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Marketing a Bicycle Repair and Maintenance Business
There is little room for error in marketing a bicycle repair and maintenance business in today's economy. Fortunately, we have the information you need to stay ahead of the curve and outperform the rest of the field.
The promotional strategy for a bicycle repair and maintenance business has historically adapted to changes in consumer buying patterns and the market itself.
What to know the characteristics that distinguish leading bicycle repair and maintenance businesses from average companies? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.
When It's Time to Rebrand
Looking for a way to re-catalyze your marketing program? If you need a quick fix, rebranding might not be the right tool for the job. Rebranding is an intentional marketing technique designed to deliver long term results. In a bicycle repair and maintenance business, owners are often inspired to rebrand after analysis has demonstrated that the current brand is losing its impact in the marketplace. Unless you are confident that you possess the skills necessary to rebrand your business, we advise consulting with a professional marketing firm before you introduce a new brand to your customers.
Price Matching
In a difficult economy, consumers expect businesses to engage in a certain amount of price matching. The principle is simple: Since pricing is a primary factor in product selection, your business agrees to match advertised competitor pricing. If they can find a similar value proposition from another bicycle repair and maintenance business, potential clients will abandon your brand in droves. So whether you like it or not, pricing is a necessary element of your overall marketing strategy. If your business isn't prepared to match standard price points, you'll need to adjust your business model and pricing structure to accommodate the rates that are being charged by other bicycle repair and maintenance businesses in your area.
Niche Marketing
A niche marketing approach is a good fit for small businesses, particularly bicycle repair and maintenance businesses that need to be profitable in a small slice of the market. Niche marketing isn't new. It's been around for years and has proven to be most effective for firms that understand their key strengths and core audience.
Many companies facilitate niche marketing by providing specialty mailing lists. These lists are targeted and filtered, and deliver greater focus to your company's direct mail campaigns. Specialty mailing lists from top-rate providers take the niche concept a step further by giving you measured insights about consumer behaviors within the niche.
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