Industry Specific Marketing Advice
Marketing a Gypsum and Gypsum Products Business
The value and earning capacity of a gypsum and gypsum products business largely depends on the quality of its marketing efforts. But great marketing takes a lot more than hanging a shingle and hoping for the best.
We recognize that the best gypsum and gypsum products business entrepreneurs are skilled marketers. However, capable marketing is elusive for many leaders in this industry.
The marketplace is constantly shifting to accommodate consumer demand and that means businesses need to adapt their marketing requirements accordingly. More than ever before, foundational marketing concepts have become the bedrock upon which successful marketing strategies are constructed.
Staffing Expertise
Assigning responsibility for the execution of a marketing strategy can be more difficult than creating it. In practice, a large number of business owners simply assume the role of marketer-in-chief, squeezing even more responsibilities into their already packed schedules. There are numerous reasons why gypsum and gypsum products businesses it makes sense to hire a firm to handle the creation and execution of your marketing strategy. A high quality marketing firm can deliver a much better ROI than internal stakeholders who aren't primarily focused on marketing functions.
Broadcast Advertising
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 gypsum and gypsum products 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 broadcast strategies are applied to gypsum and gypsum products businesses, local consumers may represent a sizeable portion of total revenues, making local radio and other broadcast media viable marketing channels -- but only to the extent that you match the station's audience to your customer base.
Marketing Collateral
There is nothing insignificant about marketing collateral. Even small pieces of marketing content, from business cards to product sheets, say something about your gypsum and gypsum products business. To squeeze the most impact from your collateral, it needs to be targeted toward its recipients. Delivered to the wrong person, a valuable piece of collateral will collect dust. For direct mail campaigns, premium mailing lists from established vendors can protect the value of your investment. It doesn't make sense to invest time and creativity in marketing collateral only to drop the ball on distribution. Without proper attention to distribution details, your gypsum and gypsum products business's marketing collateral will be wasted.
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