We see marketing as the great equalizer, a business discipline capable of dramatically increasing a small company's footprint in the marketplace.
A lack of marketing experience can sometimes be overcome through persistence and innovation, two key features of optical disk and imaging equipment business market leadership.
Leveraging Print Ads
Print advertising has been a marketing staple for optical disk and imaging equipment businesses. In the digital age, print advertising's influence has been under attack from new media technologies and an expanded range of marketing channels. But although businesses have more promotional options than ever before, there are many attractive venues for featuring your optical disk and imaging equipment business in printed media. The difference is that it's more important than ever to make sure the publications you target reach the right people. Publications geared toward large, general readerships tend to be less productive than publications that are read by likely buyers of your products and services.
There is no substitute for being able to speak convincingly about your products in an optical disk and imaging equipment business. Small product details translate into key value propositions which are critical for distinguishing a optical disk and imaging equipment business from the rest of the field. If you can't articulate your products' unique characteristics, your messaging - and revenue stream - will suffer.
Public Relations Strategies
Public relations is more subtle, but no less powerful than a full-blown marketing push. If you want to send unrestricted marketing messages to your audience, buy a mailing list and perform a direct mail campaign. But if your strategy calls for sophistication, media buy-in and thought leadership, hire a PR consultant. The art of storytelling is a core PR competency. Storylines need to be believable and objective while communicating your brand's strengths and value proposition.
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