Young business owners are often surprised to learn that marketing isn't as intuitive as they thought it would be.
Top performers habitually integrate sound marketing concepts with market demands.
Why Branding Matters
Think of branding as a consumer shortcut. Since the average consumer doesn't have time to thoroughly evaluate every product that crosses their path, they make buying decisions based on the brands they trust. Any and every funeral cars 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.
Public Relations Strategies
The beauty of PR is that it can raise awareness of your offerings in a very credible and cost-effective fashion. For example, if you buy a premium mailing list and use it to conduct a direct mail campaign, that's marketing. On the other hand, if the Sunday paper runs a story about your funeral cars business, that's PR. 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.
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. Most funeral cars 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.
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