Multiple marketing factors affect bottom line profitability. However, great marketing strategies share a common characteristic.
Staying on track requires attention to detail and a commitment to foundational marketing principles.
The PR and marketing community has embraced technology with open arms, transforming basic marketing concepts into sophisticated, tech-driven systems and solutions. The consequence for furniture stores tends to be a search for news to leverage technology to scale up the organization's promotional firepower. If possible, business owners should gravitate toward technologies that deliver greater ROI than traditional marketing channels.
In an entertainment on-demand universe, broadcast TV and radio have been the big losers. However, it would be a mistake to discount broadcast advertising entirely. Many furniture stores continue to find ways to attract audiences to their brand through broadcast media. Today's broadcast marketing solutions have the ability to target a geographically concentrated sector of the marketplace. For example, many people limit their radio listening to their daily commute. For furniture stores, 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.
Public Relations Strategies
Public relations is more subtle, but no less powerful than a full-blown marketing push. If you want to send unrestricted marketing messages to your audience, buy a mailing list and perform a direct mail campaign. But if your strategy calls for sophistication, media buy-in and thought leadership, hire a PR consultant. 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.
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