October 20, 2020  
 
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Marketing a Collectibles Business

Trying to market a collectibles business? It's a crowded marketplace, but with dedication and persistence, great marketing can help your business outperform larger competitors.

Still looking for a way to effectively market your collectibles business? It's hard to get your messages heard through the industry's noise.

Top performers habitually integrate sound marketing concepts with market demands.

Technological Expertise

The PR and marketing community has embraced technology with open arms, transforming basic marketing concepts into sophisticated, tech-driven systems and solutions. As a result, a primary concern of growth-oriented collectibles businesses is the need to increasingly incorporate technological marketing solutions into the marketing mix. Despite the initial cost associated with many technological solutions, the long-term payoff for the right technologies almost always outweighs the upfront expense.

Newsletters

Newsletters can pack a promotional punch. How? By subtly using information to promote the benefits of your products and services. 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 collectibles businesses to distribute periodic (monthly or quarterly) newsletters through a variety of online and offline channels. As an added bonus, newsletter subscription lists can double as mailing lists for direct mail or email campaigns.

Measurement & Evaluation

Performance is the ultimate measure of quality. You can improve the quality of your B2B and B2C efforts by considering professional mailing lists provided by established vendors. That's just one of the ways collectibles businesses may be able to increase the impact of their marketing tactics. However, there are no substitutes for measurement and evaluation mechanisms. A robust measurement and evaluation process should include metrics that can be monitored on a monthly, weekly or even daily basis. Designed to monitor marketing efforts on a campaign-by-campaign basis, these metrics can be used as a baseline for strategic planning. Given the importance of measurement and evaluation, collectibles businesses often choose to consult with professional marketers for assessment tools and strategic insights.

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