How to Reach Your Target Market
Marketing an Editors and Editorial Service
At Gaebler, we've seen what great marketing can do for a small business. But if you own an editors and editorial service, exceptional marketing may well be the determining factor in your long-term survival and success.
If you are a business leader who sees marketing as a path to give your editors and editorial service a competitive advantage you're not alone.
Top performers habitually integrate sound marketing concepts with market demands.
Loss Leaders
The majority of editors and editorial services understand that more customers will walk through the door if a few products are priced at less than full retail value. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. But to be effective, loss leader marketing requires planning, especially in product selection and price points. When used in editors and editorial services, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.
Managing Negative Publicity
A certain amount of negative publicity is a given for most editors and editorial services. Bad situation inevitably get worse when companies haven't prepared for the possibility of a negative news cycle. The creation of a quality, crisis PR plan and the adequate preparation of key stakeholders is a requirement for any editors and editorial service interested in controlling negative messages. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.
Hiring A Marketing Firm
Eventually nearly all editors and editorial service operations turn to marketing firms for guidance. Unless you have a marketing background, you won't be able to touch the ROI you'll receive from a professional firm. Does a marketing firm cost money? Sure, but not as much as you may think. When it's time to look for a marketing firm to represent your editors and editorial service, the first thing to look for is marketing experience. Marketing firms that lack industry experience are sometimes unfamiliar with competitive marketing channels and may not understand the value propositions that dominate industry messaging.
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