How to Market in Niche Markets
Marketing a Yacht Harbor
Trying to market a yacht harbor? It's a crowded marketplace, but with dedication and persistence, great marketing can help your business outperform larger competitors.
For every yacht harbor success story, there multiple yacht harbors struggling to survive.
Strategic marketing tactics can help small yacht harbors stand toe-to-toe with the rest of the market. What small companies lack in resources, they can make up for in marketing intelligence and expertise.
Smartphones have added a new wrinkle to small business marketing. Equipped with GPS components, today's smartphones give consumers the ability to perform navigation and other geolocational tasks. If you are a yacht harbor marketing professional, you can use that to your advantage. Geolocational marketing is an emerging trend. It's difficult (if not impossible) for small businesses to get in on the action without the assistance of a marketing firm that is experienced in creating mobile-based marketing strategies. At a minimum, your business should be including on online directories that alert consumers to a yacht harbor in their immediate area.
Assigning responsibility for the execution of a marketing strategy can be more difficult than creating it. In practice, a large number of business owners simply assume the role of marketer-in-chief, squeezing even more responsibilities into their already packed schedules. As a way to improve performance and time management, owners of yacht harbors enlist the assistance of external marketing professionals. In addition to delivering a better overall outcome, marketing firms bring an objective perspective to your strategy and key messaging.
Measurement & Evaluation
Performance is the ultimate measure of quality. You can improve the quality of your B2B and B2C efforts by considering professional mailing lists provided by established vendors. That's just one of the ways yacht harbors may be able to increase the impact of their marketing tactics. However, there are no substitutes for measurement and evaluation mechanisms. A robust measurement and evaluation process should include metrics that can be monitored on a monthly, weekly or even daily basis. Designed to monitor marketing efforts on a campaign-by-campaign basis, these metrics can be used as a baseline for strategic planning. Simple quantitative tools are a good start. However, yacht harbors typically expand their knowledge base by hiring professional marketing firms.
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