Think tired marketing collateral is all you need to succeed in today's marketplace? Think again!
Messaging that relies on outdated delivery channels is often a waste of time and resources. Effective marketing now means translating market learnings into techniques and tactics that are relevant to your business.
The PR and marketing community has embraced technology with open arms, transforming basic marketing concepts into sophisticated, tech-driven systems and solutions. One of the things that needs to be considered by warehouse businesses tends to be a search for news to leverage technology to scale up the organization's promotional firepower. Despite the initial cost associated with many technological solutions, the long-term payoff for the right technologies almost always outweighs the upfront expense.
Some marketing initiatives lend themselves to simple measurement while others are more challenging. Direct mail can be evaluated by tallying the cost of inputs (e.g. a premium mailing list, printing, postage, etc.) and measuring the number of customer responses you receive from the campaign. But how do you go about measuring your brand's marketing footprint in geographic and demographic sectors? Fortunately, media monitoring has the ability to give your warehouse business a sense of market presence and other variables that are difficult to quantify. Although media monitoring is not the only tool for measuring intangible brand qualities, it has the benefit of highlighting negative PR, giving your warehouse business the ability to control bad buzz when it appears in the marketplace.
You've seen the contest concept in action, even if it wasn't used in a warehouse business. Although a contest won't automatically translate into higher revenue, it can be a strategic component of a comprehensive marketing plan. Even good contests carry risks, namely the possibility that your business will be dogged by allegations of unfair prize awards. That's why warehouse businesses invest time and resources to create contests they can count on to achieve desired outcomes.
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