Struggling to find the right combination of marketing strategies and tactics for your eyewear business? That's becoming a common theme these days, especially in this market sector.
Today's small businesses operate in a dynamic sales and marketing environment. The consistent application of solid marketing principles is one of the few business requirements that has stayed the same.
Lone rangers don't survive long in an eyewear business. Most leaders are oblivious to the fact that the marketplace shows no favoritism - for every marketing challenge your business faces, there are hundreds of other businesses and leaders struggling to solve the same problem. The best resources are usually the ones that leverage industry-specific experience and the input of proven veterans.
Like many businesses, eyewear businesses understand that more customers will walk through the door if a few products are priced at less than full retail value. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. But to be effective, loss leader marketing requires planning, especially in product selection and price points. For the majority of eyewear businesses, loss leaders substantially increase customer traffic and create opportunities to expose new consumers to the brand. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.
The economy is a constant concern for people who own an eyewear business. You can't afford to waste money on inferior marketing resources. Since every dollar counts, it pays to buy mailing lists from trusted vendors. Companies that rely on accurate mailing lists reduce time spent chasing down stale leads.
In addition to purchasing first-rate mailing lists, we advise our business partners to carefully track the costs and returns for each of their marketing channels. If a specific marketing channel fails to meet your expectations, consult with a professional marketing firm about how to make the channel more productive or eliminate it from your marketing mix.
Given your interest in marketing and in eyewear businesses, you might find these additional resources to be of interest.
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