September 16, 2019  
 
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Marketing a Specialty Store

There is little room for error in marketing a specialty store in today's economy. Fortunately, we have the information you need to stay ahead of the curve and outperform the rest of the field.

The task of promoting a specialty store can be challenging, especially for business owners who lack a marketing background.

Common sense and practical decision making are part of the marketing equation. However, the most visible brands are always on the lookout for the marketing tactics competitive specialty stores have used to achieve success.

Improve Your Business Sign

Effective signage gives your brand constant exposure in its geographic market. Despite the fact that specialty stores come in all shapes and sizes, signage can be used by any specialty store to communicate the company's value to their customers. Is your sign conveying key business messages? Should you go with or traditional business signage? These are just a couple of things to consider when buying business signs.

Given the fact that signage in specialty stores has unique characteristics, you'll want to make sure to adhere to industry norms as well as local zoning requirements. Talk with somebody who knows a lot about business signage advice and get their input before you create new business signs.

Sponsorships

Event and team sponsorships are a proven method for raising the public profile of specialty stores. Successful sponsorships create connections with customers; ineffective ones alienate customers and drain your marketing budget. A strategic sponsorship targets actual specialty store buyers. To minimize costs and multiply outcomes, consider teaming up with a complementary business to co-sponsor targeted events.

Marketing Collateral

Every piece of collateral your specialty store creates is a tangible reflection of your brand distinctive and core values. Some pieces of collateral can be customized for recipients, while others serve a more generic purpose. Either way, you have a stake in making sure it gets into the right hands. For direct mail campaigns, premium mailing lists from established vendors can protect the value of your investment. If you're like most business owners, you invest substantial resources in the creation of quality collateral. If you don't invest similar resources in mailing lists and other distribution channels, your specialty store's marketing collateral will be wasted.

More Articles on Marketing

Want to learn more? Start with these recommended resources.

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Selling a Specialty Store

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Conversation Board

The best marketing advice often comes from your peer business owners. Do you have any tips or advice on marketing a specialty store? We'd love it if you could share them by posting a comment below. What marketing initiatives have you tried and how did they work out for you?


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Ready to Start Your Own Specialty Store?

For tips on how to start a specialty store, here are some more appropriate better resources for you:

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