Marketing Advice By Market

Marketing a Newsletter and Small Publication Production Services Business

Small and medium size newsletter and small publication production services businesses can compete and even outperform larger competitors. All it takes is the right marketing plan.

Marketing is the bridge between an organization and its customer base. Build your bridge poorly and you'll quickly find your newsletter and small publication production services business cut off from the marketplace.

So what separates the best newsletter and small publication production services businesses from other businesses in the industry? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.

Marketing Consultants

In a tight economy, there are many places to cut corners in your business - but marketing shouldn't be one of them. The amount you pay a marketing consultant is an investment in your company's revenue stream. The best consultants possess a range of skills, including the ability to accurately communicate your newsletter and small publication production services business' most important brand characteristics. Your passion for your brand is admirable, but it can't compensate for the experience and expertise of someone who specializes in creating meaningful customer connections. With technology playing a greater role in the newsletter and small publication production services business arena, exposing your strategy to the influence of capable marketing professional should be a top priority.

Email Campaigns

Today's consumers are extremely tech-savvy. They rely on social media and email to both receive and transmit brand messages. What does that mean for your company? It means the odds are in favor of email campaigns actually connecting with customers. For newsletter and small publication production services businesses, the real challenge is compiling a substantive quantity of qualified email addresses. At Gaebler, we recommend buying mailing lists from professional, third-party providers. Purchased lists aren't the only source for customer contacts, but they can be used to create fast momentum for email campaigns and other initiatives.

Broadcast Advertising

Broadcast advertising has clearly taken some hits over the past couple of decades. The number of consumers who tune-in to local TV and radio has plummeted, and the industry has struggled to regain its footing. However, it would be a mistake to discount broadcast advertising entirely. Many newsletter and small publication production services businesses can still use it to their advantage. Best practices for the use of broadcast advertising require businesses to evaluate their target audience's listening or viewing patterns and then tailor their media purchases to specific media outlets rather than blanketing the geography with brand messaging. When marketing newsletter and small publication production services businesses, 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.

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