We recognize that the best dry ice business entrepreneurs are skilled marketers. Yet in this industry, the characteristics of able marketers aren't always obvious.
Simplistic promotional techniques can't penetrate the clutter of the current marketplace. Effective marketing now means translating market learnings into techniques and tactics that are relevant to your business.
Why Branding Matters
Branding isn't just a marketing buzzword. It's a core concept for businesses trying to entrench themselves in consumer consciousness. It's a fact: A dry ice business has brand characteristics. Some brands struggle to achieve recognition with consumers while others seem to be quickly embraced by the marketplace. Companies that incorporate brand positioning into their normal marketing routines gradually accumulate higher brand values and are rewarded by consumers.
Interested in promoting your business in the public square? Then consider sponsorships, a time-tested tactic for marketing dry ice businesses. Successful sponsorships create connections with customers; ineffective ones alienate customers and drain your marketing budget. The key is to limit sponsorships to events that are attended by people who are regular dry ice business customers. Community-wide events have value, but to maximize marketing impact, you'll need to pick and choose the events your business supports.
Uncoordinated and disjointed marketing plans tend to backfire on dry ice businesses. A strategy chocked full of time-sensitive ad placements and other tactics can devolve into a tangled mess of overlapping deliverables unless it is coordinated in a promotional calendar. Good calendars include not only tactical deadlines, but also schedules for the inputs (e.g. staff assets, vendors, etc.) that are required to execute strategic objectives. Consumer mailing lists from a respected provider can add value to your calendar by incorporating geographic and demographic consumer data into your promotional schedule.
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