Unlocking the Power Of MARKETING

摘要

Scrap recyclers can use marketing to augment their businesses and establish a brand identity in the market. Here's how.When you hear the word "marketing," do you think of TV ads in which animated frogs promote beer and minor celebrities wax poetic about the virtues of denture adhesive? Perhaps you envision Wal-Mart's falling prices or Kmart's Blue Light Specials? On a bad day, you 'night think of those irritating dinnertime phone calls from strangers trying to sell you vinyl siding or credit cards.It's likely, however, that you-like most people-don't think of the scrap recycling industry when you think of marketing. That's unfortunate because marketing has just as much of a place in the scrap industry as in consumer-product businesses. In the latter case, if a beer ad prompts the viewer to head for the refrigerator, then the ad is successful. But once the consumer pops the top of that cold brew, he or she begins the process of creating a recyclable product-and that's where scrap marketing begins.