September 28, 2020  
 
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Marketing an Antiques Appraisal Business

Small and medium size antiques appraisal businesses can compete and even outperform larger competitors. All it takes is the right marketing plan.

If you are a business leader who sees marketing as a path to give your antiques appraisal business a larger market presence you're not alone.

Simplistic promotional techniques can't penetrate the clutter of the current marketplace. Effective marketing now means translating market learnings into techniques and tactics that are relevant to your business.

Bundling

Messaging matters - but only to the degree that it communicates value to cost-conscious consumers. Bundling is a tried and true method for marketing value concepts. Instead of presenting buyers with a single product offering, you can combine multiple product offerings into a package deal. Nearly any type of business can tap into the benefits of bundling products or services, so it's easy to see how antiques appraisal businesses have the ability to bundle multiple products and services into a single offering that customers find appealing. Since the bundling concept is based on discounts, consumers expect to pay less for the bundle than they would if they were to buy the products separately, so you'll need to make sure your bundle offers real value to buyers.

Managing Negative Publicity

Not sure how to handle negative PR? You're not alone. It's a probably faced by many antiques appraisal businesses. The worst way to handle negative buzz is to put off developing a response until reporters are pounding on your door, demanding a comment from a company spokesperson. The creation of a quality, crisis PR plan and the adequate preparation of key stakeholders is a requirement for any antiques appraisal business interested in controlling negative messages. 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.

Technological Expertise

The PR and marketing community has embraced technology with open arms, transforming basic marketing concepts into sophisticated, tech-driven systems and solutions. One of the things that needs to be considered by antiques appraisal businesses tends to be a search for news to leverage technology to scale up the organization's promotional firepower. If possible, business owners should gravitate toward technologies that deliver greater ROI than traditional marketing channels.

Additional Marketing Advice and Related Articles

We would like to share these additional resources with you.

Magazine Advertising

Selling an Antiques Appraisal Business

Yellow Pages Advertising

Getting a Toll Free Number


Conversation Board

For antiques appraisal businesses, good advice can be hard to find. If you have firsthand marketing experience to share, we invite you to submit your comments below. Questions are also welcome and we will try to reply ASAP.


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