A single characteristic divides today's best decorative and building stone businesses from companies at the bottom of the food chain.
So what separates the best decorative and building stone businesses from average companies? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.
Most decorative and building stone businesses identify customer awareness as one of the hallmarks of their success. In this market sector, managers and promoters need to be extremely familiar with their customers' needs and purchasing preferences. More often than not, failure to maintain a robust connection with the marketplace translates into poor brand recognition and lackluster sales. By improving market awareness, small companies can often establish more meaningful customer connections than their competitors.
People like to feel like they're getting a discount, so not surprisingly decorative and building stone business consumers fit the pattern and factor discounts into their spending decisions. Orchestrated discount programs communicate value because they create the perception that the customer is getting more for less. Due to the market intelligence of buyers in the decorative and building stone business world, value discounts need to be attractive when stacked against the competition. For better results, consider rotating the products you discount to incentivize customers to monitor your marketing channels.
Public Relations Strategies
Public relations is more subtle, but no less powerful than a full-blown marketing push. If you want to send unrestricted marketing messages to your audience, buy a mailing list and perform a direct mail campaign. But if your strategy calls for sophistication, media buy-in and thought leadership, hire a PR consultant. 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.
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