A single characteristic divides today's best chimney tops and caps businesses from companies at the bottom of the food chain.
In general, good business owners make good marketers. But to rise to the top of the industry, you'll need to gain a deeper understanding of the marketing tactics competitive chimney tops and caps businesses have used to achieve success.
Ethically challenged marketers are a dime a dozen in today's economy. Industry-leading chimney tops and caps businesses subscribe to a strict ethical marketing code, even when competitors intentionally mislead customers with exaggerated claims and falsehoods. If direct mail is part of your marketing mix, you should also make sure your mailing list provider adheres to ethical standards in the collection of contact information. Premier vendors are safe bets since they have established themselves as reputable mailing list providers.
Messaging matters - but only to the degree that it communicates value to cost-conscious consumers. Businesses that bundle products tap into the market's psyche by creating the perception (real or imagined) of cost-savings. Nearly any type of business can tap into the benefits of bundling products or services, so it's easy to see how chimney tops and caps businesses have the ability to bundle multiple products and services into a single offering that customers find appealing. Since the bundling concept is based on discounts, consumers expect to pay less for the bundle than they would if they were to buy the products separately, so you'll need to make sure your bundle offers real value to buyers.
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 chimney tops and caps business, buzz is a critical consideration in the marketing mix. Businesses that target brand discussions need to be active partners in dialogue. Social networking and other online strategies can play a foundational role when they are performed in tandem with face-to-face interactions and industry networking.
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