Marketing Advice By Business Type
Marketing a Sand and Gravel Company
You're heavily invested in the success of your sand and gravel company and failure isn't an option. That means you'll also need to invest yourself in the strategies and techniques it takes to effectively market your brand in the marketplace.
In the current economic climate, one thing separates thriving sand and gravel companies from companies at the bottom of the food chain.
So what separates the best sand and gravel companies from other businesses in the industry? It's strong messaging. And if your marketing vehicles aren't crystal clear, you could become a casualty of the marketplace.
Managing Negative Publicity
Negative publicity is never easy to deal with, especially for sand and gravel companies. The worst way to handle negative buzz is to put off developing a response until reporters are pounding on your door, demanding a comment from a company spokesperson. PR savvy sand and gravel companies work with consultants to develop a crisis response plan that can be executed on a moment's notice. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.
Broadcast Advertising
Broadcast advertising has clearly taken some hits over the past couple of decades. The number of consumers who tune-in to local TV and radio has plummeted, and the industry has struggled to regain its footing. Broadcast advertising is down - but it's not out. Today's leading sand and gravel companies continue to find ways to attract audiences to their brand through broadcast media. It's critical to understand the limits and opportunities available in today's broadcast advertising industry. One area in which marketers continue to have success is during drive times when large numbers of listeners still tune-in to local radio. When broadcast strategies are applied to sand and gravel companies, the target audience is almost always local or regional. For broader reach, you'll likely need to look beyond broadcast venues and explore other online and offline marketing vehicles.
Customer Awareness
Most sand and gravel companies struggle to keep pace with the customers in their market. 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.
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