Wondering how to market your razors and razor blades business? It's hard to get your messages heard through the industry's noise.
What to know the characteristics that distinguish leading razors and razor blades businesses from other businesses in the industry? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.
Sloppy marketing programs have no place in growing razors and razor blades businesses. A strategy chocked full of time-sensitive ad placements and other tactics can devolve into a tangled mess of overlapping deliverables unless it is coordinated in a promotional calendar. Good calendars include not only tactical deadlines, but also schedules for the inputs (e.g. staff assets, vendors, etc.) that are required to execute strategic objectives. When used in tandem with a quality mailing list provider, promotional calendars can ensure the continuous execution of direct mail campaigns.
In a difficult economy, consumers expect businesses to engage in a certain amount of price matching. Without price matching, if they can locate lower pricing from a competing razors and razor blades business, potential clients will abandon your brand in droves. Survey the marketplace. If competitors have adopted price matching strategies, you have no choice but to adopt price matching as well, even if it means reshaping your business model to accommodate a new pricing structure.
Why Branding Matters
Branding isn't just a marketing buzzword. It's a core concept for businesses trying to entrench themselves in consumer consciousness. Any and every razors and razor blades business has brand characteristics. Smart marketing strategies differentiate and reinforce brand identity. Companies that incorporate brand positioning into their normal marketing routines gradually accumulate higher brand values and are rewarded by consumers.
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