We Need Better Marketing
Marketing an Asphalt Paving Contractors Business
Marketing an asphalt paving contractors business isn't as simple as it seems. To get noticed, you'll need to invest time, energy, and resources in an innovative marketing plan.
A snazzy logo, glossy brochure and must-have brand merchandise mean nothing apart from a robust marketing strategy.
Customer loyalty isn't what it used to be. Cash is king in today's marketplace, so your marketing plan needs to focus on value messages.
Cost Tracking
Are you struggling to contain costs? That's familiar theme among entrepreneurs who lead an asphalt paving contractors business. You can't afford to waste money on inferior marketing resources. Since every dollar counts, it pays to buy mailing lists from trusted vendors. Good mailing lists are money in the bank; they deliver leads, revenue and most importantly, new customers.
But mailing lists aren't the only way you can reduce costs. Most accounting software solutions have features that allow you to track costs in multiple expense categories and receive alerts when expenses suddenly swing outside of normal parameters.
Broadcast Advertising
Broadcast advertising has clearly taken some hits over the past couple of decades. The number of consumers who tune-in to local TV and radio has plummeted, and the industry has struggled to regain its footing. Broadcast advertising is down - but it's not out. Today's leading asphalt paving contractors businesses continue to find ways to attract audiences to their brand through broadcast media. Best practices for the use of broadcast advertising require businesses to evaluate their target audience's listening or viewing patterns and then tailor their media purchases to specific media outlets rather than blanketing the geography with brand messaging. When broadcast strategies are applied to asphalt paving contractors businesses, local consumers may represent a sizeable portion of total revenues, making local radio and other broadcast media viable marketing channels -- but only to the extent that you match the station's audience to your customer base.
Marketing Expertise
A lack of personal marketing experience is not an excuse for moving forward without the support of a promotional knowledge base. Entrepreneurs and leaders of asphalt paving contractors businesses are usually hesitant to engage in high-risk marketing. Since inexperience raises the risk level, the quality of the marketer is just as important as the quality of the message. When in doubt, tap into either an internal or external knowledge base to design your company's marketing strategy.
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