Marketing Advice By Business Type
Marketing a Speech and Hearing Information and Referral Services Business
Looking for innovative ways to market a speech and hearing information and referral services business? Although you there are no magic bullets that will enable you to dominate the industry, there are several things you can do to improve visibility and market presence.
A snazzy logo, glossy brochure and must-have brand merchandise mean nothing apart from a robust marketing strategy.
A lack of marketing experience can sometimes be overcome through persistence and innovation, two key features of speech and hearing information and referral services business marketing success.
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. Broadcast advertising is down - but it's not out. Today's leading speech and hearing information and referral services 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. For speech and hearing information and referral services 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.
Do We Really Need A Logo?
Having a strong logo for a speech and hearing information and referral services business is a big deal. We live in a visual world and logos are tangible expressions of your organization's key messages. Creating a unique logo is more difficult than it sounds. In addition to quality design, you need to be concerned about infringing on the proprietary rights of other logos in your industry and throughout the marketplace.
Managing Negative Publicity
Negative publicity is never easy to deal with, especially for speech and hearing information and referral services businesses. Bad situation inevitably get worse when companies haven't prepared for the possibility of a negative news cycle. PR savvy speech and hearing information and referral services businesses work with consultants to develop a crisis response plan that can be executed on a moment's notice. In a crisis, accurate contact lists can be a lifesaver. A top quality mailing list provider can provide fast turnaround times on up-to-date and filtered lists.
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