Marketing Tactics for Niche Markets
Marketing a Leather Goods Store
There is little room for error in marketing a leather goods store in today's economy. Fortunately, we have the information you need to stay ahead of the curve and outperform the rest of the field.
The marketing model for a leather goods store has changed dramatically over the past twenty years.
Some marketing concepts are just common sense. But to achieve your goals, there are some other things you'll also need to learn about marketing a leather goods store.
Viral Marketing
Viral marketing is one of the most elusive marketing techniques in a small business owner's arsenal. By including viral elements in a campaign for a leather goods store, you ultimately have to cross your fingers and hope for the best. Although you have little control over whether or not your products go viral, there are things you can do to nurture your brand's viral capacity. Social media and other online vehicles can seed a viral marketing campaign, but you'll need to nurture their development through direct customer interaction as well as other techniques.
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. Resources are limited and most leather goods stores need to make every dollar count, especially when it comes to their marketing budgets. When in doubt, tap into either an internal or external knowledge base to design your company's marketing strategy.
Managing Negative Publicity
Not sure how to handle negative PR? You're not alone. It's a probably faced by many leather goods stores. 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 leather goods stores 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.
Share this article
Additional Resources for Entrepreneurs