Marketing Tactics for Niche Markets
Marketing a Lapidaries Business
At Gaebler, we've seen what great marketing can do for a small business. But if you own a lapidaries business, exceptional marketing may well be the determining factor in your long-term survival and success.
Marketing is a tricky business discipline, especially for inexperienced entrepreneurs who possess more enthusiasm than expertise.
In some businesses, marketing takes a back seat to sales and operations. That's a mistake because without marketing, your brand messages aren't being heard. The good news is that good marketing is achievable by any lapidaries business with a strong value proposition and a desire to achieve a visible market presence.
Make Sure You Have a Good Business Sign
Good signage is a Business 101 concept. Despite the fact that lapidaries businesses are very different from each other, sign content should focus on some common industry themes in addition to the details of your business. Is your sign conveying key business messages? Should you go with or traditional business signage? These are just a couple of things to consider when buying business signs.
Since the signage for lapidaries businesses has unique characteristics, avoid glossing it over as an afterthought. Talk with somebody who knows a lot about business signage advice and get their input before you create new business signs.
Marketing Collateral
Every piece of collateral your lapidaries business creates is a tangible reflection of your brand distinctive and core values. 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. 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 lapidaries business's investment in collateral will be pointless.
Price Matching
Don't underestimate the importance of competitive pricing in this industry. Even though you've worked hard to create a unique value proposition, cost concerns are serious issues for buyers. Without price matching, if they can locate lower pricing from a competing lapidaries business, potential clients will abandon your brand in droves. Survey the marketplace. If competitors have adopted price matching strategies, you have no choice but to adopt price matching as well, even if it means reshaping your business model to accommodate a new pricing structure.
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