What was the recipe for success that global companies used to get where they are today? When you go and buy a product that is globally known, do you ever stop to think that the company was once a small business operated by someone looking to make a difference, like you?

Pharmacist John Pemberton created Coca-Cola in 1886 in a three legged brass kettle in his backyard. His bookkeeper created the name and script type that you see on all Coca-Cola products. Presently, more than one billion Coke products are consumed each day.

A college dropout who was looking to increase the capabilities of small businesses and home offices created the world’s leading provider in computer software technology, Microsoft. Microsoft reported gross earnings of $36.84 billion at the end of their June 2004 fiscal year.

So, how did they do it?

Marketing.

The formula for Coca-Cola was bought by businessman and pharmacist Asa Candler in 1887. Candler believed strongly in marketing and advertising. Under the direction of Candler and his marketing techniques, Coca-Cola increased sales by 4000% between 1890 and 1900. By 1911, Asa Candler was using over one million dollars (roughly 4% of gross earnings) annually to fulfill his marketing needs. The efforts worked greatly as the product became known throughout the United States and Canada.

Microsoft now owns between 80 and 85% of the entire PC software industry. The company is gaining monopolistic market share (it is slowed due to the supreme court ruling) and its owner, Bill Gates, is the richest man in the world. Keep in mind that Microsoft was started in a college dorm room by a few students who were looking to make small businesses and home offices more competitive.

Your product must create a need or be relevant to the consumer (it obviously does or else you wouldn’t have a successful business). Also, what makes your product or service different? Why should the consumer buy your brand instead of your competitions? Whether your company is barely making a profit or you just found yourself on the Fortune 100 list, marketing and advertising is a must. When the correct techniques and devices are used, your brand has the potential to become the next Coca-Cola or Microsoft.

Just because the bills are being paid and the company is out of debt does not mean that increasing market share and raising your bottom line has to stop. By creating brand awareness and loyalty, your company can exceed its target goals year after year. By allocating a certain amount of your yearly revenue to a marketing budget, a team of professionals can help you direct your funds the right way and help increase your bottom line.

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