We Need Better Marketing
Marketing an Appliances Business
Small and medium size appliances businesses can compete and even outperform larger competitors. All it takes is the right marketing plan.
Marketing is a tricky business discipline, especially for inexperienced entrepreneurs who possess more enthusiasm than expertise.
Strategic marketing tactics can help small appliances 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.
Do We Really Need A Logo?
The question of whether or not to create a logo for an appliances business is a big deal. In tight markets, logos differentiate one company from the next. More importantly, a good logo can differentiate your value proposition from your competitors. Creating a unique logo is more difficult than it sounds. In addition to quality design, you need to be concerned about infringing on the proprietary rights of other logos in your industry and throughout the marketplace.
Broadcast Advertising
Broadcast advertising has clearly taken some hits over the past couple of decades. The number of consumers who tune-in to local TV and radio has plummeted, and the industry has struggled to regain its footing. However, it would be a mistake to discount broadcast advertising entirely. Many appliances businesses continue to find ways to attract audiences to their brand through broadcast media. Today's broadcast marketing solutions have the ability to target a geographically concentrated sector of the marketplace. For example, many people limit their radio listening to their daily commute. For appliances 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.
Mailings
It makes sense for appliances businesses to participate in direct mail campaigns. Direct mail has the advantage of delivering targeted messaging to qualified contacts within your company's market segment. Third-party providers have a reputation for generating accurate mailing lists that can be sorted to accommodate niches and subsections of the market. Are vendor-provided mailing lists worth the investment? We think so. But the real value is that the quality of the contacts contained in a premium mailing list can be the catalyst for long-term customer relationships.
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