October 13, 2019  
 
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Marketing a Polarized Products Business

Looking for innovative ways to market a polarized products business? Although you there are no magic bullets that will enable you to dominate the industry, there are several things you can do to improve visibility and market presence.

Small-mindedness has no place in great marketing. In fact, a strong marketing strategy can give a small business high visibility in the marketplace.

In this industry, long-term survivors build their strategies around a core of marketing essentials.

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. However, it would be a mistake to discount broadcast advertising entirely. Many polarized products businesses continue to find ways to attract audiences to their brand through broadcast media. It's critical to understand the limits and opportunities available in today's broadcast advertising industry. One area in which marketers continue to have success is during drive times when large numbers of listeners still tune-in to local radio. When marketing polarized products 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.

Staffing Expertise

Right out of the gate, you are going to have to make an informed decision about who will be responsible for marketing your product offerings and your brand. For many business owners, in-house staffing is attractive because it can (theoretically) be performed by current employees and can give the owner more control over the process. As a way to improve performance and time management, owners of polarized products businesses enlist the assistance of external marketing professionals. In addition to delivering a better overall outcome, marketing firms bring an objective perspective to your strategy and key messaging.

Building A Community Around Your Brand

Does your business have a social media presence? If not, you may be falling behind the rest of the marketplace. Whether they realize it or not polarized products businesses need to do a better job connecting with their customers. To establish a solid community base, you may want to begin with a direct mail campaign using mailing lists obtained through top-end list providers. Using these lists, you can perform a direct mail initiative to invite prospects to participate in online brand community mechanisms.

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