June 2, 2020  
 
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Marketing a Desk Retailer

Marketing a desk retailer isn't as simple as it seems. To get noticed, you'll need to invest time, energy, and resources in an innovative marketing plan.

Although innovation is important, consistency is critical when you market a desk retailer. Industry leaders faithfully adhere to a set of foundational marketing principles.

In general, good business owners make good marketers. However, the most visible brands are always on the lookout for the marketing tactics competitive desk retailers utilize in the marketplace.

Strategic Partnerships

Strategic partnerships offer desk retailers avenues for combining the power of their marketing dollars and messaging with suppliers of complementary products. Joint ad campaigns, mailings and other marketing initiatives can be conducted on either a short- or long-term basis, as long as each partner is involved in the creation of messaging and has approval authority over the content that is released.

Broadcast Advertising

Broadcast advertising has clearly taken some hits over the past couple of decades. The number of consumers who tune-in to local TV and radio has plummeted, and the industry has struggled to regain its footing. Broadcast advertising is down - but it's not out. Today's leading desk retailers are leveraging broadcast media to perform specific aspects of their marketing strategies. Best practices for the use of broadcast advertising require businesses to evaluate their target audience's listening or viewing patterns and then tailor their media purchases to specific media outlets rather than blanketing the geography with brand messaging. When marketing desk retailers, the target audience is almost always local or regional. For broader reach, you'll likely need to look beyond broadcast venues and explore other online and offline marketing vehicles.

Marketing Ethics

Some marketing strategies may be effective, but don't make the grade in the area of ethics. Successful desk retailers avoid marketing tactics that exploit their customers. Ethics are especially important in direct marketing. By relying on trusted list provider, you can ensure that your lists are accurate and are consistent with standard industry protocols.

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