Marketing Advice By Business Type
Marketing a Scalp Care and Products Business
A profitable scalp care and products business is about more than supply and demand. It's about designing ways to entice new customers to engage with your products and to encourage existing customers to increase the frequency of their purchases.
Young business owners are often surprised to learn that marketing isn't as intuitive as they thought it would be.
The right market approach lets smaller scalp care and products businesses stand toe-to-toe with the rest of the market. What small companies lack in resources, they can make up for in marketing intelligence and expertise.
Loss Leaders
The majority of scalp care and products businesses understand that more customers will walk through the door if a few products are priced at less than full retail value. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. A classic mistake of loss leader marketing is to create pricing without researching the competition. In a worse case scenario, you could be counting on pricing that is higher than your competitors. For the majority of scalp care and products businesses, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. With adequate preparation, a loss leader promotion can be publicized through all of your company's marketing channels, including the company website.
Marketing Collateral
Brochures, business cards, folders, direct mail pieces, and other types of promotional materials are called marketing collateral. For scalp care and products businesses, it's important to make sure every piece of marketing collateral generate reinforces your brand and value proposition. To squeeze the most impact from your collateral, it needs to be targeted toward its recipients. Delivered to the wrong person, a valuable piece of collateral will collect dust. For direct mail campaigns, premium mailing lists from established vendors can protect the value of your investment. The point is that if you go cheap on the backend, all of the money you invest in your scalp care and products business's investment in collateral will be pointless.
Industry Resources
Inexperience and a lack of industry connections have an isolating effect on owners of a scalp care and products business. Although there is a tendency to believe that the challenges you face are unique to your business, your competitors face many of the same marketing hurdles and obstacles. To overcome those obstacles, you'll need to tap into industry resources. The best resources are usually the ones that leverage industry-specific experience and the input of proven veterans.
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