How Can I Improve Our Marketing
Marketing a Paper Shredding Services Business
A profitable paper shredding service is about more than supply and demand. It's about designing ways to entice new customers to engage with your products and to encourage existing customers to increase the frequency of their purchases.
Marketing is a tricky business discipline, especially for inexperienced entrepreneurs who possess more enthusiasm than expertise.
Benefits of outsourced paper shredding include security, compliance, identity protection and reduced costs.
The right market approach lets smaller paper shredding businesses stand toe-to-toe with the rest of the market. The key is to market smart through the consistent application of fundamental marketing concepts.
Broadcast Advertising
No doubt about it, the Internet has had a dramatic impact on TV and radio advertising. Rather than tuning in for information, many buyers now prefer to get their news and entertainment through online sources. Broadcast advertising is down - but it's not out. Today's leading paper shredding businesses are leveraging broadcast media to perform specific aspects of their marketing strategies. Today's broadcast marketing solutions have the ability to target a geographically concentrated sector of the marketplace. For example, many people limit their radio listening to their daily commute. When marketing paper shredding businesses, local consumers may represent a sizeable portion of total revenues, making local radio and other broadcast media viable marketing channels -- but only to the extent that you match the station's audience to your customer base.
Why Branding Matters
Think of branding as a consumer shortcut. Since the average consumer doesn't have time to thoroughly evaluate every product that crosses their path, they make buying decisions based on the brands they trust. Any and every paper shredding service has brand characteristics. Some brands struggle to achieve recognition with consumers while others seem to be quickly embraced by the marketplace. Companies that incorporate brand positioning into their normal marketing routines gradually accumulate higher brand values and are rewarded by consumers.
Measurement & Evaluation
With a little more attention to details, paper shredding businesses may be able to increase the impact of their marketing tactics. For even greater returns, you'll need to explore ways to improve measurement and evaluation. A robust measurement and evaluation process should include metrics that can be monitored on a monthly, weekly or even daily basis. Designed to monitor marketing efforts on a campaign-by-campaign basis, these metrics can be used as a baseline for strategic planning. Given the importance of measurement and evaluation, paper shredding businesses often choose to consult with professional marketers for assessment tools and strategic insights.
Share this article
Additional Resources for Entrepreneurs