Industry Specific Marketing Advice
Marketing a Gear Dealers Business
The key to success in marketing a gear dealers business is to combine time-tested marketing techniques with the most cutting edge strategies in today's marketplace.
Young business owners are often surprised to learn that marketing isn't as intuitive as they thought it would be.
Top performers habitually integrate sound marketing concepts with market demands.
Staffing Expertise
An effective marketing strategy meticulously delegates tasks to capable stakeholders. 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. As a way to improve performance and time management, owners of gear dealers businesses it makes sense to hire a firm to handle the creation and execution of your marketing strategy. In addition to delivering a better overall outcome, marketing firms bring an objective perspective to your strategy and key messaging.
Media Monitoring
Some marketing initiatives lend themselves to simple measurement while others are more challenging. Direct mail can be evaluated by tallying the cost of inputs (e.g. a premium mailing list, printing, postage, etc.) and measuring the number of customer responses you receive from the campaign. The difficulty comes when you are tasked with quantifying market presence and brand influence. With the help of marketing professionals, media monitoring can provide up-to-date assessments of the amount of influence your gear dealers business has in the public sphere. Although media monitoring is not the only tool for measuring intangible brand qualities, it has the benefit of highlighting negative PR, giving your gear dealers business the ability to control bad buzz when it appears in the marketplace.
Bundling
Messaging matters - but only to the degree that it communicates value to cost-conscious consumers. Bundling is a tried and true method for marketing value concepts. Instead of presenting buyers with a single product offering, you can combine multiple product offerings into a package deal. If you have never bundled before, take out word for it - most gear dealers businesses have the ability to bundle multiple products and services into a single offering that customers find appealing. Will the profit margins be the same as they would be if you sold the bundled products separately? Probably not. But you'll make up for it by achieving higher sales volumes and net profits.
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