Marketing Advice By Business Type
Marketing a Shoelaces Retail Business
The value and earning capacity of a shoelaces retail business largely depends on the quality of its marketing efforts. But great marketing takes a lot more than hanging a shingle and hoping for the best.
As a business owner, it's imperative to understand that your financial metrics are inextricably linked to your marketing capacity.
Concerned about customer loyalty? Producing high quality products isn't enough to lure customers back to your business. Cash is king in today's marketplace, so your marketing plan needs to focus on value messages.
Viral Marketing
There isn't a simple formula for launching a viral marketing campaign. By including viral elements in a campaign for a shoelaces retail business, there are no guarantees your efforts will be rewarded. Even though total control is impossible, the right actions at the right times can encourage the viral distribution of brand messages. Social media and other online vehicles can seed a viral marketing campaign, but you'll need to nurture their development through direct customer interaction as well as other techniques.
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. Owners of shoelaces retail businesses need to make every dollar count, especially when it comes to their marketing budgets. If you don't have a marketing background, it's critical to either educate yourself about basic marketing principles or consult with a professional marketing firm. We advise our business partners to seriously consider outsourcing their promotional requirements because professional marketers tend to have their fingers on the pulse of the marketplace.
Marketing Collateral
Brochures, business cards, folders, direct mail pieces, and other types of promotional materials are called marketing collateral. For shoelaces retail businesses, it's important to make sure every piece of marketing collateral generate reinforces your brand and value proposition. Some pieces of collateral can be customized for recipients, while others serve a more generic purpose. Either way, you have a stake in making sure it gets into the right hands. For direct mail campaigns, premium mailing lists from established vendors can protect the value of your investment. If you're like most business owners, you invest substantial resources in the creation of quality collateral. If you don't invest similar resources in mailing lists and other distribution channels, your shoelaces retail business's brochures, direct mail letters and other content has no value.
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