Marketing Plans for Niche Markets
Marketing a Waste Paper Business
It's becoming more and more difficult for waste paper businesses to rise above the clamor of the marketplace. Innovative marketing strategies may be your best bet for out-promoting -- and outperforming -- the competition.
The task of promoting a waste paper business can be challenging, especially for business owners who lack a marketing background.
But by creating a strong marketing strategy, you undergird your connection to your base. With that in mind, it's important to leverage marketing as a path toward better customer engagement in your waste paper business's planning process.
Hiring A Marketing Firm
Sooner or later, most waste paper business leaders recognize their limitations and hire a marketing firm. Unless you have a marketing background, you won't be able to touch the ROI you'll receive from a professional firm. Does a marketing firm cost money? Sure, but not as much as you may think. When it's time to look for a marketing firm to represent your waste paper 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.
Building A Community Around Your Brand
Social media is an up and coming marketing channel, primarily because it coalesces a community around brands. Many waste paper businesses need to do a better job connecting with their customers. There are many ways to launch a social media strategy. In our experience, it's helpful to begin with a direct mail campaign. Using vendor-provided mailing lists, you can broaden your reach by informing new contacts as well as established customers about your presence on popular sites like Facebook, Twitter and LinkedIn.
Broadcast Advertising
In an entertainment on-demand universe, broadcast TV and radio have been the big losers. However, it would be a mistake to discount broadcast advertising entirely. Many waste paper businesses are leveraging broadcast media to perform specific aspects of their marketing strategies. Best practices for the use of broadcast advertising require businesses to evaluate their target audience's listening or viewing patterns and then tailor their media purchases to specific media outlets rather than blanketing the geography with brand messaging. When marketing waste paper businesses, local consumers may represent a sizeable portion of total revenues, making local radio and other broadcast media viable marketing channels -- but only to the extent that you match the station's audience to your customer base.
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