How to Market in Niche Markets
Marketing a Yarn Shop
At Gaebler, we've seen what great marketing can do for a small business. But if you own a yarn shop, exceptional marketing may well be the determining factor in your long-term survival and success.
For every yarn shop winner, there multiple yarn shops calling it quits.
Top performers habitually integrate sound marketing concepts with market demands.
Multichannel Marketing Strategies
Are you up to speed on the multichannel marketing concept?. Today's consumers engage with brands in diverse ways. That means brands need to demonstrate similar diversity in the channels they employ to connect with customers.
In today's marketplace, it simply isn't possible for yarn shops that funnel the bulk of their resources toward a single marketing channel to maintain a noticeable presence in the marketplace. In practice, multichannel means embracing a mixture of online and offline message pipelines, based on the places your customers go for information. If direct mail is an area that needs to be added to your mix, professional mailing lists from third-party providers are a no-brainer. We recommend contacting a few select list vendors to learn how you can intelligently incorporate mailing lists into a more diverse marketing strategy.
Directories
Directories are a common tool for finding a yarn shop. Directory selection is often dictated by the market when promoting yarn shops in a region or territory. Premium directories may or may not deliver the ROI you expect to receive from paid marketing vehicles. Regardless of whether it is a premium or free listing opportunity, every directory needs to be evaluated on its own merits. Some directories may also let you list more than your name and contact information, so be sure to ask whether your listing can include a logo and other information about your business.
Marketing Consultants
As a small business owner, it's tempting to think that you have what it takes to market your brand effectively. Maybe you do. But in our experience, there is no substitute for enlisting the services of a qualified marketing consultant. The best consultants possess a range of skills, including the ability to accurately communicate your yarn shop' core competencies, value and product points. Without the presence of an experienced professional, it's easy to miss opportunities in the marketplace and focus your efforts on outdated tactics. As we continue to experience changes in the yarn shop marketplace, businesses are relying on consultants for creative tactics and techniques.
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