June 4, 2020  
 
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Marketing an Antiques Business

Marketing plays a central role in any company. But when it comes to an antiques business, your ability to market your brand can be the deciding factor between barely making it and achieving stellar industry success.

Think tired marketing collateral is all you need to succeed in today's marketplace? Think again!

Want to improve your marketing? From our vantage point, it's clear that profitable antiques businesses achieve market dominance through the careful execution of deliberate strategies. Your company is one-of-a-kind. But your marketing strategy will need to include a handful of features that are common to the industry's top performers.

Do We Really Need A Logo?

Having a strong logo for an antiques business is a big deal. We live in a visual world and logos are tangible expressions of your organization's key messages. Logos aren't something that can be changed overnight so it's important to put some thought into logo design. With a lot riding on a logo, it's worth the investment to hire a professional marketing and design firm for your logo needs.

Mailings

It makes sense for antiques businesses to participate in direct marketing. Direct mail has the advantage of delivering targeted messaging to qualified contacts within your company's market segment. Third-party providers have a reputation for generating accurate mailing lists that can be sorted to accommodate niches and subsections of the market. Despite the added upfront expense, premium mailing lists are a smart investment if for no other reason than their ability to generate higher conversion rates.

Loss Leaders

The majority of antiques businesses frequently sell specific products at ridiculously low margins to boost traffic and new customer acquisition. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. A classic mistake of loss leader marketing is to create pricing without researching the competition. In a worse case scenario, you could be counting on pricing that is higher than your competitors. For antiques businesses, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.

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Given your interest in marketing and in antiques businesses, you might find these additional resources to be of interest.

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