Marketing Tactics for Niche Markets
Marketing a Lamp Shop
A profitable lamp shop is about more than supply and demand. It's about designing ways to entice new customers to engage with your products and to encourage existing customers to increase the frequency of their purchases.
Although innovation is important, consistency is critical when you market a lamp shop. In this industry, the application of fundamental marketing tactics is more valuable than promotional fads and gimmicks.
With a little luck and lot of hard work, any lamp shop can achieve greater marketing dominance through strategic marketing and robust value messaging
ROI
The overall effectiveness of marketing and promotions boils down to the return you receive for your investment. Like any other business, ROI is a primary marketing concern in your lamp shop.
Mailings and other direct B2C/B2B channels can deliver decent ROI, but only if the lists are accurate, up-to-date and targeted to your market segment. For filtered and sorted mailing lists, you'll want to work with one of the direct mail industry's leading list providers.
Discounts
Most consumers respond positively to discounts whether they are perceived or real; lamp shop consumers fit the pattern and factor discounts into their spending decisions. The power of a great discount is its ability to convince buyers that are receiving special treatment, a deal that isn't ordinarily available. But in the lamp shop world, you won't get far with discounts unless you communicate clear value. Offsetting discounts with inflated pricing is a tired ploy that often does more harm than good. Instead, think about how you can use discounts to lure customers in during a slow period, to generate traction for new product offerings, and to break into new markets.
Industry Resources
Lone rangers don't survive long in a lamp shop. Most leaders are oblivious to the fact that the marketplace shows no favoritism - for every marketing challenge your business faces, there are hundreds of other businesses and leaders struggling to solve the same problem. Trade associations, business networks, and other venues usually offer resources to help you improve your marketing skills. If possible, establish a mentoring relationship with an experienced industry veteran.
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