We Need Better Marketing
Marketing an Auto Rental Commercial Business
At Gaebler, we've seen what great marketing can do for a small business. But if you own an auto rental commercial business, exceptional marketing may well be the determining factor in your long-term survival and success.
For every auto rental commercial business winner, there many more auto rental commercial businesses calling it quits.
Great marketing campaigns elevate the status of your auto rental commercial business using a carefully crafted mix of techniques and tactics.
Market Segmentation
In today's environment, it's impossible to market an auto rental commercial business to every possible buyer. Market segmentation has been around for decades and it has enabled many smaller companies to dominate parts of the market, even when they face competition from larger firms.
Filtered mailing lists facilitate market segmentation by focusing your resources on customers within your segment. The best list providers are equipped to accommodate various segments for contained within your auto rental commercial business promotional efforts.
Hiring A Marketing Firm
Eventually nearly all auto rental commercial business operations turn to marketing firms for guidance. Professional marketers are usually on the bleeding edge of the industry and boast better returns for the investment than internal marketing units. Does a marketing firm cost money? Sure, but not as much as you may think. When it's time to look for a marketing firm to represent your auto rental commercial business, experience should trump other considerations. Avoid young marketing firms staffed exclusively with inexperienced hot shots. Novice marketers bring a lot of passion to the table, but they also tend to embrace high-risk marketing strategies that lack the payoff you'll get from an established firm.
Loss Leaders
Smart auto rental commercial businesses are willing to sustain a slight loss or breakeven position on certain products and service offerings as a way to attract customers. When applied skillfully, a loss leader marketing strategy can lead to overall gains in revenue. But to be effective, loss leader marketing requires planning, especially in product selection and price points. For the majority of auto rental commercial 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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