If you are a business leader who sees marketing as a path to give your columns business an edge over the competition you're not alone.
By applying a few common sense tips and marketing fundamentals, you can avoid the pitfalls and set your company on the path to marketing success.
Improving Customer Loyalty
Customer loyalty provides the backbone for business growth. In growth-minded columns businesses, sorted and updated mailing lists obtained from top-tier providers are effective tools for customer acquisition. However, customer acquisition will only get you so far. To achieve revenue growth, you'll need to combine customer acquisition channels with strategies and mechanisms designed to transform new customers into followers and hopefully, brand advocates.
Smart columns businesses understand that more customers will walk through the door if a few products are priced at less than full retail value. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. But to be effective, loss leader marketing requires planning, especially in product selection and price points. For the majority of columns businesses, loss leaders substantially increase customer traffic and create opportunities to expose new consumers to the brand. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.
When It's Time to Rebrand
There are many reasons why it might be time to begin a rebranding initiative - but a lack of alternative tactics is not one of them. The most successful rebranding initiatives are the culmination of a deliberate process. For a columns business, brands are tied to specific stages in the life of a business. If your company is expanding, you will inevitably outgrow your brand and it will be time to prepare for a comprehensive rebranding effort. Unless you are confident that you possess the skills necessary to rebrand your business, we advise consulting with a professional marketing firm before you introduce a new brand to your customers.
Given your interest in marketing and in columns businesses, you might find these additional resources to be of interest.
For tips on how to start a columns business, these resources provide helpful advice:
If you want information on how to sell to columns businesses, this isn't the ideal place for you on our site. Try these instead:
If you are eager to get marketing tips for a different industry, please browse our directory of marketing guides below.