northampton.
3. Reciprocal Relationships and Collaboration
Building reciprocal relationships was another strong theme. Participants noted that marketing can be most effective when approached as a two-way street, benefiting both parties. Collaborating with other local businesses, pooling resources, and fostering partnerships—as seen in examples from the city of Holyoke—can amplify reach and impact, especially when working within a community. This emphasized what we learned the previous night from our Reader’s Roundtable author’s talk with Priscilla McKinney, the author of Collaboration is the New Competition (stay tuned, the synthesis of those notes is coming soon!).
4. Audience Awareness
Understanding the target audience and adapting messages and platforms to meet their needs is crucial. Different generations, for example, may respond to different forms of media (e.g., Facebook for middle-aged demographics, Instagram or TikTok for younger ones, and the Gazette for older ones). Tailoring content and outreach to specific demographics ensures that marketing resonates and is memorable.
5. Word of Mouth and Relational Marketing
The power of word of mouth emerged as a key takeaway, with a reminder that personal recommendations can drive loyalty and trust far more effectively than paid advertising. Real-life connections, one-on-one meetings, and community interactions were seen as essential ways to communicate brand values. We must take the time for these, even when we feel like our schedules don’t support them.
6. Advocacy and Self-Promotion
Self-advocacy in business and marketing was another focal point. Attendees were encouraged to be proactive about promoting their brand, especially in ways that align with their personal and business values. By being an advocate for one’s own brand, business owners can ensure that their message is authentic and memorable. And when someone doesn’t feel comfortable advocating for their own business? We must lift each other up and support one another. Be each other’s hype girls!
7. Experimentation and Learning from Failures
The group agreed that marketing sometimes involves trial and error. Not every strategy will work, but even “misses” can yield lessons or lead to unexpected future opportunities. Flexibility and willingness to adapt were encouraged, as they allowed businesses to grow from each experience and refine their approach over time.
8. Leveraging Local Networks and Connections
Many attendees emphasized the importance of networking and connecting within the local community as the most effective tool for marketing. Building local relationships can lead to increased visibility and organic word-of-mouth referrals, reinforcing the importance of strong community ties.
9. Value-Based Purchasing and Community Influence
Participants noted that people often make purchasing decisions based on shared values or community recommendations. Recognizing that many consumers are value-driven reinforces the importance of showcasing a genuine commitment to community and ethical practices.
By combining these principles, we all recognized that marketing for small businesses can be both authentic and strategic, especially when it’s rooted in real relationships and local connections. This approach fosters meaningful, lasting customer relationships while creating a network of support within the community.
Want to join the next Sphere Northampton event at The Sphere Innovation Lab? Check out our event calendar here.
Big love to the brilliant minds at the following businesses for sharing their wisdom that shaped these takeaways: Spill the Tea Sis, Cooley Dickenson Hospital, Pioneer Valley Habitat for Humanity, B Strategic Marketing, Applied Mortgage, New England Public Media, The Community Classroom, Priceless Picnics, Edward Jones, Robin Griffith Art, Liberty Mutual Insurance, Fed by Foley, Sexton Roofing, and The Sphere Northampton.
