How Can I Improve Our Marketing
Marketing a Paving Stones Business
Marketing plays a central role in any company. But when it comes to a paving stones business, your ability to market your brand can be the deciding factor between barely making it and achieving stellar industry success.
The struggle to find the right marketing mix is never-ending in a profit-oriented small business. Yet one feature seems to be part of the shared DNA of all effective marketing programs.
By leveraging today's best marketing techniques, any paving stones business can achieve greater marketing dominance through strategic marketing and robust value messaging
Industry Resources
Lone rangers don't survive long in a paving stones business. An awareness of industry resources can mitigate the isolation of ownership and result in a more stable (and more productive) leadership experience. The best resources are usually the ones that leverage industry-specific experience and the input of proven veterans.
Directories
Directories are a common tool for finding a paving stones business. When all of your competitors are listed in a directory, you have no choice in the matter. To keep pace, competitive businesses must include the same directories in their plans for marketing paving stones businesses in a region or territory. Paid directory listings are gaining steam in some sectors. But paid listings don't necessarily translate into better results - many free directories have just as much firepower as premium ones. Regardless of whether it is a premium or free listing opportunity, every directory needs to be evaluated on its own merits. Some directories may also let you list more than your name and contact information, so be sure to ask whether your listing can include a logo and other information about your business.
Managing Negative Publicity
Not sure how to handle negative PR? You're not alone. It's a probably faced by many paving stones 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. PR savvy paving stones businesses 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.
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