Marketing Plans for Niche Markets
Marketing a Window Cleaning Business
Marketing a window cleaning business can be a daunting task for new entrepreneurs. But with consumer demand on the rise, marketing skills are becoming increasingly important for window cleaning business owners and managers.
Still looking for a way to effectively market your window cleaning business? Unfortunately, there is a fine line between capturing buyers' attention and blending into the background.
Purpose in marketing is the key to success in this space. The most successful window cleaning businesses achieve market dominance through the careful execution of deliberate strategies. Although you'll need to consider your company's unique marketing objectives, there are several tips we advise our partners to integrate into their promotional plans and strategies.
Promotional Calendars
Uncoordinated and disjointed marketing plans tend to backfire on window cleaning businesses. A strategy chocked full of time-sensitive ad placements and other tactics can devolve into a tangled mess of overlapping deliverables unless it is coordinated in a promotional calendar. Good calendars include not only tactical deadlines, but also schedules for the inputs (e.g. staff assets, vendors, etc.) that are required to execute strategic objectives. 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
The majority of window cleaning 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 window cleaning 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.
Why Branding Matters
Branding isn't just a marketing buzzword. It's a core concept for businesses trying to entrench themselves in consumer consciousness. Any and every window cleaning business has brand characteristics. Some brands struggle to achieve recognition with consumers while others seem to be quickly embraced by the marketplace. By investing in brand awareness and positioning, you increase the trust factor and make it easier for consumers to choose your business over less-known competitors. In certain situations, branding can be used to establish dominance in specific product categories or service areas.
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