Marketing Tactics for Niche Markets
Marketing a Lighting Fixtures Retail Business
Trying to market a lighting fixtures retail business? It's a crowded marketplace, but with dedication and persistence, great marketing can help your business outperform larger competitors.
Marketing a lighting fixtures retail business has historically adapted to changes in consumer buying patterns and the market itself.
Today's small businesses operate in a dynamic sales and marketing environment. The consistent application of solid marketing principles is one of the few business requirements that has stayed the same.
Coupons
Although they have traditionally been associated with a handful of industries, coupons are viable resources for lighting fixtures retail business marketing. Traditionally, coupons have been limited to print ad distributions. These days, coupon programs have expanded to include electronic coupons distributed through social media and redeemed via a mobile device. In a typical coupon scenario, lighting fixtures retail business marketers use coupons to encourage new customers to give their product offerings a try, effectively stealing market share from competitors that have invested in customer loyalty schemes. Coupled with other marketing techniques, a steady stream of legitimate coupon promotions can incentivize periodic customers to increase the frequency of purchases from your company.
Mailings
It makes sense for lighting fixtures retail businesses to participate in direct marketing. Direct mail has the advantage of delivering targeted messaging to qualified contacts within your company's market segment. Third-party providers have a reputation for generating accurate mailing lists that can be sorted to accommodate niches and subsections of the market. Despite the added upfront expense, premium mailing lists are a smart investment if for no other reason than their ability to generate higher conversion rates.
Hiring A Marketing Firm
Eventually nearly all lighting fixtures retail business leaders recognize their limitations and hire a marketing firm. Unless you have a marketing background, you won't be able to touch the ROI you'll receive from a professional firm. Does a marketing firm cost money? Sure, but not as much as you may think. When it's time to look for a marketing firm to represent your lighting fixtures retail business, experience should trump other considerations. Marketing firms that lack industry experience are sometimes unfamiliar with competitive marketing channels and may not understand the value propositions that dominate industry messaging.
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