A high-quality marketing plan connects your company to your customers. Without it, you'll quickly find your publishers' shipping services business stuck in limbo.
Marketing increases the brand footprint of a publishers' shipping services business using a carefully crafted mix of techniques and tactics.
Why Branding Matters
Branding isn't just a marketing buzzword. It's a core concept for businesses trying to entrench themselves in consumer consciousness. Any and every publishers' shipping services business is a brand. Some brands struggle to achieve recognition with consumers while others seem to be quickly embraced by the marketplace. By investing in brand awareness and positioning, you increase the trust factor and make it easier for consumers to choose your business over less-known competitors. In certain situations, branding can be used to establish dominance in specific product categories or service areas.
Leveraging Print Ads
You're probably familiar with many of the ways print advertising has been used to market publishers' shipping services businesses. Historically, Gutenberg's invention has been used for a broad range of commercial and promotional applications. But although businesses have more promotional options than ever before, there are many attractive venues for featuring your publishers' shipping services business in print. These days, the key to effective print advertising is to align the publication with your business goals and ROI requirements.
It makes sense for publishers' shipping services businesses to participate in direct marketing. Direct mail has the advantage of delivering targeted messaging to qualified contacts within your company's market segment. Third-party providers have a reputation for generating accurate mailing lists that can be sorted to accommodate niches and subsections of the market. 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.
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