May 27, 2020  
 
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Marketing a Glass Engraving and Etching Business

Trying to market a glass engraving and etching business? It's a crowded marketplace, but with dedication and persistence, great marketing can help your business outperform larger competitors.

For a glass engraving and etching business, exceptional product quality is only part of the struggle to meet revenue goals.

By leveraging today's best marketing techniques, any glass engraving and etching business .[%

Measurement & Evaluation

Performance is the ultimate measure of quality. You can improve the quality of your B2B and B2C efforts by considering professional mailing lists provided by established vendors. That's just one of the ways glass engraving and etching businesses can automatically improve marketing ROI. For even greater returns, you'll need to explore ways to improve measurement and evaluation. A robust measurement and evaluation process should include metrics that can be monitored on a monthly, weekly or even daily basis. Designed to monitor marketing efforts on a campaign-by-campaign basis, these metrics can be used as a baseline for strategic planning. Simple quantitative tools are a good start. However, glass engraving and etching businesses typically expand their knowledge base by hiring professional marketing firms.

Bundling

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 glass engraving and etching businesses can leverage bundling to improve sales and attract new customers to the brand. Since the bundling concept is based on discounts, consumers expect to pay less for the bundle than they would if they were to buy the products separately, so you'll need to make sure your bundle offers real value to buyers.

Marketing Expertise

Don't have a background in marketing? That shouldn't stop you from taking a larger promotional role in your company by educating yourself about today's most effective marketing concepts. Resources are limited and most glass engraving and etching businesses need to make every dollar count, especially when it comes to their marketing budgets. If you don't have a marketing background, it's critical to either educate yourself about basic marketing principles or consult with a professional marketing firm. We advise our business partners to seriously consider outsourcing their promotional requirements because professional marketers tend to have their fingers on the pulse of the marketplace.

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Conversation Board

What challenges have you experienced in marketing your glass engraving and etching business? How did you overcome those challenges? If you have practical insights about marketing, we'd like to hear from you.


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