Struggling to find the right combination of marketing strategies and tactics for your unfinished furniture business? We're not surprised. Many small business owners in this industry aren't happy with their current marketing scheme and are desperate to identify a path for improvement.
Simplistic promotional techniques can't penetrate the clutter of the current marketplace. Effective marketing now means translating market learnings into techniques and tactics that are relevant to your business.
When It's Time to Rebrand
There are many reasons why it might be time to begin a rebranding initiative - but a lack of alternative tactics is not one of them. Rebranding is an intentional marketing technique designed to deliver long term results. For an unfinished furniture business, brands are tied to specific stages in the life of a business. If your company is expanding, you will inevitably outgrow your brand and it will be time to prepare for a comprehensive rebranding effort. If rebranding is unavoidable, it's important to update the brand while maintaining the elements that make it recognizable to consumers.
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. But broadcast advertising hasn't disappeared entirely and unfinished furniture businesses 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. When marketing unfinished furniture businesses, a combination of marketing venues is preferable to relying exclusively on local broadcast opportunities.
Improving Customer Loyalty
Customer loyalty provides the backbone for business growth. In growth-minded unfinished furniture businesses, sorted and updated mailing lists obtained from top-tier providers are effective tools for customer acquisition. To encourage customer loyalty, you'll need to tap into deliberate mechanisms that incentivize customers to reward your brand with repeat business. In many cases, online channels can be leveraged to create innovative customer loyalty programs.
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