There are no shortcuts to success in marketing an artificial stone and brick business. In this industry, the application of fundamental marketing tactics is more valuable than promotional fads and gimmicks.
In general, good business owners make good marketers. However, the most visible brands are always on the lookout for the marketing tactics competitive artificial stone and brick businesses utilize in the marketplace.
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. Since you're an artificial stone and brick business marketer, smartphone geolocation opens the door to new opportunities in brand and product promotion. Exploiting geolocational capabilities requires sophisticated tools and marketing strategies. At a minimum, your business should be including on online directories that alert consumers to an artificial stone and brick business in their immediate area.
Measurement and evaluation are critical considerations for effective PR and marketing plans. Direct mail can be evaluated by tallying the cost of inputs (e.g. a premium mailing list, printing, postage, etc.) and measuring the number of customer responses you receive from the campaign. The difficulty comes when you are tasked with quantifying market presence and brand influence. Fortunately, media monitoring has the ability to give your artificial stone and brick business a sense of market presence and other variables that are difficult to quantify. Although media monitoring is not the only tool for measuring intangible brand qualities, it has the benefit of highlighting negative PR, giving your artificial stone and brick business the ability to control bad buzz when it appears in the marketplace.
There is no substitute for being able to speak convincingly about your products in an artificial stone and brick business. Small product details translate into key value propositions which are critical for distinguishing a artificial stone and brick business from the rest of the field. If you can't articulate your products' unique characteristics, your messaging - and revenue stream - will suffer.
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