Marketing Plans for Niche Markets
Marketing a Wildlife Rescue and Rehabilitation Business
The value and earning capacity of a wildlife rescue and rehabilitation business 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.
As a business owner, it's imperative to understand that your financial metrics are inextricably linked to your marketing capacity.
Concerned about customer loyalty? Producing high quality products isn't enough to lure customers back to your business. These days, customers expect value and nothing communicates value more than a solid marketing plan.
Marketing Ethics
Are ethics important in marketing? You bet! Successful wildlife rescue and rehabilitation businesses avoid marketing tactics that exploit their customers. When it comes to direct mail, it's important to know the source of your contacts. To maintain compliance with ethical standards, we recommend outsourcing list generation to reputable providers.
Competitive Awareness
Good marketing begins with an awareness of what your competitors are doing to attract customers and stir up sales. There's nothing wrong with creativity, but if it precludes your messaging from being represented alongside other wildlife rescue and rehabilitation businesses, you may not have all of the information you need to make an informed marketing decision. At a minimum, we recommend seeking a third-party perspective before you adopt any innovations that dramatically alter your marketing model.
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. However, it would be a mistake to discount broadcast advertising entirely. Many wildlife rescue and rehabilitation businesses continue to find ways to attract audiences to their brand through broadcast media. 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 broadcast strategies are applied to wildlife rescue and rehabilitation 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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