We Need Better Marketing
Marketing an Art Appraisal Business
Small and medium size art appraisal businesses can compete and even outperform larger competitors. All it takes is the right marketing plan.
The marketing model for an art appraisal business has historically adapted to changes in consumer buying patterns and the market itself.
Customer loyalty isn't what it used to be. Cash is king in today's marketplace, so your marketing plan needs to focus on value messages.
Marketing Ethics
Some marketing strategies may be effective, but don't make the grade in the area of ethics. Industry-leading art appraisal businesses avoid marketing tactics that exploit their customers. If direct mail is part of your marketing mix, you should also make sure your mailing list provider adheres to ethical standards in the collection of contact information. Premier vendors are safe bets since they have established themselves as reputable mailing list providers.
Generating Buzz
Never underestimate the value of good buzz with consumers. You've heard it said before: Word of mouth is the best form of promotion for products and brands. When you're promoting an art appraisal business, buzz is a critical consideration in the marketing mix. The process begins with developing communication vehicles and mechanisms that invite discussion. With minimal effort, you can instigate conversations through social media and other communication vehicles favored by today's consumers.
Sponsorships
Sponsorships are an effective marketing tactic for many types of operations, including art appraisal businesses. In many cases, the most effective sponsorships are those that occur over a period of time rather than being limited to a one-off event. A strategic sponsorship targets actual art appraisal business buyers. To minimize costs and multiply outcomes, consider teaming up with a complementary business to co-sponsor targeted events.
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