Marketing Advice By Business Type
Marketing a Scales Used Business
Trying to market a scales used business? It's a crowded marketplace, but with dedication and persistence, great marketing can help your business outperform larger competitors.
The marketing model for a scales used business has historically adapted to changes in consumer buying patterns and the market itself.
What to know the characteristics that distinguish leading scales used businesses from average companies? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.
Do We Really Need A Logo?
Having a strong logo for a scales used business is a big deal. A logo is a visible representation of your organization's mission, identity, and values. Without a high-quality logo, your brand will simply blend in with the rest of the marketplace and gain little traction with consumer audiences. Logos aren't something that can be changed overnight so it's important to put some thought into logo design. With a lot riding on a logo, it's worth the investment to hire a professional marketing and design firm for your logo needs.
Loss Leaders
The majority of scales used businesses are willing to sustain a slight loss or breakeven position on certain products and service offerings as a way to attract customers. Although you may lose money on one product, you can make up for it buy selling a higher volume of other products. But to be effective, loss leader marketing requires planning, especially in product selection and price points. For the majority of scales used 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.
Mailings
It makes sense for scales used businesses to participate in direct mail marketing tactics. A coordinated mailing campaign raises your company's profile and draws new customers into the business. Third-party providers have a reputation for generating accurate mailing lists that can be sorted to accommodate niches and subsections of the market. Despite the added upfront expense, premium mailing lists are a smart investment if for no other reason than their ability to generate higher conversion rates.
Share this article
Additional Resources for Entrepreneurs