Think tired marketing collateral is all you need to succeed in today's marketplace? Think again!
What to know the characteristics that distinguish leading shiatsu businesses from average companies? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.
Managing Negative Publicity
Not sure how to handle negative PR? You're not alone. It's a probably faced by many shiatsu businesses. The worst way to handle negative buzz is to put off developing a response until reporters are pounding on your door, demanding a comment from a company spokesperson. The creation of a quality, crisis PR plan and the adequate preparation of key stakeholders is a requirement for any shiatsu business interested in controlling negative messages. Since part of your crisis response may involve direct mail, we also recommend working with quality mailing list providers to obtain accurate contact lists.
A good newsletter can set your company apart from your competitors and scale up your industry presence. Blatant marketing messages aren't appropriate in newsletters because they don't communicate informational value to your customers. Instead, your newsletter should contain industry news, product use tips, and other content that captures your customers' attention. These days, shiatsu businesses to distribute newsletters through online channels (e.g. in email campaigns and as PDFs on the company website).
Competitive awareness is the starting point for creativity in marketing. Innovation is desirable in marketing, but if your company doesn't maintain a presence in the channels that are being used by other shiatsu businesses, it could be a sign that you're out of touch with the marketplace. At a minimum, we recommend seeking a third-party perspective before you adopt any innovations that dramatically alter your marketing model.
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