If you're hoping to leverage marketing to give your viatical and senior settlements business a larger market presence you're not alone.
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 viatical and senior settlements business willing to adapt its strategy to the demands of the marketplace.
Managing Negative Publicity
Not sure how to handle negative PR? You're not alone. It's a probably faced by many viatical and senior settlements businesses. But the time to address your response to negative publicity is before it happens. If you wait until a crisis hits, it's already too late to control the message. PR savvy viatical and senior settlements businesses work with consultants to develop a crisis response plan that can be executed on a moment's notice. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.
Price matching is a protection for buyers who are concerned that they could find a better deal elsewhere. For businesses, price matching eliminates buying risk, convincing cautious consumers to buy now. The principle is simple: Since pricing is a primary factor in product selection, your business agrees to match advertised competitor pricing. If they can find a similar value proposition from another viatical and senior settlements business, buyers will jump on it. Today's consumers are educated and informed. They use social media and other tools to identify the best pricing, making it imperative for small business to consider the value of a well-publicized price matching strategy.
Hiring A Marketing Firm
Many viatical and senior settlements business operations turn to marketing firms for guidance. Unless you have a marketing background, you won't be able to touch the ROI you'll receive from a professional firm. Cost is a consideration, but if you're thinking about hiring a marketing firm for your viatical and senior settlements business, experience should trump other considerations. Marketing firms that lack industry experience are sometimes unfamiliar with competitive marketing channels and may not understand the value propositions that dominate industry messaging.
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