The One-Page Marketing Plan for Hawaii Small Businesses
As a small business owner in Hawaii, you’re already the CEO, the head of sales, the accountant, and the customer service expert. Who has time to be a marketing guru, too? The world of marketing can feel overwhelming and expensive, filled with complex strategies that seem disconnected from the day-to-day reality of running your business.
But what if you could cut through the noise? What if you could capture your entire marketing strategy on a single piece of paper?
This is that guide. We’ve created a simple, powerful one-page marketing plan to bring focus and clarity to your efforts. It’s designed specifically for the unique landscape of Hawaii, and you can download the template for free at the end.
Why a Simple Plan is Your Most Powerful Tool
Forget the 50-page marketing manifestos that just gather dust. A complex plan is an ignored plan. A simple, one-page plan is a powerful tool you can use every single day. It’s a compass that ensures every dollar you spend and every minute you invest is moving your business in the right direction. It’s about clarity, not complexity.
The Four Essential Questions for Your One-Page Plan
Your entire marketing strategy comes down to answering four fundamental questions. Be honest and be specific—the clearer your answers, the more powerful your plan will be.
1. WHO is Your Customer? (The Ohana and the Visitor)
This is the most critical question. You cannot be everything to everyone. Are you trying to reach the local community (kamaʻāina), visitors, or a mix of both? Get specific. Are you targeting:
Families in Mililani or Ewa Beach?
Young professionals in Kakaʻako?
Honeymooners staying in Waikiki?
Surfers on the North Shore?
Your answer here will define all your other marketing choices.
2. WHAT is Your One Clear Message? (Your Moʻolelo)
If your customer could only remember one thing about you, what would it be? This is your moʻolelo, your story. It’s not a list of services; it’s your core promise. Are you the:
Freshest poke on the island?
Most reliable plumbing service?
Most authentic luau experience?
Best value for local families?
Your message should be simple, memorable, and consistent across everything you do.
3. WHERE Will You Reach Them? (Your Megaphone)
Based on who your customer is, where do they spend their time and attention? You don't need to be everywhere. You just need to be where it counts. The table below can help you decide.
4. HOW Will You Measure Success? (The Bottom Line)
How will you know if your plan is working? Don’t get bogged down in complex analytics. Focus on simple, tangible results. Track metrics like:
The number of phone calls mentioning your ad.
The number of people who used a special discount code.
The increase in website traffic from Hawaii.
The increase in foot traffic to your store.
Choose a metric that is directly tied to your business goals.
Strategic FAQ for Hawaii Marketers
1. How much should a small business in Hawaii budget for marketing?
A common guideline is 5-10% of your gross revenue. However, if you're just starting, don't worry about percentages. Start with a budget you're comfortable with, even if it's small. Focus on one channel, measure your results, and reinvest what you earn.
2. How long does it take to see results?
It varies by channel. High-intent channels like Google Ads can show results in weeks. Brand-building channels like radio and OOH are about long-term recognition and trust, which can take several months to build but often provide more sustainable growth.
3. Should I focus on kamaʻāina or tourists first?
For most businesses, the answer is kamaʻāina first. When you build a strong, loyal local following, your brand gains an authenticity that is incredibly attractive to visitors. A business loved by locals is a business tourists want to find.
4. Is print advertising (like in local magazines) still worth it?
Yes, it can be highly effective for specific goals. Glossy magazines are excellent for reaching affluent households and tourists in hotel rooms. For businesses in the luxury, dining, or activities sector, print can offer a targeted audience that's hard to reach otherwise.
5. What's the #1 mistake small businesses make in their marketing?
Inconsistency. They run an ad for one month, try social media for a few weeks, then stop. Effective marketing is like exercise; it requires a consistent, long-term effort to see results. A simple plan, executed consistently, will always beat a complex plan that changes every month.
From Plan to Profit: The Execution Challenge
Congratulations! Having this simple plan on paper puts you ahead of most of your competition. But as any business owner knows, a plan doesn't run itself.
Executing that plan—negotiating the best rates with local radio stations, producing a compelling commercial, managing a digital ad budget, and tracking the results—is a full-time job. This is where a partner comes in.
At JB Brands, we specialize in taking your plan—your vision—and turning it into a profitable reality. We handle the complex execution, from media buying and creative production to ROI tracking, so you can focus on what you do best: running your business.
A clear plan is the first step to smart, effective marketing. When you’re ready to take the next step and put that plan into action, we’re here to help.
