We see marketing as the great equalizer, a business discipline capable of dramatically increasing a small company's footprint in the marketplace.
Business savvy entrepreneurs usually have a solid foundation in marketing. Unfortunately, it's takes more than a basic business mindset to achieve total market visibility. You will also have to become a student of specific marketing strategies for a floral consultants business.
Messaging matters - but only to the degree that it communicates value to cost-conscious consumers. Businesses that bundle products tap into the market's psyche by creating the perception (real or imagined) of cost-savings. If you have never bundled before, take out word for it - most floral consultants businesses have the ability to bundle multiple products and services into a single offering that customers find appealing. Will the profit margins be the same as they would be if you sold the bundled products separately? Probably not. But you'll make up for it by achieving higher sales volumes and net profits.
Assigning responsibility for the execution of a marketing strategy can be more difficult than creating it. 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. To maintain marketing momentum, many floral consultants businesses outsource marketing to a professional firm. A high quality marketing firm can deliver a much better ROI than internal stakeholders who aren't primarily focused on marketing functions.
Some marketing initiatives lend themselves to simple measurement while others are more challenging. For example, if you buy a mailing list and conduct a direct mail campaign, you should have little difficulty measuring the campaign's effectiveness and ROI. The difficulty comes when you are tasked with quantifying market presence and brand influence. Fortunately, media monitoring has the ability to give your floral consultants 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.
Ready to learn more? You may find these additional resources to be of interest.
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