October 15, 2019  
 
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Marketing a Stone Setting Contractors Business

The value and earning capacity of a stone setting contractors business largely depends on the quality of its marketing efforts. But great marketing takes a lot more than hanging a shingle and hoping for the best.

A single characteristic divides today's best stone setting contractors businesses from the ones that are struggling to keep the doors open.

In general, good business owners make good marketers. But to rise to the top of the industry, you'll need to gain a deeper understanding of the strategies that other stone setting contractors businesses utilize in the marketplace.

Market Segmentation

Whether they admit it or not, all businesses adopt segmented marketing strategies. The marketplace is simply too large to effectively market a stone setting contractors business to the entire marketplace. Although your products may appeal to a broad cross-section of consumers, your ability to lead in a specific market segment will directly affect brand recognition, product visibility, and ultimately, total revenue.

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 stone setting contractors business market agenda.

Loss Leaders

The majority of stone setting contractors businesses are willing to sustain a slight loss or breakeven position on certain products and service offerings as a way to attract customers. 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 stone setting contractors businesses, this approach is most advantageous when it is coupled with a promotion for complementary products or services that are offered at full pricing. Also, it's important to carefully consider the quantity of discounted products you are willing to offer at the loss leader price since stockpiling or a high volume of loss leader sales can negate the revenue benefits of this strategy.

Do We Really Need A Logo?

The question of whether or not to create a logo for a stone setting contractors business is a big deal. We live in a visual world and logos are tangible expressions of your organization's key messages. Although it's possible to create your own logo, most internally generated logos lack polish and punch. Even if your logo concept sounds simplistic, we recommend contracting your logo to a professional marketing and design firm because it's likely that the logo will be the face of your company for years to come.

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Conversation Board

For stone setting contractors businesses, good advice can be hard to find. If you have firsthand marketing experience to share, we invite you to submit your comments below. Questions are also welcome and we will try to reply ASAP.


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