It's difficult to pinpoint a single marketing strategy that is capable of turning around a struggling business. However, great marketing strategies share a common characteristic.
Staying on track requires attention to detail and a commitment to foundational marketing principles.
Leveraging Print Ads
You're probably familiar with many of the ways print advertising has been used to market drug and alcohol detection and testing businesses. From glossy spreads to simple classified ads, business owners have traditionally used print advertising to reach a broad base of customers. But although businesses have more promotional options than ever before, there are many attractive venues for featuring your drug and alcohol detection and testing business in printed media. These days, the key to effective print advertising is to align the publication with your business goals and ROI requirements.
Some marketing initiatives lend themselves to simple measurement while others are more challenging. Direct mail can be evaluated by tallying the cost of inputs (e.g. a premium mailing list, printing, postage, etc.) and measuring the number of customer responses you receive from the campaign. The difficulty comes when you are tasked with quantifying market presence and brand influence. Fortunately, media monitoring has the ability to give your drug and alcohol detection and testing business a sense of market presence and other variables that are difficult to quantify. If executed properly, media monitoring can help your brand get ahead of negative messaging and exert greater influence over news cycles.
Right out of the gate, you are going to have to make an informed decision about who will be responsible for marketing your product offerings and your brand. For many business owners, in-house staffing is attractive because it can (theoretically) be performed by current employees and can give the owner more control over the process. As a way to improve performance and time management, owners of drug and alcohol detection and testing businesses enlist the assistance of external marketing professionals. In addition to delivering a better overall outcome, marketing firms bring an objective perspective to your strategy and key messaging.
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