In the current economic climate, one thing separates thriving worm businesses from companies at the bottom of the food chain.
It's not hard to convince most business owners that marketing plays a vital role in strategic planning. But in a zero-sum economy, there are winners and losers -- and here are some of the things that will help keep your worm business ahead of the competition.
There is nothing insignificant about marketing collateral. Even small pieces of marketing content, from business cards to product sheets, say something about your worm business. To squeeze the most impact from your collateral, it needs to be targeted toward its recipients. Delivered to the wrong person, a valuable piece of collateral will collect dust. For direct mail campaigns, premium mailing lists from established vendors can protect the value of your investment. It doesn't make sense to invest time and creativity in marketing collateral only to drop the ball on distribution. Without proper attention to distribution details, your worm business's investment in collateral will be pointless.
Viral marketing is one of the most elusive marketing techniques in a small business owner's arsenal. Viral marketing takes guts and if it is incorporated in the marketing strategy of a worm business, the hope is that your brand and product line will take on viral qualities. Even though total control is impossible, the right actions at the right times can encourage the viral distribution of brand messages. One strategy is to launch a viral marketing initiative by inviting a select group of customers to test your products and post their experiences on their social networking pages.
Don't have a background in marketing? That shouldn't stop you from taking a larger promotional role in your company by educating yourself about today's most effective marketing concepts. Entrepreneurs and leaders of worm businesses are usually hesitant to engage in high-risk marketing. Since inexperience raises the risk level, the quality of the marketer is just as important as the quality of the message. When in doubt, tap into either an internal or external knowledge base to design your company's marketing strategy.
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