Niche Marketing Strategies
Marketing a Home Warranty Plans Business
There is little room for error in marketing a home warranty plans 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.
Although innovation is important, consistency is critical when you market a home warranty plans business. In this industry, the application of fundamental marketing tactics is more valuable than promotional fads and gimmicks.
Strategic marketing tactics can help small home warranty plans businesses scale their visibility with consumers. The key is to market smart through the consistent application of fundamental marketing concepts.
Marketing Collateral
Brochures, business cards, folders, direct mail pieces, and other types of promotional materials are called marketing collateral. For home warranty plans businesses, it's important to make sure every piece of marketing collateral generate reinforces your brand and value proposition. You'll also want to make sure you're making the most effective use of your marketing collateral by getting it into the hands of the right people. For direct mail campaigns, premium mailing lists from established vendors can protect the value of your investment. If you're like most business owners, you invest substantial resources in the creation of quality collateral. If you don't invest similar resources in mailing lists and other distribution channels, your home warranty plans business's brochures, direct mail letters and other content has no value.
Make Sure You Have a Good Business Sign
Effective signage gives your brand constant exposure in its geographic market. Despite the fact that home warranty plans businesses come in all shapes and sizes, signage can be used by any home warranty plans business to communicate the company's value to their customers. There are multiple issues that need to be considered when designing business signage, not the least of which is the message your business sign sends to your customers.
Given the fact that signage in home warranty plans businesses is unlike the signage for other types of businesses, it should be incorporated into your core marketing strategy. Be very selective when choosing a business sign company. After all, there's a lot at stake.
Loss Leaders
The majority of home warranty plans businesses frequently sell specific products at ridiculously low margins to boost traffic and new customer acquisition. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. But to be effective, loss leader marketing requires planning, especially in product selection and price points. For home warranty plans businesses, this approach is most advantageous when it is coupled with a promotion for complementary products or services that are offered at full pricing. Also, it's important to carefully consider the quantity of discounted products you are willing to offer at the loss leader price since stockpiling or a high volume of loss leader sales can negate the revenue benefits of this strategy.
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