We Need Better Marketing
Marketing an Agricultural Biotechnology Business
At Gaebler, we've seen what great marketing can do for a small business. But if you own an agricultural biotechnology business, exceptional marketing may well be the determining factor in your long-term survival and success.
We recognize that the best agricultural biotechnology business owners tend to possess solid marketing skills. But what does it take to become a skilled marketer in this market sector?
Staying on track requires attention to detail and a commitment to foundational marketing principles.
Loss Leaders
The majority of agricultural biotechnology businesses understand that more customers will walk through the door if a few products are priced at less than full retail value. Although you may lose money on one product, you can make up for it buy selling a higher volume of other products. A classic mistake of loss leader marketing is to create pricing without researching the competition. In a worse case scenario, you could be counting on pricing that is higher than your competitors. For the majority of agricultural biotechnology businesses, this approach is most advantageous when it is coupled with a promotion for complementary products or services that are offered at full pricing. Also, it's important to carefully consider the quantity of discounted products you are willing to offer at the loss leader price since stockpiling or a high volume of loss leader sales can negate the revenue benefits of this strategy.
Do We Really Need A Logo?
Having a strong logo for an agricultural biotechnology business is a critical consideration. We live in a visual world and logos are tangible expressions of your organization's key messages. Logos aren't something that can be changed overnight so it's important to put some thought into logo design. With a lot riding on a logo, it's worth the investment to hire a professional marketing and design firm for your logo needs.
Marketing Collateral
There is nothing insignificant about marketing collateral. Even small pieces of marketing content, from business cards to product sheets, say something about your agricultural biotechnology business. You'll also want to make sure you're making the most effective use of your marketing collateral by getting it into the hands of the right people. For direct mail campaigns, premium mailing lists from established vendors can protect the value of your investment. It doesn't make sense to invest time and creativity in marketing collateral only to drop the ball on distribution. Without proper attention to distribution details, your agricultural biotechnology business's marketing collateral will be wasted.
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