It's clear that exceptional traffic school entrepreneurs tend to possess solid marketing skills. Yet in this industry, the characteristics of able marketers aren't always obvious.
In this industry, long-term survivors build their strategies around a core of marketing essentials.
Messaging matters - but only to the degree that it communicates value to cost-conscious consumers. Businesses that bundle products tap into the market's psyche by creating the perception (real or imagined) of cost-savings. Most traffic schools have the ability to bundle multiple products and services into a single offering that customers find appealing. Often, bundling is used to offload excess inventory or to pair a low profit product with one that has a higher markup.
Every piece of collateral your traffic school creates is a tangible reflection of your brand distinctive and core values. You'll also want to make sure you're making the most effective use of your marketing collateral by getting it into the hands of the right people. 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 traffic school's investment in collateral will be pointless.
Many of the highest performing traffic schools identify customer awareness as one of the hallmarks of their success. In this market sector, managers and promoters need to be extremely familiar with their customers' needs and purchasing preferences. More often than not, failure to maintain a robust connection with the marketplace translates into poor brand recognition and lackluster sales. By improving market awareness, small companies can often establish more meaningful customer connections than their competitors.
Given your interest in marketing and in traffic schools, you might find these additional resources to be of interest.
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