Marketing Plans for Niche Markets
Marketing a Wildlife Services Business
Marketing a wildlife services business isn't as simple as it seems. To get noticed, you'll need to invest time, energy, and resources in an innovative marketing plan.
Great wildlife services business entrepreneurs tend to possess solid marketing skills. But what does it take to become a skilled marketer in this market sector?
Customer loyalty isn't what it used to be. Cash is king in today's marketplace, so your marketing plan needs to focus on value messages.
Broadcast Advertising
No doubt about it, the Internet has had a dramatic impact on TV and radio advertising. Rather than tuning in for information, many buyers now prefer to get their news and entertainment through online sources. However, it would be a mistake to discount broadcast advertising entirely. Many wildlife 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. When broadcast strategies are applied to wildlife 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.
Public Relations Strategies
Public relations is more subtle, but no less powerful than a full-blown marketing push. 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.
Expand Your Advertising Options
Take a look around the industry. Chances are, you'll see companies using a vast array of advertising vehicles to communicate brand messages. When it comes to wildlife services businesses, it is mission critical to identify the advertising vehicles that are most likely to meet the specific marketing goals your business is facing right now. These days, wildlife services businesses get solid marketing results from online channels capable of streaming high value content to a large, yet targeted customer base. In general, if your competitors know more about promoting their business online than you, you may lose market share.
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