How Can I Improve Our Marketing

Marketing a Porcelain Products Business

At Gaebler, we've seen what great marketing can do for a small business. But if you own a porcelain products business, exceptional marketing may well be the determining factor in your long-term survival and success.

We recognize that the best porcelain products business leaders are adept at promoting their brand and products. But what does it take to become a skilled marketer in this market sector?

Customer loyalty isn't what it used to be. These days, customers expect value and nothing communicates value more than a solid marketing plan.

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 key to effective PR is to use nuanced messaging to attract the attention of reporters and media representatives. If reporters smell promotional content, they will back off from the story or create their own narrative.

Leveraging Print Ads

You're probably familiar with many of the ways print advertising has been used to market porcelain products businesses. From glossy spreads to simple classified ads, business owners have traditionally used print advertising to reach a broad base of customers. Even though the Internet has challenged the position print ads once held in marketing circles, you can still realize substantial gains from marketing your porcelain products business in printed media. These days, the key to effective print advertising is to align the publication with your business goals and ROI requirements.

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. Entrepreneurs and leaders of porcelain products businesses are usually hesitant to engage in high-risk marketing. Since inexperience raises the risk level, the quality of the marketer is just as important as the quality of the message. When in doubt, tap into either an internal or external knowledge base to design your company's marketing strategy.

Share this article


Additional Resources for Entrepreneurs

Lists of Venture Capital and Private Equity Firms

Franchise Opportunities

Contributors

Business Glossary