How Can I Improve Our Marketing
Marketing a Protective Coatings Business
Marketing a protective coatings business isn't as simple as it seems. To get noticed, you'll need to invest time, energy, and resources in an innovative marketing plan.
The promotional strategy for a protective coatings business has historically adapted to changes in consumer buying patterns and the market itself.
Like it or not, product quality alone doesn't deliver repeat customers. These days, customers expect value and nothing communicates value more than a solid marketing plan.
Multichannel Marketing Strategies
Multichannel is an important buzzword in today's marketing circles. The time when brands could depend on monolithic marketing strategies are over. Now, growth-minded businesses need to populate multiple marketing channels with brand messaging.
A single channel approach just isn't enough for a protective coatings business to maintain a noticeable presence in the marketplace. In practice, multichannel means embracing a mixture of online and offline message pipelines, based on the places your customers go for information. The acquisition of reliable mailing lists from proven providers can expedite the transition, but ultimately your efforts to go multichannel may require the assistance of a marketing professional.
Broadcast Advertising
In an entertainment on-demand universe, broadcast TV and radio have been the big losers. However, it would be a mistake to discount broadcast advertising entirely. Many protective coatings businesses continue to find ways to attract audiences to their brand through broadcast media. Best practices for the use of broadcast advertising require businesses to evaluate their target audience's listening or viewing patterns and then tailor their media purchases to specific media outlets rather than blanketing the geography with brand messaging. When broadcast strategies are applied to protective coatings businesses, the target audience is almost always local or regional. For broader reach, you'll likely need to look beyond broadcast venues and explore other online and offline marketing vehicles.
Competitive Awareness
Competitive awareness is the starting point for creativity in marketing. There's nothing wrong with creativity, but if it precludes your messaging from being represented alongside other protective coatings businesses, there's a good chance that you're missing something. At a minimum, we recommend seeking a third-party perspective before you adopt any innovations that dramatically alter your marketing model.
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