Marketing Advice By Business Type
Marketing a Sign Equipment and Supplies Business
At Gaebler, we've seen what great marketing can do for a small business. But if you own a sign equipment and supplies business, exceptional marketing may well be the determining factor in your long-term survival and success.
There are no shortcuts to success in marketing a sign equipment and supplies business. In this industry, the application of fundamental marketing tactics is more valuable than promotional fads and gimmicks.
So what separates the best sign equipment and supplies businesses from average companies? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.
Leveraging Print Ads
Print ads have always been a popular way to promote sign equipment and supplies businesses. Historically, Gutenberg's invention has been used for a broad range of commercial and promotional applications. Online advertising has clear benefits. But that doesn't mean you should stop advertising your sign equipment and supplies business in print. These days, the key to effective print advertising is to align the publication with your business goals and ROI requirements.
Staffing Expertise
An effective marketing strategy meticulously delegates tasks to capable stakeholders. For many business owners, in-house staffing is attractive because it can (theoretically) be performed by current employees and can give the owner more control over the process. As a way to improve performance and time management, owners of sign equipment and supplies businesses enlist the assistance of external marketing professionals. Outsourcing is less expensive than maintaining an internal marketing unit and it ensures that your company's marketing plan receives the attention it deserves.
Marketing Collateral
Every piece of collateral your sign equipment and supplies business creates is a tangible reflection of your brand distinctive and core values. You'll also want to make sure you're making the most effective use of your marketing collateral by getting it into the hands of the right people. For example, if you're spending good money on a direct mail collateral, it's worthwhile to invest in a premium mailing list from a leading mailing list provider. It doesn't make sense to invest time and creativity in marketing collateral only to drop the ball on distribution. Without proper attention to distribution details, your sign equipment and supplies business's investment in collateral will be pointless.
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