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Marketing a Mailboxes Retail Business
Marketing plays a central role in any company. But when it comes to a mailboxes retail business, your ability to market your brand can be the deciding factor between barely making it and achieving stellar industry success.
We recognize that the best mailboxes retail business entrepreneurs tend to possess solid marketing skills. Yet in this industry, the characteristics of able marketers aren't always obvious.
By leveraging today's best marketing techniques, any mailboxes retail business can achieve greater marketing dominance through strategic marketing and robust value messaging
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. However, it would be a mistake to discount broadcast advertising entirely. Many mailboxes retail businesses can still use it to their advantage. It's critical to understand the limits and opportunities available in today's broadcast advertising industry. One area in which marketers continue to have success is during drive times when large numbers of listeners still tune-in to local radio. For mailboxes retail businesses, a combination of marketing venues is preferable to relying exclusively on local broadcast opportunities.
Industry Resources
Lone rangers don't survive long in a mailboxes retail business. An awareness of industry resources can mitigate the isolation of ownership and result in a more stable (and more productive) leadership experience. Trade associations, business networks, and other venues usually offer resources to help you improve your marketing skills. If possible, establish a mentoring relationship with an experienced industry veteran.
Managing Negative Publicity
Negative publicity is never easy to deal with, especially for mailboxes retail businesses. 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. At Gaebler, we advise our business partners to have an updated crisis response plan in place at all times. 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.
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