Marketing Plans for Niche Markets
Marketing a Wall Units Business
The value and earning capacity of a wall units 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.
Marketing is not a siloed business function. It's a cross-organizational discipline with ramifications for your balance sheet and earnings statement.
In a growth-oriented business, marketing has to be seen as a core business activity. On the upside, great marketing is a real possibility for a wall units business willing to adapt its strategy to the demands of the marketplace.
Make Sure You Have a Good Business Sign
Effective signage gives your brand constant exposure in its geographic market. Despite the fact that wall units businesses come in all shapes and sizes, signage can be used by any wall units business to communicate the company's value to their customers. Is your sign visible and attractive? Does it reinforce your brand and value proposition? Does your signage invite customers to take the next step or does it simply annoy them? These are the kinds of questions you'll need to ask about both exterior and interior sign elements.
Given the fact that signage in wall units businesses has unique characteristics, you'll want to make sure to adhere to industry norms as well as local zoning requirements. Talk to a nearby business sign franchise company or an independent business sign company and see what they recommend.
Sloppy marketing programs have no place in growing wall units businesses. A strategy chocked full of time-sensitive ad placements and other tactics can devolve into a tangled mess of overlapping deliverables unless it is coordinated in a promotional calendar. Good calendars include not only tactical deadlines, but also schedules for the inputs (e.g. staff assets, vendors, etc.) that are required to execute strategic objectives. When used in tandem with a quality mailing list provider, promotional calendars can ensure the continuous execution of direct mail campaigns.
Most consumers respond positively to discounts whether they are perceived or real; wall units business customers are no exception. The power of a great discount is its ability to convince buyers that are receiving special treatment, a deal that isn't ordinarily available. However, for consumers located in the wall units business world, value discounts need to be attractive when stacked against the competition. Strategic leaders often incorporate discount campaigns into their annual marketing calendars, scheduling the most appealing discounts for non-peak business seasons.
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