Niche Marketing Tactics
Marketing a Used Boxes Business
At Gaebler, we've seen what great marketing can do for a small business. But if you own a used boxes business, exceptional marketing may well be the determining factor in your long-term survival and success.
It's a misconception that small businesses can't compete with larger companies when it comes to marketing.
Staying on track requires attention to detail and a commitment to foundational marketing principles.
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 used boxes businesses it makes sense to hire a firm to handle the creation and execution of your marketing strategy. In addition to delivering a better overall outcome, marketing firms bring an objective perspective to your strategy and key messaging.
Promotional Calendars
Sloppy marketing programs have no place in growing used boxes businesses. Instead of offering special promotions on the spur of the moment, we recommend creating a promotional calendar for the fiscal year. Although you can adjust the calendar as needed, advanced planning makes it easier to connect your company's marketing tactics to sales objectives, inventory levels, staffing, and other areas of the business. Many list vendors appreciate promotional calendars because they are useful for timing the delivery of the resources your business needs to meet strategic objectives.
Loss Leaders
Smart used boxes 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. For the majority of used boxes 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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