June 3, 2020  
 
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Marketing a Dairy Store

There is little room for error in marketing a dairy store in today's economy. Fortunately, we have the information you need to stay ahead of the curve and outperform the rest of the field.

In a dairy store, the line between success and failure is based on more than the execution of core competencies.

Simplistic promotional techniques can't penetrate the clutter of the current marketplace. To capture audience attention, you'll need to stay current with the channels they use to receive information and product messages.

Industry Resources

Business leadership can be a lonely profession, especially when you're leading a dairy store. Most leaders are oblivious to the fact that the marketplace shows no favoritism - for every marketing challenge your business faces, there are hundreds of other businesses and leaders struggling to solve the same problem. Trade associations, business networks, and other venues usually offer resources to help you improve your marketing skills. If possible, establish a mentoring relationship with an experienced industry veteran.

Managing Negative Publicity

Not sure how to handle negative PR? You're not alone. It's a probably faced by many dairy stores. Bad situation inevitably get worse when companies haven't prepared for the possibility of a negative news cycle. PR savvy dairy stores work with consultants to develop a crisis response plan that can be executed on a moment's notice. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.

Discounts

Discounts drive purchasing decisions, and dairy store customers are no exception. Orchestrated discount programs communicate value because they create the perception that the customer is getting more for less. But in the dairy store industry, it's essential to make sure the discounts you offer are legitimate. Offsetting discounts with inflated pricing is a tired ploy that often does more harm than good. Instead, think about how you can use discounts to lure customers in during a slow period, to generate traction for new product offerings, and to break into new markets.

More Marketing Tips and Related Articles

Given your interest in marketing and in dairy stores, you might find these additional resources to be of interest.

Selling a Dairy Store

Magazine Advertising

Creating an Effective Marketing Strategy

Telemarketing Firms


Conversation Board

The dairy store industry is evolving, and new marketing tactics should be tested on a regular basis. We welcome your comments and feedback about marketing techniques in this space.


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