We recognize that the best broken glass business entrepreneurs are adept at promoting their brand and products. Yet in this industry, the characteristics of able marketers aren't always obvious.
It's not hard to convince most business owners that marketing plays a vital role in strategic planning. With marketing pressure at an all-time high, your business needs to incorporate tactics designed to position a broken glass business at the top of the heap.
There is no substitute for being able to speak convincingly about your products in a broken glass business. Seemingly insignificant product specs can be leveraged to communicate value and depth, separating your broken glass business from the rest of the field. If you can't articulate your products' unique characteristics, your messaging - and revenue stream - will suffer.
Managing Negative Publicity
A certain amount of negative publicity is a given for most broken glass businesses. Bad situation inevitably get worse when companies haven't prepared for the possibility of a negative news cycle. At Gaebler, we advise our business partners to have an updated crisis response plan in place at all times. 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.
Most consumers respond positively to discounts whether they are perceived or real; broken glass business consumers fit the pattern and factor discounts into their spending decisions. Some entrepreneurs have used the discount concept to lure in unsuspecting customers without actually reducing the price of the product. However, for consumers located in the broken glass business sector, you won't get far with discounts unless you communicate clear value. Offsetting discounts with inflated pricing is a tired ploy that often does more harm than good. Instead, think about how you can use discounts to lure customers in during a slow period, to generate traction for new product offerings, and to break into new markets.
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