Niche Marketing Plans
Marketing a Community Services Information and Referral Business
It's becoming more and more difficult for community services information and referral businesses to rise above the clamor of the marketplace. Innovative marketing strategies may be your best bet for out-promoting -- and outperforming -- the competition.
If you are a business leader who sees marketing as a path to give your community services information and referral business a competitive advantage you're not alone.
In general, good business owners make good marketers. But to rise to the top of the industry, you'll need to gain a deeper understanding of the marketing tactics competitive community services information and referral businesses have used to achieve success.
Competitive Awareness
Competitive awareness is the starting point for creativity in marketing. We appreciate innovative tactics. But when innovation causes you to abandon message streams that are trafficked by similar community services information and referral businesses, it could be a sign that you're out of touch with the marketplace. At a minimum, we recommend seeking a third-party perspective before you adopt any innovations that dramatically alter your marketing model.
Discounts
Discounts drive purchasing decisions, and community services information and referral business consumers fit the pattern and factor discounts into their spending decisions. Some entrepreneurs have used the discount concept to lure in unsuspecting customers without actually reducing the price of the product. However, for consumers located in the community services information and referral business industry, you won't get far with discounts unless you communicate clear value. For better results, consider rotating the products you discount to incentivize customers to monitor your marketing channels.
Marketing Collateral
Every piece of collateral your community services information and referral business creates is a tangible reflection of your brand distinctive and core values. Some pieces of collateral can be customized for recipients, while others serve a more generic purpose. Either way, you have a stake in making sure it gets into the right hands. For direct mail campaigns, premium mailing lists from established vendors can protect the value of your investment. If you're like most business owners, you invest substantial resources in the creation of quality collateral. If you don't invest similar resources in mailing lists and other distribution channels, your community services information and referral business's investment in collateral will be pointless.
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