Ideas for Marketing a Niche Business
Marketing a Video and DVDs Store
The value and earning capacity of a video and DVD store 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.
Winning strategies combine common sense marketing with the constantly evolving demands of the marketplace.
Competitive Awareness
Competitive awareness is the starting point for creativity in marketing. There's nothing wrong with creativity, but if it precludes your messaging from being represented alongside other video and DVD stores, you may not have all of the information you need to make an informed marketing decision. Many businesses find it useful to hire a professional marketing firm to help them evaluate the competitive landscape and devise strategies to exploit competitors' weaknesses.
Encourage Word of Mouth Referrals
Industry-leading video and DVD stores rely on a certain amount of word of mouth marketing buzz to communicate brand values and product messaging.
As a rule, your marketing strategy should include mechanisms that encourage meaningful brand conversations and spread the good word about your business. At the same time, you need to be wary and vigilent against potential negative word of mouth regarding your company and take appropriate actions to combat a negative buzz.
Marketing Ethics
Some marketing strategies may be effective, but don't make the grade in the area of ethics. Industry-leading video and DVD stores subscribe to a strict ethical marketing code, even when competitors intentionally mislead customers with exaggerated claims and falsehoods. Ethics are especially important in direct marketing. By relying on trusted list provider, you can ensure that your lists are accurate and are consistent with standard industry protocols.
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