We Need Better Marketing
Marketing an Architectural Metals Business
Looking for innovative ways to market an architectural metals business? Although you there are no magic bullets that will enable you to dominate the industry, there are several things you can do to improve visibility and market presence.
The marketing model for an architectural metals business has historically adapted to changes in consumer buying patterns and the market itself.
Tenacious messaging and the identification of new delivery channels can be an on ramp to architectural metals business marketing success.
Loss Leaders
Smart architectural metals 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 architectural metals businesses, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. With adequate preparation, a loss leader promotion can be publicized through all of your company's marketing channels, including the company website.
Make Sure You Have a Good Business Sign
Good signage is a Business 101 concept. Despite the fact that architectural metals businesses vary in scope and circumstance, signage can be used by any architectural metals business to communicate the company's value to their customers. There are multiple issues that need to be considered when designing business signage, not the least of which is the message your business sign sends to your customers.
Given the fact that signage in architectural metals businesses is unlike the signage for other types of businesses, you'll want to make sure to adhere to industry norms as well as local zoning requirements. Talk with somebody who knows a lot about business signage advice and get their input before you create new business signs.
Public Relations Strategies
Public relations is more subtle, but no less powerful than a full-blown marketing push. If you want to send unrestricted marketing messages to your audience, buy a mailing list and perform a direct mail campaign. But if your strategy calls for sophistication, media buy-in and thought leadership, hire a PR consultant. The art of storytelling is a core PR competency. Storylines need to be believable and objective while communicating your brand's strengths and value proposition.
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