Ideas for Marketing a Niche Business
Marketing a Vinyl Doors and Windows Business
It's becoming more and more difficult for vinyl doors and windows businesses to rise above the clamor of the marketplace. Innovative marketing strategies may be your best bet for out-promoting -- and outperforming -- the competition.
Multiple marketing factors affect bottom line profitability. However, great marketing strategies share a common characteristic.
A lack of marketing experience can sometimes be overcome through persistence and innovation, two key features of vinyl doors and windows business marketing success.
Customer Awareness
Many of the highest performing vinyl doors and windows 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. In our experience, market awareness is an equalizer, giving smaller brands greater horsepower in the marketplace.
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 vinyl doors and windows 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 marketing vinyl doors and windows 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.
Public Relations Strategies
If marketing is a stock car racing full throttle toward a consumer audience, PR is a vintage Cadillac teasing consumers and inviting them to take a closer look. For example, if you buy a premium mailing list and use it to conduct a direct mail campaign, that's marketing. On the other hand, if the Sunday paper runs a story about your vinyl doors and windows business, that's PR. The key to effective PR is to use nuanced messaging to attract the attention of reporters and media representatives. If reporters smell promotional content, they will back off from the story or create their own narrative.
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