The struggle to find the right marketing mix is never-ending in a profit-oriented small business. However, great marketing strategies share a common characteristic.
The marketplace is constantly shifting to accommodate consumer demand and that means businesses need to adapt their marketing requirements accordingly. The consistent application of solid marketing principles is one of the few business requirements that has stayed the same.
Smartphones have added a new wrinkle to small business marketing. Equipped with GPS components, today's smartphones give consumers the ability to perform navigation and other geolocational tasks. Since you're a children's and infants' accessories business owner, smartphone geolocation opens the door to new opportunities in brand and product promotion. Exploiting geolocational capabilities requires sophisticated tools and marketing strategies. There are many ways to influence consumers through mobile GPS. However, in its simplest form, geolocational marketing enables consumers to identify a children's and infants' accessories business when they are in the vicinity.
Some marketing initiatives lend themselves to simple measurement while others are more challenging. Direct mail can be evaluated by tallying the cost of inputs (e.g. a premium mailing list, printing, postage, etc.) and measuring the number of customer responses you receive from the campaign. The difficulty comes when you are tasked with quantifying market presence and brand influence. Fortunately, media monitoring has the ability to give your children's and infants' accessories business a sense of market presence and other variables that are difficult to quantify. Even more importantly, media monitoring can alert you to negative commentary early, giving you the opportunity to counter negative mentions with more accurate and more positive messaging.
The PR and marketing community has embraced technology with open arms, transforming basic marketing concepts into sophisticated, tech-driven systems and solutions. The consequence for children's and infants' accessories businesses tends to be a search for news to leverage technology to scale up the organization's promotional firepower. If possible, business owners should gravitate toward technologies that deliver greater ROI than traditional marketing channels.
Given your interest in marketing and in children's and infants' accessories businesses, you might find these additional resources to be of interest.
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