Marketing Plans for Niche Markets
Marketing a Wood Floor Refinishing and Resurfacing Business
It's becoming more and more difficult for wood floor refinishing and resurfacing businesses to rise above the clamor of the marketplace. Innovative marketing strategies may be your best bet for out-promoting -- and outperforming -- the competition.
A single characteristic divides today's best wood floor refinishing and resurfacing businesses from companies at the bottom of the food chain.
Business savvy entrepreneurs usually have a solid foundation in marketing. But to achieve your goals, there are some other things you'll also need to learn about marketing a wood floor refinishing and resurfacing business.
Sponsorships
Event and team sponsorships are a proven method for raising the public profile of wood floor refinishing and resurfacing businesses. Successful sponsorships create connections with customers; ineffective ones alienate customers and drain your marketing budget. The key is to limit sponsorships to events that are attended by people who are regular wood floor refinishing and resurfacing business patrons. To minimize costs and multiply outcomes, consider teaming up with a complementary business to co-sponsor targeted events.
Managing Negative Publicity
A certain amount of negative publicity is a given for most wood floor refinishing and resurfacing businesses. The worst way to handle negative buzz is to put off developing a response until reporters are pounding on your door, demanding a comment from a company spokesperson. At Gaebler, we advise our business partners to have an updated crisis response plan in place at all times. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.
Strategic Partnerships
Strategic partnerships offer wood floor refinishing and resurfacing businesses economies of scale, not to mention a larger promotional footprint. Think about it: even on your best day, your company has the ability to influence a certain percentage of potential customers. But when you partner with a complementary supplier to perform a joint marketing campaign, you multiply your customer base and generate a more powerful market presence.
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