October 20, 2020  
 
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Marketing a Bean Brokers and Dealers Business

The value and earning capacity of a bean brokers and dealers 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.

Multiple marketing factors affect bottom line profitability. However, great marketing strategies share a common characteristic.

However, foundational marketing principles may not be enough to capture the attention of buyers in today's market. To capture audience attention, you'll need to stay current with the channels they use to receive information and product messages.

Promotional Calendars

Uncoordinated and disjointed marketing plans tend to backfire on bean brokers and dealers businesses. Instead of offering special promotions on the spur of the moment, we recommend creating a promotional calendar for the fiscal year. Although you can adjust the calendar as needed, advanced planning makes it easier to connect your company's marketing tactics to sales objectives, inventory levels, staffing, and other areas of the business. Consumer mailing lists from a respected provider can add value to your calendar by incorporating geographic and demographic consumer data into your promotional schedule.

Broadcast Advertising

In an entertainment on-demand universe, broadcast TV and radio have been the big losers. However, it would be a mistake to discount broadcast advertising entirely. Many bean brokers and dealers 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. When marketing bean brokers and dealers businesses, local consumers may represent a sizeable portion of total revenues, making local radio and other broadcast media viable marketing channels -- but only to the extent that you match the station's audience to your customer base.

Hiring A Marketing Firm

Sooner or later, most bean brokers and dealers business 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 bean brokers and dealers 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.

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What challenges have you experienced in marketing your bean brokers and dealers business? How did you overcome those challenges? If you have practical insights about marketing, we'd like to hear from you.


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