There are no shortcuts to success in marketing a handles business. In this industry, the application of fundamental marketing tactics is more valuable than promotional fads and gimmicks.
Marketing increases the brand footprint of a handles business using a carefully crafted mix of techniques and tactics.
Ethically challenged marketers are a dime a dozen in today's economy. Industry-leading handles businesses avoid marketing tactics that exploit their customers. If direct mail is part of your marketing mix, you should also make sure your mailing list provider adheres to ethical standards in the collection of contact information. Premier vendors are safe bets since they have established themselves as reputable mailing list providers.
Directories are a common tool for finding a handles business. When all of your competitors are listed in a directory, you have no choice in the matter. To keep pace, competitive businesses must include the same directories in their plans for marketing handles businesses in a region or territory. Paid directory listings are gaining steam in some sectors. But paid listings don't necessarily translate into better results - many free directories have just as much firepower as premium ones. Regardless of whether it is a premium or free listing opportunity, every directory needs to be evaluated on its own merits. Some directories may also let you list more than your name and contact information, so be sure to ask whether your listing can include a logo and other information about your business.
Hiring A Marketing Firm
Think you can handle your own marketing? There is a reason why many handles business owners consider outsourcing their promotional and advertising functions to a professional marketing firm. Unless you have a marketing background, you won't be able to touch the ROI you'll receive from a professional firm. Does a marketing firm cost money? Sure, but not as much as you may think. When it's time to look for a marketing firm to represent your handles business, experience should trump other considerations. Marketing firms that lack industry experience are sometimes unfamiliar with competitive marketing channels and may not understand the value propositions that dominate industry messaging.
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