We Need Better Marketing
Marketing an Art Restoration and Conservation Business
Marketing an art restoration and conservation business can be a daunting task for new entrepreneurs. But with consumer demand on the rise, marketing skills are becoming increasingly important for art restoration and conservation business owners and managers.
Marketing is not a siloed business function. It's a cross-organizational discipline with ramifications for your balance sheet and earnings statement.
Concerned about customer loyalty? Producing high quality products isn't enough to lure customers back to your business. Cash is king in today's marketplace, so your marketing plan needs to focus on value messages.
Industry Resources
Business leadership can be a lonely profession, especially when you're leading an art restoration and conservation business. An awareness of industry resources can mitigate the isolation of ownership and result in a more stable (and more productive) leadership experience. The best resources are usually the ones that leverage industry-specific experience and the input of proven veterans.
Viral Marketing
Viral marketing is one of the most elusive marketing techniques in a small business owner's arsenal. By including viral elements in a campaign for an art restoration and conservation business, the hope is that your brand and product line will take on viral qualities. But despite the risk, viral marketers can influence the likelihood of success. 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.
Media Monitoring
Some marketing initiatives lend themselves to simple measurement while others are more challenging. For example, if you buy a mailing list and conduct a direct mail campaign, you should have little difficulty measuring the campaign's effectiveness and ROI. The difficulty comes when you are tasked with quantifying market presence and brand influence. To gauge brand reputation and presence, many art restoration and conservation businesses turn to media monitoring. Even more importantly, media monitoring can alert you to negative commentary early, giving you the opportunity to counter negative mentions with more accurate and more positive messaging.
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