6 Marketing Tips for Consumer Technology RetailersJuly 30, 2014 By Tim Verdin
In recent years, annual revenues for consumer electronics have exploded to more than $200 billion. This has been fueled by the overwhelming popularity of tablets, smartphones, and mobile devices, in addition to standbys such as TVs, cameras, and desktop computers. With so much money streaming in, there's no shortage of retailers eager to capitalize on this booming industry that seems to have no ceiling in sight. Yet, while there is still ample room to turn a healthy profit, it's those who take an active, thoughtful, and progressive approach to marketing that stand the best chance to succeed.
If you have designs on staking your claim in the industry or are searching for ways to increase revenues for your store, consider these six rock-solid marketing tips for consumer technology retailers.
1. Cultivate a Compelling Brand Image
Whether operating a brick-and-mortar location or strictly e-commerce, too many small- to medium-sized consumer technology retailers fail to fully develop their brand before opening doors and spending on advertising. Just like the products you put on your shelves, for many consumers the words, images, and colors on the packaging play just as big of a role in inspiring consumer confidence as the specifications, ratings, and reviews of the product itself.
A solid marketing foundation starts with cultivating a brand image complete with a memorable and meaningful name, eye-catching logo, and snappy slogan that give shoppers something they can sink their teeth into. By making a study of your targeted best customers and the type of visuals that speaks to their sensibilities as tech consumers, you can cultivate a brand image they find compelling to buy into.
2. Develop an Effective Marketing Message
Technology consumers are always looking for the best price, but there are other factors that go into their purchasing decisions - especially when it comes to premium products, where there's typically little room for markdowns. Businesses capable of developing successful advertising strategies do well to define their space within the market, letting consumers know exactly what makes it different or better than the competition.
Whether you specialize in superior customer service, lower-cost solutions, convenience, product knowledge, or the ability to locate hard-to-find products, you need to put your finger on the best attributes that make your brand worthy. Then, condense that big idea into focused messaging and a unified brand voice.