Marketing Plans for Niche Markets
Marketing a Wheelchair Rental and Leasing Business
You have to be light on your feet to stay ahead of the curve these days, especially when you're promoting a wheelchair rental and leasing business. We have the information you need to create a nimble, yet effective marketing strategy for your business.
For a wheelchair rental and leasing business, exceptional product quality is only part of the struggle to meet revenue goals.
Simplistic promotional techniques can't penetrate the clutter of the current marketplace. You'll also need to incorporate creativity, common sense, and flawless execution into your marketing routines.
Bundling
Messaging matters - but only to the degree that it communicates value to cost-conscious consumers. Businesses that bundle products tap into the market's psyche by creating the perception (real or imagined) of cost-savings. Most wheelchair rental and leasing businesses have the ability to bundle multiple products and services into a single offering that customers find appealing. Often, bundling is used to offload excess inventory or to pair a low profit product with one that has a higher markup.
Public Relations Strategies
Marketing and public relations are two distinct promotional disciplines. While marketing flows blatant advertising messages to audiences, PR takes a more educational and informative approach. 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. Since PR leverages media outlets, it may cost nothing to acquire media placements that feature interesting storylines about your products and brand. The trick is learning how to pitch storylines to media professionals without sounding too promotional or sales-oriented.
Customer Awareness
Many of the highest performing wheelchair rental and leasing businesses go out of their way to maintain clear channels of communication with their customers. Consequently, market analysis has become a business priority. Businesses that market blindly fail to achieve acceptable ROI for their efforts. By improving market awareness, small companies can often establish more meaningful customer connections than their competitors.
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