The marketing model for a cases business has historically adapted to changes in consumer buying patterns and the market itself.
What to know the characteristics that distinguish leading cases businesses from other businesses in the industry? It's strong messaging. And if your marketing vehicles aren't crystal clear, you could become a casualty of the marketplace.
Never underestimate the value of good buzz with consumers. You've heard it said before: Word of mouth is the best form of promotion for products and brands. For a cases business, buzz is a critical consideration in the marketing mix. The process begins with developing communication vehicles and mechanisms that invite discussion. With minimal effort, you can instigate conversations through social media and other communication vehicles favored by today's consumers.
Sloppy marketing programs have no place in growing cases 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.
Will Rogers said, "You can lead a horse to water, but you can't make him drink. However, you can put salt in his food." That's kind of how viral marketing works. By including viral elements in a campaign for a cases business, you ultimately have to cross your fingers and hope for the best. But despite the risk, viral marketers can influence the likelihood of success. Social media and other online vehicles can seed a viral marketing campaign, but you'll need to nurture their development through direct customer interaction as well as other techniques.
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