February 23, 2020  
 
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Marketing a Barricades Business

The value and earning capacity of a barricade 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.

We see marketing as the great equalizer, a business discipline capable of dramatically increasing a small company's footprint in the marketplace.

Messaging that relies on outdated delivery channels is often a waste of time and resources. Effective marketing now means translating market learnings into techniques and tactics that are relevant to your business.

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. If you have never bundled before, take out word for it - most barricade businesses have the ability to bundle multiple products and services into a single offering that customers find appealing. Since the bundling concept is based on discounts, consumers expect to pay less for the bundle than they would if they were to buy the products separately, so you'll need to make sure your bundle offers real value to buyers.

Strategic Partnerships

When multiple interests join together in a strategic partnership, they gain barricade businesses avenues for combining the power of their marketing dollars and messaging with suppliers of complementary products. Joint ad campaigns, mailings and other marketing initiatives can be conducted on either a short- or long-term basis, as long as each partner is involved in the creation of messaging and has approval authority over the content that is released.

Multichannel Marketing Strategies

There are a lot of benefits to taking a multichannel approach to marketing. Today's consumers engage with brands in diverse ways. That means brands need to demonstrate similar diversity in the channels they employ to connect with customers.

Unless you adopt a multichannel strategy, your barricade business will struggle to remain competitive. In practice, multichannel means embracing a mixture of online and offline message pipelines, based on the places your customers go for information. The acquisition of reliable mailing lists from proven providers can expedite the transition, but ultimately your efforts to go multichannel may require the assistance of a marketing professional.

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