High Cost = Low Comeback: Why Smart Marketing Starts Small
Discover why small businesses often lose money on high-cost marketing and how a local-first approach like digital signage can drive better real results.
LOCAL BUSINESS MARKETING
Amin MA
5/20/20252 min read
When you're running a small business, it's easy to think that spending more will bring more customers. Maybe you've been told that a slick video ad or placing your brand on TV or Instagram is the golden ticket. But here’s the truth: spending big doesn’t guarantee returns, especially when your business depends on local demand.
The real problem? Too many small business owners copy what big brands do, even when the scale, audience, and goals are completely different. This leads to wasted budgets and disappointing results. Here’s why:
📉 The Cost Trap
Many businesses dive into advertising by hiring professional video teams, buying social media ads, or signing up for broad campaigns with big-name agencies. While these may look impressive, they often overlook the key question:
Will the right people see it—and do they even need your service at that time?
Real Example: The Garage That Could Have Failed
Let’s take a real-world case.
A new auto garage in Watertown, MA called, looking to build a teaser video to promote their service. The idea sounded solid—until we broke down the numbers.
Production Cost: Creating a 30-second mid-tier video ad = $900–$1,200
TV Ad Placement: Broadcasting on local cable or streaming ads = $500–$2,000
Total Cost: Close to $2,000
Now consider this: A garage isn’t something people randomly visit. It’s a local, on-demand service—you only look for one when something breaks, or maintenance is due.
So what do 10,000 video ad impressions bring you if no one watching needs a garage right now? Likely zero actual clients.
Instead, I helped him try something smarter. He spent just $100/month to display his service on local digital signage—in spots like laundromats, waiting rooms, and corner stores nearby.
Within weeks, real people from his area saw the sign and walked in. No gimmicks. Just effective local presence.
Why Local > Loud
Marketing isn’t about being the loudest. It’s about being seen by the right people—at the right time.
Here’s what works better for small businesses:
Local exposure > National reach
Strategic placement > Expensive production
Repeat visibility > One-time impressions
Sometimes, even a handwritten offer on your door (“Free coffee for your first visit!”) can bring more results than a polished commercial.
Action Tip: Start Where You Are
Before spending big, ask yourself:
Who am I trying to reach?
Where do they spend time?
What message would speak to them right now?
Build smart, not flashy. Grow through relevance, not reach.
🪧 The Local Signage Solution
That’s why I created "The Way You Can Find Me" — a digital signage network designed to help local businesses connect locally. Our packages start at just $35 and are customized based on location tier and traffic level, so you only pay for what works.