MARKETING By Jim Ackerman 9
M 1.
Essential Secrets for Marketing Your Mobile Electronics Business
att had a problem. Sales at his shop, once close to $1 million a year, were slipping substantially. That’s when
he made one of the most important decisions of his business career. He decided to take charge of the marketing of his business.
As he shifted his focus from other
activities to the primary goal of bringing in the business, he discovered nine key secrets to success. The secret turning around Matt’s business
was the realization that
marketing is the engine that drives every business. Matt’s passion is car audio and electronics. He understands them as well as anyone. But he realized in
his darkest hour that they would return to being a hobby for him if he didn’t get passionate about marketing. It’s a lesson every mobile electronics business owner must realize. Without marketing, you don’t have a business. That means marketing must become one of your strengths and a habitual focus for the rest of your business life.
THREE WAYS TO GROW There are only three ways to grow any enterprise: Get more customers, increase your average ticket and get existing customers to buy more often and for longer periods. A key secret to success for any mobile electronics business is to make sure you’re focusing on all the three
ways. Unfortunately, most small business owners put all of their time, money and resources into getting new customers and no time on “more money, more often.” Remember, you can advertise on radio, television, snail mail and online, but by far the best return on your
investment comes from your efforts with your existing customers. They know you, appreciate the extra value you bring, and are willing to pay for it. Existing customers can also help secure new customers far more efficiently and less expensively than
42 Mobile Electronics August 2012
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