How to Reach Your Target Market
Marketing an Environmental Products Business
At Gaebler, we've seen what great marketing can do for a small business. But if you own an environmental products business, exceptional marketing may well be the determining factor in your long-term survival and success.
As a business owner, it's imperative to understand that your financial metrics are inextricably linked to your marketing capacity.
Top performers habitually integrate sound marketing concepts with market demands.
Expand Your Advertising Options
Take a look around the industry. Chances are, you'll see companies using a vast array of advertising vehicles to communicate brand messages. That's why for environmental products businesses, the challenge is identifying the advertising solutions that are appropriate for your customers and consistent with your marketing goals. These days, environmental products businesses get solid marketing results from online channels capable of streaming high value content to a large, yet targeted customer base. In general, if your competitors know more about promoting their business online than you, you may lose market share.
Price Matching
Don't underestimate the importance of competitive pricing in this industry. Even though you've worked hard to create a unique value proposition, cost concerns are serious issues for buyers. The principle is simple: Since pricing is a primary factor in product selection, your business agrees to match advertised competitor pricing. Without price matching, if they can locate lower pricing from a competing environmental products business, buyers will jump on it. Survey the marketplace. If competitors have adopted price matching strategies, you have no choice but to adopt price matching as well, even if it means reshaping your business model to accommodate a new pricing structure.
Public Relations Strategies
Public relations is more subtle, but no less powerful than a full-blown marketing push. If you want to send unrestricted marketing messages to your audience, buy a mailing list and perform a direct mail campaign. But if your strategy calls for sophistication, media buy-in and thought leadership, hire a PR consultant. The art of storytelling is a core PR competency. Storylines need to be believable and objective while communicating your brand's strengths and value proposition.
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