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Marketing a Bowling Lane Refinishing and Repair Business
At Gaebler, we've seen what great marketing can do for a small business. But if you own a bowling lane refinishing and repair business, exceptional marketing may well be the determining factor in your long-term survival and success.
It's a misconception that small businesses can't compete with larger companies when it comes to marketing.
However, foundational marketing principles may not be enough to capture the attention of buyers in today's market. Effective marketing now means translating market learnings into techniques and tactics that are relevant to your business.
Directories
Directories are a common tool for finding a bowling lane refinishing and repair business. When all of your competitors are listed in a directory, you have no choice in the matter. To keep pace, competitive businesses must include the same directories in their plans for marketing bowling lane refinishing and repair businesses to both broad and targeted customer bases. Premium directories may or may not deliver the ROI you expect to receive from paid marketing vehicles. Regardless of whether it is a premium or free listing opportunity, every directory needs to be evaluated on its own merits. Some directories may also let you list more than your name and contact information, so be sure to ask whether your listing can include a logo and other information about your business.
Staffing Expertise
Assigning responsibility for the execution of a marketing strategy can be more difficult than creating it. For many business owners, in-house staffing is attractive because it can (theoretically) be performed by current employees and can give the owner more control over the process. There are numerous reasons why bowling lane refinishing and repair businesses enlist the assistance of external marketing professionals. In addition to delivering a better overall outcome, marketing firms bring an objective perspective to your strategy and key messaging.
Managing Negative Publicity
Not sure how to handle negative PR? You're not alone. It's a probably faced by many bowling lane refinishing and repair businesses. The worst way to handle negative buzz is to put off developing a response until reporters are pounding on your door, demanding a comment from a company spokesperson. At Gaebler, we advise our business partners to have an updated crisis response plan in place at all times. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.
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