July 11, 2020  
 
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Marketing an Enameling, Japanning, and Lacquering Business

Promotional tactics for enameling, japanning, and lacquering businesses are exceptionally diverse. But in our experience, there are a handful of tips and strategies that will deliver the best return for your marketing efforts.

We recognize that the best enameling, japanning, and lacquering business entrepreneurs tend to possess solid marketing skills. Yet in this industry, the characteristics of able marketers aren't always obvious.

For industry insiders, it's becoming apparent that marketing ability is just as important as the quality of the deliverables you produce. The good news is that good marketing is achievable by any enameling, japanning, and lacquering business with a strong value proposition and a desire to achieve a visible market presence.

Product Knowledge

Are you intimately familiar with your brands' product line? You better be if you're marketing an enameling, japanning, and lacquering business. Small product details translate into key value propositions which are critical for distinguishing a enameling, japanning, and lacquering business in the competitive arena. If you can't articulate your products' unique characteristics, your messaging - and revenue stream - will suffer.

Market Segmentation

In today's environment, it's impossible to market an enameling, japanning, and lacquering business to the entire marketplace. Market segmentation has been around for decades and it has enabled many smaller companies to dominate parts of the market, even when they face competition from larger firms.

Filtered mailing lists facilitate market segmentation by focusing your resources on customers within your segment. The best list providers are equipped to accommodate various segments for contained within your enameling, japanning, and lacquering business marketing strategy.

Social Media Monitoring

Social media has become a prominent fixture in marketing. For small businesses, an aggressive social media campaign can level the playing field by generating online buzz that competes with corporate marketing initiatives. Social media can quickly go negative, turning brand advocacy into "badvocacy", a scenario in which consumers and users create content deriding your company and your products. These days, enameling, japanning, and lacquering businesses need to be particularly sensitive about the potential for negative brand commentary on social media sites. Social media monitoring can be as simple as periodical Google searches or as complex as the application of sophisticated monitoring software. Either way, it's essential to develop a system for regularly monitoring your company's presence in social media, followed by positive customer engagements.

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Is there something we didn't cover? We're always interested in hearing about new strategies for marketing to enameling, japanning, and lacquering businesses, and we welcome your feedback, tips, and questions!


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