What are the biggest problems of Polish entrepreneurs? Of course, many of them will point to the law, taxes or the general business climate. However, in this text we will deal with what the specific problems are when it comes to marketing and advertising.
Image problems of Polish entrepreneurs
In the research, entrepreneurs mention among their greatest problems rising labor costs, bureaucracy and unfriendly law. Faced with such problems, Polish entrepreneurs sometimes do not have enough enthusiasm to deal with less pressing issues. And yet it depends on their image, advertising or marketing whether they are to be or not!
Experts pay attention to anti-crisis prevention, which can help when the image catastrophe is not yet on the horizon. In short, it is about initiating and emphasizing in the message activities that put the image in a favorable light.
It's a good idea to collect potential problems and discuss your opponent's possible arguments before they arise. Then, in a stressful situation, it will be enough to return to such a document. It is no coincidence that brands that are easy to accuse of draining the environment have tree planting or recycling programs, and companies that produce unhealthy food advise on a balanced diet. These are remedial actions that will convince in the event of a possible crisis that "it is not that bad".
Have you noticed that most of these types of programs are implemented by foreign corporations? The problem of Polish entrepreneurs is ignoring the risk till the last moment. Then PR–new scandal is much harder to avert. A separate problem is the complete lack of care for the image. Firstly, many companies do not create an image based on real advantages, market trends and customer expectations. Secondly, brands are not created in the eyes of customers at all or create campaigns only based on current trends, without placing such a strategy in a broader context. An example would be basing your image on the "trends of the season" of the type Ice Bucket Challange, with complete omission of other types of transfers.
Do Polish entrepreneurs invest in advertising and how?
Among Polish companies, over 96 percent are micro-entrepreneurs, and 2.6 percent. - small businesses. Those who are the most spend the least on marketing and advertising. The problems of Polish entrepreneurs with advertising that marketers observe in their work can be divided into three groups. The first is to act without a plan. What is new for many people is the fact that an advertising campaign can be prepared on the basis of quantitative and qualitative research or market analysis. The second problem of Polish entrepreneurs is attachment to the old forms of advertising. Communication channels such as podcast or Youtube are unknown and incomprehensible to many.
Meanwhile, press or radio advertising is in fact an appeal to the constantly shrinking group of older recipients. The last problem of Polish entrepreneurs with advertising is the belief that advertising must be expensive, so without large funds it is not worth starting to advertise. In fact, the most famous on-line marketing campaigns of the smallest companies in recent years did not cost much, and reached hundreds of thousands, and often millions of recipients.
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And what are Polish small and micro-companies doing well when it comes to advertising? They are doing better and better sales support using online advertising. The old forms of advertising such as radio, TV or the press are quite expensive from the point of view of a small company. The Internet has lifted these barriers, because you can start advertising on Instagram or Facebook with a few zlotys of budget. Small businesses are even privileged here. Users trust a single person or a small team more than a corporation (hence large companies often break up into smaller ones or stretch the reality by creating the impression that they have a small team or work "from the garage").
Problems of Polish entrepreneurs in confrontation with foreign countries
When faced with foreign competition, the problems of Polish entrepreneurs often include a lack of self-confidence. In fact, Polish products and Polish companies are perceived positively abroad. Entrepreneurs from Poland are considered creative, hardworking and effective. The Polish company is also associated with family tradition and values. Instead of running away from such an image, it is worth emphasizing it in your strategy. Especially in the era of the popularity of eco-marking and local patriotism, it can work almost regardless of the industry. See our case-study: premium brand rebrandingbased on traditional values.
Do Polish entrepreneurs use marketing?
The stories of individual independent entrepreneurs sell very well on social media. No matter how much truth there is, companies are eager to share stories of inventing products, campaigns, and names on their own.
In fact, they are increasingly resorting to the help of professionals. Branding, naming and storytelling they are no longer foreign to Polish entrepreneurs. The problems very often concern the definition of the company's mission or vision. It is difficult for business owners to talk about themselves. When asked about the reasons for starting a business or running a business, they often mention coincidence or a desire to earn money. It is difficult for them to define a differentiator.
Problems of Polish entrepreneurs with employees
Poor access to labor is a major problem for Polish entrepreneurs. On the other hand, not every boss is aware of the fact that an employee is an investment that pays back over time. Many missed the moment when the employer-oriented market turned into employee-friendly. When competition applies employer branding or offers benefits, it can be difficult to find an employee for the same position and for the same money.
The problem of Polish entrepreneurs is often that they do not appreciate the power of impressions and associations. Therefore, it may turn out that foreign competition pays its employees less, and yet you are attracted to it ... You can win here with employer branding, as well as by using marketing directed also inside the company.