Business Marketing Advice
Marketing a Retirement Benefits Business
Marketing plays a central role in any company. But when it comes to a retirement benefits business, your ability to market your brand can be the deciding factor between barely making it and achieving stellar industry success.
For every retirement benefits business winner, there many more retirement benefits businesses struggling to survive.
Top performers habitually integrate sound marketing concepts with market demands.
Public Relations Strategies
Marketing and public relations are two distinct promotional disciplines. While marketing flows blatant advertising messages to audiences, PR takes a more educational and informative approach. If you want to send unrestricted marketing messages to your audience, buy a mailing list and perform a direct mail campaign. But if your strategy calls for sophistication, media buy-in and thought leadership, hire a PR consultant. The art of storytelling is a core PR competency. Storylines need to be believable and objective while communicating your brand's strengths and value proposition.
Why Branding Matters
Branding isn't just a marketing buzzword. It's a core concept for businesses trying to entrench themselves in consumer consciousness. Any and every retirement benefits business has brand characteristics. Some brands struggle to achieve recognition with consumers while others seem to be quickly embraced by the marketplace. Companies that incorporate brand positioning into their normal marketing routines gradually accumulate higher brand values and are rewarded by consumers.
Bundling
Messaging matters - but only to the degree that it communicates value to cost-conscious consumers. Bundling is a tried and true method for marketing value concepts. Instead of presenting buyers with a single product offering, you can combine multiple product offerings into a package deal. Most retirement benefits businesses have the ability to bundle multiple products and services into a single offering that customers find appealing. Since the bundling concept is based on discounts, consumers expect to pay less for the bundle than they would if they were to buy the products separately, so you'll need to make sure your bundle offers real value to buyers.
Share this article
Additional Resources for Entrepreneurs