How to Reach Your Target Market
Marketing an Easels Retailer
Small and medium size easels retailers can compete and even outperform larger competitors. All it takes is the right marketing plan.
Think tired marketing collateral is all you need to succeed in today's marketplace? Think again!
Great marketing translates into higher visibility and a larger customer base. With marketing pressure at an all-time high, your business needs to incorporate tactics designed to position a easels retailer at the top of the heap.
Broadcast advertising has clearly taken some hits over the past couple of decades. The number of consumers who tune-in to local TV and radio has plummeted, and the industry has struggled to regain its footing. Broadcast advertising is down - but it's not out. Today's leading easels retailers continue to find ways to attract audiences to their brand through broadcast media. Best practices for the use of broadcast advertising require businesses to evaluate their target audience's listening or viewing patterns and then tailor their media purchases to specific media outlets rather than blanketing the geography with brand messaging. For easels retailers, the target audience is almost always local or regional. For broader reach, you'll likely need to look beyond broadcast venues and explore other online and offline marketing vehicles.
Niche marketing is strategy that focuses on a subsection of the larger market. This can be especially useful for easels retailers trying to establish a larger footprint in a targeted market segment. Niche marketing isn't new. It's been around for years and has proven to be most effective for firms that understand their key strengths and core audience.
As a side note, it's important to customize your marketing tools to accommodate a niche strategy. Leading mailing list providers can filter contacts for more cost-efficient and effective direct mail campaigns.
Competitive awareness is the starting point for creativity in marketing. There's nothing wrong with creativity, but if it precludes your messaging from being represented alongside other easels retailers, you may not have all of the information you need to make an informed marketing decision. At a minimum, we recommend seeking a third-party perspective before you adopt any innovations that dramatically alter your marketing model.
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