November 24, 2014  
 
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Marketing a Popcorn and Popcorn Supplies Business

A profitable popcorn and popcorn supplies business 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.

Customer loyalty isn't what it used to be. With cost concerns becoming more important to buyers, value messaging is rising to the fore as a strategic marketing priority.

Mailings

It makes sense for popcorn and popcorn supplies businesses to participate in direct marketing. Direct mail has the advantage of delivering targeted messaging to qualified contacts within your company's market segment. Top-tier mailing list providers consistently deliver high impact and affordable lists to clients throughout the industry. Despite the added upfront expense, premium mailing lists are a smart investment if for no other reason than their ability to generate higher conversion rates.

Marketing Consultants

As a small business owner, it's tempting to think that you have what it takes to market your brand effectively. Maybe you do. But in our experience, there is no substitute for enlisting the services of a qualified marketing consultant. A good marketing firm will help clarify your popcorn and popcorn supplies business' most important brand characteristics. Your passion for your brand is admirable, but it can't compensate for the experience and expertise of someone who specializes in creating meaningful customer connections. As we continue to experience changes in the popcorn and popcorn supplies business arena, exposing your strategy to the influence of capable marketing professional should be a top priority.

Broadcast Advertising

Broadcast advertising has clearly taken some hits over the past couple of decades. The number of consumers who tune-in to local TV and radio has plummeted, and the industry has struggled to regain its footing. Broadcast advertising is down - but it's not out. Today's leading popcorn and popcorn supplies businesses are leveraging broadcast media to perform specific aspects of their marketing strategies. Best practices for the use of broadcast advertising require businesses to evaluate their target audience's listening or viewing patterns and then tailor their media purchases to specific media outlets rather than blanketing the geography with brand messaging. When marketing popcorn and popcorn supplies businesses, the target audience is almost always local or regional. For broader reach, you'll likely need to look beyond broadcast venues and explore other online and offline marketing vehicles.

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Want to learn more? Start with these recommended resources.

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Conversation Board

Do you have any more tips about marketing popcorn and popcorn supplies businesses? If so, submit your comments and suggestions so other business owners can learn from your experience.


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