Small-mindedness has no place in great marketing. In fact, a strong marketing strategy can give a small business high visibility in the marketplace.
Top performers habitually integrate sound marketing concepts with market demands.
The overall effectiveness of marketing and promotions boils down to the return you receive for your investment. ROI concerns should be at the forefront of your mind when you think about the many ways you can promote your pottery retailer.
Professional mailing lists improve ROI even further. Vendors can filter your lists to likely buyers, reducing mailing costs and increasing the impact of your direct mail campaigns.
Right out of the gate, you are going to have to make an informed decision about who will be responsible for marketing your product offerings and your brand. For many business owners, in-house staffing is attractive because it can (theoretically) be performed by current employees and can give the owner more control over the process. As a way to improve performance and time management, owners of pottery retailers enlist the assistance of external marketing professionals. Outsourcing is less expensive than maintaining an internal marketing unit and it ensures that your company's marketing plan receives the attention it deserves.
Don't underestimate the importance of competitive pricing in this industry. Even though you've worked hard to create a unique value proposition, cost concerns are serious issues for buyers. Without price matching, if they can locate lower pricing from a competing pottery retailer, buyers will jump on it. Today's consumers are educated and informed. They use social media and other tools to identify the best pricing, making it imperative for small business to consider the value of a well-publicized price matching strategy.
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