Marketing Advice By Business Type
Marketing a Scissor Sharpening Business
At Gaebler, we've seen what great marketing can do for a small business. But if you own a scissor sharpening business, exceptional marketing may well be the determining factor in your long-term survival and success.
Marketing is not a siloed business function. It's a cross-organizational discipline with ramifications for your balance sheet and earnings statement.
Most scissor sharpening services earn the bulk of their revenues by sharpening professional-grade stylist shears.
Ready for some marketing advice that will help you grow your business? From our vantage point, it's clear that profitable scissor sharpening businesses achieve market dominance through the careful execution of deliberate strategies. The inclusion of innovative tactics and techniques is important, but the consistent application of sound marketing principles may be the most important factor in raising your brand's visibility with buyers.
Customer Awareness
Many of the highest performing scissor sharpening businesses go out of their way to maintain clear channels of communication with their customers. Since disconnection with the marketplace isn't an option, it's important to create mechanisms to monitor market trends. More often than not, failure to maintain a robust connection with the marketplace translates into poor brand recognition and lackluster sales. By improving market awareness, small companies can often establish more meaningful customer connections than their competitors.
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 scissor sharpening businesses can still use it to their advantage. 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 marketing scissor sharpening 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.
Managing Negative Publicity
Not sure how to handle negative PR? You're not alone. It's a probably faced by many scissor sharpening 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. The creation of a quality, crisis PR plan and the adequate preparation of key stakeholders is a requirement for any scissor sharpening business interested in controlling negative messages. 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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