Niche Marketing Plans
Marketing a Climbing Gyms Business
At Gaebler, we've seen what great marketing can do for a small business. But if you own a climbing gyms business, exceptional marketing may well be the determining factor in your long-term survival and success.
If you are a business leader who sees marketing as a path to give your climbing gyms business a competitive advantage you're not alone.
So what separates the best climbing gyms businesses from average companies? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.
Staffing Expertise
Right out of the gate, you are going to have to make an informed decision about who will be responsible for marketing your product offerings and your brand. A dedicated, in-house marketing division is a possibility, but in small businesses, it's more likely that owners or managers will pick up marketing as a secondary job responsibility. That can be problematic because marketing can't afford to be pushed to the backburner. There are numerous reasons why climbing gyms businesses enlist the assistance of external marketing professionals. A high quality marketing firm can deliver a much better ROI than internal stakeholders who aren't primarily focused on marketing functions.
Loss Leaders
The majority of climbing gyms businesses understand that more customers will walk through the door if a few products are priced at less than full retail value. When applied skillfully, a loss leader marketing strategy can lead to overall gains in revenue. The key is to know your profit margins and use loss leader pricing to undercut the competition in targeted product categories. For climbing gyms businesses, this approach is most advantageous when it is coupled with a promotion for complementary products or services that are offered at full pricing. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.
Marketing Collateral
Every piece of collateral your climbing gyms business creates is a tangible reflection of your brand distinctive and core values. To squeeze the most impact from your collateral, it needs to be targeted toward its recipients. Delivered to the wrong person, a valuable piece of collateral will collect dust. Collateral distributed through direct mail channels realizes its highest return when it is paired with an updated mailing list from a top mailing list vendor. It doesn't make sense to invest time and creativity in marketing collateral only to drop the ball on distribution. Without proper attention to distribution details, your climbing gyms business's investment in collateral will be pointless.
Share this article
Additional Resources for Entrepreneurs