Marketing Advice By Business Type
Marketing a Stationery Engraving and Imprinting Business
You're heavily invested in the success of your stationery engraving and imprinting business and failure isn't an option. That means you'll also need to invest yourself in the strategies and techniques it takes to effectively market your brand in the marketplace.
We see marketing as the great equalizer, a business discipline capable of dramatically increasing a small company's footprint in the marketplace.
In some businesses, marketing takes a back seat to sales and operations. That's a mistake because without marketing, your brand messages aren't being heard. On the upside, great marketing is a real possibility for a stationery engraving and imprinting business willing to adapt its strategy to the demands of the marketplace.
Sponsorships
Event and team sponsorships are a proven method for raising the public profile of stationery engraving and imprinting businesses. Successful sponsorships create connections with customers; ineffective ones alienate customers and drain your marketing budget. The key is to limit sponsorships to events that are attended by people who are regular stationery engraving and imprinting business patrons. To minimize costs and multiply outcomes, consider teaming up with a complementary business to co-sponsor targeted events.
Staffing Expertise
Assigning responsibility for the execution of a marketing strategy can be more difficult than creating it. 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 stationery engraving and imprinting businesses 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.
Mailings
At some point, your stationery engraving and imprinting business will engage in direct mail marketing tactics. Direct mail has the advantage of delivering targeted messaging to qualified contacts within your company's market segment. Third-party providers have a reputation for generating accurate mailing lists that can be sorted to accommodate niches and subsections of the market. Despite the added upfront expense, premium mailing lists are a smart investment if for no other reason than their ability to generate higher conversion rates.
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