Marketing Tactics for Niche Markets
Marketing a Lighting Fixtures Repair, Maintenance and Installation Business
Trying to market a lighting fixtures repair, maintenance and installation business? It's a crowded marketplace, but with dedication and persistence, great marketing can help your business outperform larger competitors.
Although innovation is important, consistency is critical when you market a lighting fixtures repair, maintenance and installation business. Industry leaders faithfully adhere to a set of foundational marketing principles.
By applying a few common sense tips and marketing fundamentals, you can avoid the pitfalls and set your company on the path to marketing success.
Managing Negative Publicity
Not sure how to handle negative PR? You're not alone. It's a probably faced by many lighting fixtures repair, maintenance and installation businesses. But the time to address your response to negative publicity is before it happens. If you wait until a crisis hits, it's already too late to control the message. PR savvy lighting fixtures repair, maintenance and installation businesses work with consultants to develop a crisis response plan that can be executed on a moment's notice. In a crisis, accurate contact lists can be a lifesaver. A top quality mailing list provider can provide fast turnaround times on up-to-date and filtered lists.
Customer Awareness
Many of the highest performing lighting fixtures repair, maintenance and installation businesses go out of their way to maintain clear channels of communication with their customers. In this market sector, managers and promoters need to be extremely familiar with their customers' needs and purchasing preferences. More often than not, failure to maintain a robust connection with the marketplace translates into poor brand recognition and lackluster sales. By improving market awareness, small companies can often establish more meaningful customer connections than their competitors.
Loss Leaders
The majority of lighting fixtures repair, maintenance and installation businesses are willing to sustain a slight loss or breakeven position on certain products and service offerings as a way to attract customers. 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. When used in lighting fixtures repair, maintenance and installation businesses, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.
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