For a contact lenses retail business, a great business model doesn't guarantee solid revenues.
In fact, a good marketing strategy can level the playing field and help small to medium-sized contact lenses retail businesses stand toe-to-toe with the rest of the market. What small companies lack in resources, they can make up for in marketing intelligence and expertise.
Smartphones have added a new wrinkle to small business marketing. With little or no effort, users can transform their mobile device into a highly functional tool for location and navigation. As a contact lenses retail business owner, geolocational features can be a powerful weapon in your marketing arsenal. 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 contact lenses retail business that is closest to their present location.
Why Branding Matters
Think of branding as a consumer shortcut. Since the average consumer doesn't have time to thoroughly evaluate every product that crosses their path, they make buying decisions based on the brands they trust. Any and every contact lenses retail business is a brand. Some brands struggle to achieve recognition with consumers while others seem to be quickly embraced by the marketplace. Although the competition for market visibility may be fierce, a branding initiative can quickly scale your promotional footprint to compete with anyone in your geographic or demographic market sector.
Public Relations Strategies
If marketing is a stock car racing full throttle toward a consumer audience, PR is a vintage Cadillac teasing consumers and inviting them to take a closer look. When contact lenses retail businesses leverage PR, they tell thought-provoking stories about their brand and products. In the process, they establish themselves as thought leaders and encourage the marketplace to give them a second look. The art of storytelling is a core PR competency. Storylines need to be believable and objective while communicating your brand's strengths and value proposition.
Given your interest in marketing and in contact lenses retail businesses, you might find these additional resources to be of interest.
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