We see marketing as the great equalizer, a business discipline capable of dramatically increasing a small company's footprint in the marketplace.
It's not hard to convince most business owners that marketing plays a vital role in strategic planning. But in a zero-sum economy, there are winners and losers -- and here are some of the things that will help keep your bulletproof glass business ahead of the competition.
Lone rangers don't survive long in a bulletproof glass 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. The best resources are usually the ones that leverage industry-specific experience and the input of proven veterans.
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 bulletproof glass 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 bulletproof glass 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.
Building A Community Around Your Brand
Social media is an up and coming marketing channel, primarily because it coalesces a community around brands. Many bulletproof glass businesses can benefit from marketing strategies that leverage communities and networks. Direct mail campaigns featuring mailing lists from a reliable list partner can jumpstart a social media drive by expanding your customer base and alerting them to your social media presence.
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