Although innovation is important, consistency is critical when you market a bark and bark products business. In this industry, the application of fundamental marketing tactics is more valuable than promotional fads and gimmicks.
In this industry, long-term survivors build their strategies around a core of marketing essentials.
Hiring A Marketing Firm
Eventually nearly all bark and bark products business operations turn to marketing firms for guidance. Professional marketers are usually on the bleeding edge of the industry and boast better returns for the investment than internal marketing units. 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 bark and bark products business, experience should trump other considerations. Marketing firms that lack industry experience are sometimes unfamiliar with competitive marketing channels and may not understand the value propositions that dominate industry messaging.
These days, consumers care only care about thing: Stretching their buying dollars. Businesses that bundle products tap into the market's psyche by creating the perception (real or imagined) of cost-savings. Most bark and bark products businesses have the ability to bundle multiple products and services into a single offering that customers find appealing. Often, bundling is used to offload excess inventory or to pair a low profit product with one that has a higher markup.
Public Relations Strategies
Public relations is more subtle, but no less powerful than a full-blown marketing push. If you want to send unrestricted marketing messages to your audience, buy a mailing list and perform a direct mail campaign. But if your strategy calls for sophistication, media buy-in and thought leadership, hire a PR consultant. The art of storytelling is a core PR competency. Storylines need to be believable and objective while communicating your brand's strengths and value proposition.
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