Business Marketing Advice
Marketing a Road Surface Preparation and Equipment Business
Trying to market a road surface preparation and equipment business? It's a crowded marketplace, but with dedication and persistence, great marketing can help your business outperform larger competitors.
Sales, profitability, market share -- the things that matter most to business owners all come down to how well you market your brand and products.
In some businesses, marketing takes a back seat to sales and operations. That's a mistake because without marketing, your brand messages aren't being heard. The good news is that good marketing is achievable by any road surface preparation and equipment business owner who is willing to learn what it takes to promote their business.
Industry Resources
Business leadership can be a lonely profession, especially when you're leading a road surface preparation and equipment business. Most leaders are oblivious to the fact that the marketplace shows no favoritism - for every marketing challenge your business faces, there are hundreds of other businesses and leaders struggling to solve the same problem. Trade associations, business networks, and other venues usually offer resources to help you improve your marketing skills. If possible, establish a mentoring relationship with an experienced industry veteran.
Mailings
At some point, your road surface preparation and equipment business will engage in direct marketing. Direct mail has the advantage of delivering targeted messaging to qualified contacts within your company's market segment. At Gaebler, we advise small and medium-sized businesses to purchase mailing lists from reliable providers. By investing in premium mailing lists for direct mail, email, and telemarketing campaigns, you gain the assurance that your lists are always accurate and up-to-date.
Loss Leaders
The majority of road surface preparation and equipment 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. A classic mistake of loss leader marketing is to create pricing without researching the competition. In a worse case scenario, you could be counting on pricing that is higher than your competitors. When used in road surface preparation and equipment 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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