How Can I Improve Our Marketing
Marketing a Preferred Provider Organizations Business
At Gaebler, we've seen what great marketing can do for a small business. But if you own a preferred provider organizations business, exceptional marketing may well be the determining factor in your long-term survival and success.
It's a misconception that small businesses can't compete with larger companies when it comes to marketing.
Marketing increases the brand footprint of a preferred provider organizations business and drives the customer acquisition process.
Loss Leaders
The majority of preferred provider organizations 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 preferred provider organizations 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.
Technological Expertise
The PR and marketing community has embraced technology with open arms, transforming basic marketing concepts into sophisticated, tech-driven systems and solutions. One of the things that needs to be considered by preferred provider organizations businesses tends to be a search for news to leverage technology to scale up the organization's promotional firepower. If possible, business owners should gravitate toward technologies that deliver greater ROI than traditional marketing channels.
Niche Marketing
A niche marketing approach is a good fit for small businesses, particularly preferred provider organizations businesses trying to establish a larger footprint in a targeted market segment. Niche marketing isn't new. It's been around for years and has proven to be most effective for firms that understand their key strengths and core audience.
As a side note, it's important to customize your marketing tools to accommodate a niche strategy. Leading mailing list providers can filter contacts for more cost-efficient and effective direct mail campaigns.
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