Marketing Advice By Business Type
Marketing a Swimming Pool Coping, Plastering, and Tiling Business
The key to success in marketing a swimming pool coping, plastering, and tiling business is to combine time-tested marketing techniques with the most cutting edge strategies in today's marketplace.
We see marketing as the great equalizer, a business discipline capable of dramatically increasing a small company's footprint in the marketplace.
What to know the characteristics that distinguish leading swimming pool coping, plastering, and tiling businesses from average companies? Most of the time it's not the quality of their product offerings -- it's their ability to communicate granular marketing messages to their customer base.
Measurement & Evaluation
By purchasing high quality mailing lists from reliable providers, swimming pool coping, plastering, and tiling businesses may be able to increase the impact of their marketing tactics. However, there are no substitutes for measurement and evaluation mechanisms. A robust measurement and evaluation process should include metrics that can be monitored on a monthly, weekly or even daily basis. Designed to monitor marketing efforts on a campaign-by-campaign basis, these metrics can be used as a baseline for strategic planning. Simple quantitative tools are a good start. However, swimming pool coping, plastering, and tiling businesses often choose to consult with professional marketers for assessment tools and strategic insights.
Staffing Expertise
Assigning responsibility for the execution of a marketing strategy can be more difficult than creating it. 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 swimming pool coping, plastering, and tiling businesses enlist the assistance of external marketing professionals. In addition to delivering a better overall outcome, marketing firms bring an objective perspective to your strategy and key messaging.
Loss Leaders
The majority of swimming pool coping, plastering, and tiling businesses understand that more customers will walk through the door if a few products are priced at less than full retail value. Although you may lose money on one product, you can make up for it buy selling a higher volume of other products. 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. For the majority of swimming pool coping, plastering, and tiling businesses, loss leaders substantially increase customer traffic and create opportunities to expose new consumers to the brand. Also, it's important to carefully consider the quantity of discounted products you are willing to offer at the loss leader price since stockpiling or a high volume of loss leader sales can negate the revenue benefits of this strategy.
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