October 28, 2020  
 
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Marketing a Crystals Business

At Gaebler, we've seen what great marketing can do for a small business. But if you own a crystals business, exceptional marketing may well be the determining factor in your long-term survival and success.

Multiple marketing factors affect bottom line profitability. However, great marketing strategies share a common characteristic.

But regardless of your business model, marketing success can still be found by keeping one eye on sound marketing principles and the other on the needs of customers in the marketplace.

Marketing Collateral

Every piece of collateral your crystals business creates is a tangible reflection of your brand distinctive and core values. Some pieces of collateral can be customized for recipients, while others serve a more generic purpose. Either way, you have a stake in making sure it gets into the right hands. For direct mail campaigns, premium mailing lists from established vendors can protect the value of your investment. If you're like most business owners, you invest substantial resources in the creation of quality collateral. If you don't invest similar resources in mailing lists and other distribution channels, your crystals business's investment in collateral will be pointless.

Competitive Awareness

Do you have a new marketing idea that will transform your industry? Don't be so sure - at least not until you have explored what the competition is doing. We appreciate innovative tactics. But when innovation causes you to abandon message streams that are trafficked by similar crystals businesses, you may not have all of the information you need to make an informed marketing decision. At a minimum, we recommend seeking a third-party perspective before you adopt any innovations that dramatically alter your marketing model.

Social Media Monitoring

Social media has become a prominent fixture in marketing. For small businesses, an aggressive social media campaign can level the playing field by generating online buzz that competes with corporate marketing initiatives. Even though the potential for social media to generate positive conversations about your product is good, the potential for it to create negative, online word-of-mouth is a concern that must be taken seriously. Most crystals businesses are especially vulnerable to negative exposure through social media. To counter negative social media, you'll need to monitor your brand's online presence and enter the conversation, redirecting negative discussions toward more positive topics.

Additional Marketing Advice and Related Articles

Based on your interests, we think you may find these additional resources to be of interest.

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Selling a Crystals Business

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