Marketing is a tricky business discipline, especially for inexperienced entrepreneurs who possess more enthusiasm than expertise.
So what separates the best balloon businesses from other businesses in the industry? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.
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 balloon businesses are leveraging broadcast media to perform specific aspects of their marketing strategies. 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. For balloon 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.
Managing Negative Publicity
Not sure how to handle negative PR? You're not alone. It's a probably faced by many balloon businesses. The worst way to handle negative buzz is to put off developing a response until reporters are pounding on your door, demanding a comment from a company spokesperson. PR savvy balloon businesses work with consultants to develop a crisis response plan that can be executed on a moment's notice. Since part of your crisis response may involve direct mail, we also recommend working with quality mailing list providers to obtain accurate contact lists.
Lone rangers don't survive long in a balloon business. Most leaders are oblivious to the fact that the marketplace shows no favoritism - for every marketing challenge your business faces, there are hundreds of other businesses and leaders struggling to solve the same problem. Even though trade journals have value, we've found that the best insights are often gained through face-to-face contact with industry insiders.
These additional resources offer more insights into marketing, balloon businesses, and related topics.
For tips on how to start a balloon business, these resources provide helpful advice:
If you consider balloon businesses to be sales prospects, there's more useful information for you elsewhere on our site. These guides are more appropriate for you:
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