Niche Market Marketing Tips
Marketing a Job Fair
A profitable job fair is about more than supply and demand. It's about designing ways to entice new customers to engage with your products and to encourage existing customers to increase the frequency of their purchases.
A snazzy logo, glossy brochure and must-have brand merchandise mean nothing apart from a robust marketing strategy.
The right market approach lets smaller job fairs stand toe-to-toe with the rest of the market. What small companies lack in resources, they can make up for in marketing intelligence and expertise.
Bundling
Today's marketplace is all about perceived value. The more you can do to communicate value to consumers, the more likely it is that they will respond positively to your messaging. Businesses that bundle products tap into the market's psyche by creating the perception (real or imagined) of cost-savings. Nearly any type of business can tap into the benefits of bundling products or services, so it's easy to see how job fairs can leverage bundling to improve sales and attract new customers to the brand. Will the profit margins be the same as they would be if you sold the bundled products separately? Probably not. But you'll make up for it by achieving higher sales volumes and net profits.
Managing Negative Publicity
Not sure how to handle negative PR? You're not alone. It's a probably faced by many job fairs. The worst way to handle negative buzz is to put off developing a response until reporters are pounding on your door, demanding a comment from a company spokesperson. PR savvy job fairs work with consultants to develop a crisis response plan that can be executed on a moment's notice. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.
Marketing Expertise
Don't have a background in marketing? That shouldn't stop you from taking a larger promotional role in your company by educating yourself about today's most effective marketing concepts. Entrepreneurs and leaders of job fairs need to make every dollar count, especially when it comes to their marketing budgets. If you don't have a marketing background, it's critical to either educate yourself about basic marketing principles or consult with a professional marketing firm. We advise our business partners to seriously consider outsourcing their promotional requirements because professional marketers tend to have their fingers on the pulse of the marketplace.
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