We Need Better Marketing
Marketing an Architectural and Block Glass Business
Small and medium size architectural and block glass businesses can compete and even outperform larger competitors. All it takes is the right marketing plan.
Still looking for a way to effectively market your architectural and block glass business? Although there is no single way that's right to market in this industry, there are a lot of wrong ways.
What to know the characteristics that distinguish leading architectural and block glass businesses from the competition? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.
Viral Marketing
Viral marketing is one of the most elusive marketing techniques in a small business owner's arsenal. When you're marketing an architectural and block glass business, the hope is that your brand and product line will take on viral qualities. Even though total control is impossible, the right actions at the right times can encourage the viral distribution of brand messages. Social media and other online vehicles can seed a viral marketing campaign, but you'll need to nurture their development through direct customer interaction as well as other techniques.
Promotional Calendars
The best laid marketing agendas can quickly get fouled up, especially in fast-paced architectural and block glass businesses. A strategy chocked full of time-sensitive ad placements and other tactics can devolve into a tangled mess of overlapping deliverables unless it is coordinated in a promotional calendar. Good calendars include not only tactical deadlines, but also schedules for the inputs (e.g. staff assets, vendors, etc.) that are required to execute strategic objectives. Many list vendors appreciate promotional calendars because they are useful for timing the delivery of the resources your business needs to meet strategic objectives.
Product Knowledge
There is no substitute for being able to speak convincingly about your products in an architectural and block glass business. Small product details translate into key value propositions which are critical for distinguishing a architectural and block glass business from the rest of the field. If you can't articulate your products' unique characteristics, your messaging - and revenue stream - will suffer.
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