How Can I Improve Our Marketing
Marketing a Picture Framing Supplies Business
The value and earning capacity of a picture framing supplies business largely depends on the quality of its marketing efforts. But great marketing takes a lot more than hanging a shingle and hoping for the best.
Multiple marketing factors affect bottom line profitability. Yet one feature seems to be part of the shared DNA of all effective marketing programs.
When done effectively, marketing is a coordinated and comprehensive strategy that raises the visibility of your picture framing supplies business through a diverse range of marketing channels and mediums.
When It's Time to Rebrand
Rebranding can be the cornerstone of a successful marketing strategy. But unfortunately, many business owners choose to rebrand simply because they aren't sure what else to do. That's not how rebranding works. Instead, rebranding should be performed for the right reasons. In a picture framing supplies business, the time to rebrand is when your current brand is outdated or no longer in sync with the needs of the marketplace. All businesses change over time and rebranding can bring your business profile in line with your current core competencies. Unless you are confident that you possess the skills necessary to rebrand your business, we advise consulting with a professional marketing firm before you introduce a new brand to your customers.
Social Media Monitoring
The use of social media as a marketing tool is the latest wave to overtake the small business community. Combined with a functional company website, social media attracts new customers and converts them to brand advocates. Social media can quickly go negative, turning brand advocacy into "badvocacy", a scenario in which consumers and users create content deriding your company and your products. All picture framing supplies businesses are especially vulnerable to negative exposure through social media. To counter negative social media, you'll need to monitor your brand's online presence and enter the conversation, redirecting negative discussions toward more positive topics.
Managing Negative Publicity
Not sure how to handle negative PR? You're not alone. It's a probably faced by many picture framing supplies businesses. But the time to address your response to negative publicity is before it happens. If you wait until a crisis hits, it's already too late to control the message. PR savvy picture framing supplies businesses work with consultants to develop a crisis response plan that can be executed on a moment's notice. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.
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