February 23, 2020  
 
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Marketing a Buttons and Badges Retail Business

The value and earning capacity of a buttons and badges retail 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.

As a business owner, it's imperative to understand that your financial metrics are inextricably linked to your marketing capacity.

Healthy customer relationships are strengthened and expanded through targeted marketing campaigns. When viewed from this perspective, marketing becomes a customer engagement concern in a buttons and badges retail business's planning process.

Newsletters

Despite the unrelenting demands of generating content on a monthly or quarterly basis, a company newsletter has promising potential as a marketing device. Unlike flyers and other advertising mediums, newsletters have an informational focus. In fact, the best newsletters encourage customers to take the next step without ever asking for a sale. It's not unusual for buttons and badges retail businesses to distribute newsletters through online channels (e.g. in email campaigns and as PDFs on the company website).

Consider New Advertising Channels

Advertising options come and go. The marketing channel that was hot last year may no longer be effective and has been replaced by yet another can't miss marketing alternative. But for buttons and badges retail businesses, it is mission critical to identify the advertising vehicles that are most likely to meet the specific marketing goals your business is facing right now. Increasingly, buttons and badges retail businesses get solid marketing results from online channels capable of streaming high value content to a large, yet targeted customer base. To learn best practices of online advertising, learn from pure-play online businesses, as the principles they use for promoting an online business are very relevant to promoting any business online.

Email Campaigns

Today's consumers are extremely tech-savvy. They rely on social media and email to both receive and transmit brand messages. So if you can deliver messaging to your customers' inboxes, the likelihood it will be seen and read by a large percentage of recipients is extremely high. In many buttons and badges retail businesses, the real challenge is compiling a substantive quantity of qualified email addresses. At Gaebler, we recommend buying mailing lists from professional, third-party providers. Purchased lists aren't the only source for customer contacts, but they can be used to create fast momentum for email campaigns and other initiatives.

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