April 4, 2020  
 
Gaebler.com is a daily online magazine covering small business news. We help entrepreneurs transform ideas and innovations into greatness.

Resources for Entrepreneurs

 

Marketing Advice

 

Marketing a Broken Glass Business

Trying to market a broken glass business? It's a crowded marketplace, but with dedication and persistence, great marketing can help your business outperform larger competitors.

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.

Product Knowledge

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.

Discounts

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.

More Articles on Marketing

Based on your interests, we think you may find these additional resources to be of interest.

Selling a Broken Glass Business

Unique Selling Positions

Phone Book Ads


Conversation Board

Are there any marketing tips you would recommend to business owners? If so, we'd love to hear from you!.


Questions, Comments, Tips, and Advice  Code Image - Please contact webmaster if you have problems seeing this image code
Problem Viewing Image
Load New Code

Considering Starting a Broken Glass Business?

For those who want to open a broken glass business, here are some more appropriate better resources for you:

How to Start a Broken Glass Business

Sell to Broken Glass Businesses?

If you want information on how to sell to broken glass businesses, this isn't the ideal place for you on our site. Try these instead:

Selling to Broken Glass Businesses

Mailing Lists for Broken Glass Businesses

More Marketing Guides

If you are looking for marketing advice for a different kind of business, please browse our directory of marketing guides below.

Browse more marketing resource guides:

 

 

 

 

Additional Resources for Entrepreneurs

Lists of Venture Capital and Private Equity Firms

Franchise Opportunities

Contributors

Business Glossary