We Need Better Marketing
Marketing an Abrasive Products Business
The task of promoting an abrasive products business has to receive the highest priority in your organization. But what marketing techniques and strategies are successful in the current economy?
Think tired marketing collateral is all you need to succeed in today's marketplace? Think again!
Strategic marketing tactics can help small abrasive products businesses scale their visibility with consumers. Though small organizations may not have the marketing budgets of large corporations, the consistent delivery of targeted messaging has a cumulative effect on the market's consciousness.
Strategic Partnerships
When multiple interests join together in a strategic partnership, they gain abrasive products businesses economies of scale, not to mention a larger promotional footprint. Joint ad campaigns, mailings and other marketing initiatives can be conducted on either a short- or long-term basis, as long as each partner is involved in the creation of messaging and has approval authority over the content that is released.
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. Since PR leverages media outlets, it may cost nothing to acquire media placements that feature interesting storylines about your products and brand. The trick is learning how to pitch storylines to media professionals without sounding too promotional or sales-oriented.
Discounts
Most consumers respond positively to discounts whether they are perceived or real; abrasive products business customers are no exception. Orchestrated discount programs communicate value because they create the perception that the customer is getting more for less. But in the abrasive products business industry, you won't get far with discounts unless you communicate clear value. For better results, consider rotating the products you discount to incentivize customers to monitor your marketing channels.
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