Marketing Plans for Niche Markets
Marketing a Winemaking Equipment and Supplies Business
The key to success in marketing a winemaking equipment and supplies business is to combine time-tested marketing techniques with the most cutting edge strategies in today's marketplace.
We see marketing as the great equalizer, a business discipline capable of dramatically increasing a small company's footprint in the marketplace.
In general, good business owners make good marketers. But to rise to the top of the industry, you'll need to gain a deeper understanding of the marketing tactics competitive winemaking equipment and supplies businesses have incorporated into their marketing plans.
Newsletters
Despite the unrelenting demands of generating content on a monthly or quarterly basis, a company newsletter has promising potential as a marketing device. Unlike flyers and other advertising mediums, newsletters have an informational focus. In fact, the best newsletters encourage customers to take the next step without ever asking for a sale. Increasingly, winemaking equipment and supplies businesses to distribute periodic (monthly or quarterly) newsletters through a variety of online and offline channels. As an added bonus, newsletter subscription lists can double as mailing lists for direct mail or email campaigns.
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 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.
Customer Awareness
Many of the highest performing winemaking equipment and supplies businesses struggle to keep pace with the customers in their market. In this market sector, managers and promoters need to be extremely familiar with their customers' needs and purchasing preferences. 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.
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