Marketing Tactics for Niche Markets
Marketing a Logging and Lumber Equipment and Supplies Business
At Gaebler, we've seen what great marketing can do for a small business. But if you own a logging and lumber equipment and supplies business, exceptional marketing may well be the determining factor in your long-term survival and success.
Still looking for a way to effectively market your logging and lumber equipment and supplies business? Unfortunately, there is a fine line between capturing buyers' attention and blending into the background.
Simplistic promotional techniques can't penetrate the clutter of the current marketplace. Effective marketing now means translating market learnings into techniques and tactics that are relevant to your business.
Loss Leaders
The majority of logging and lumber equipment and supplies businesses understand that more customers will walk through the door if a few products are priced at less than full retail value. 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 the majority of logging and lumber equipment and supplies 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.
Improving Customer Loyalty
Customer loyalty provides the backbone for business growth. In growth-minded logging and lumber equipment and supplies businesses, sorted and updated mailing lists obtained from top-tier providers are effective tools for customer acquisition. However, customer acquisition will only get you so far. To achieve revenue growth, you'll need to combine customer acquisition channels with strategies and mechanisms designed to transform new customers into followers and hopefully, brand advocates.
Technological Expertise
To those of us who are familiar with today's marketing landscape, it's clear that technology and strategy have become inextricably linked. One of the things that needs to be considered by logging and lumber equipment and supplies businesses is the use of technological solutions to connect with customers, boost visibility and exploit weaknesses in the marketplace. Despite the initial cost associated with many technological solutions, the long-term payoff for the right technologies almost always outweighs the upfront expense.
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