Wondering how to market your ceramic tile installation and repair business? Unfortunately, there is a fine line between capturing buyers' attention and blending into the background.
The marketplace is constantly shifting to accommodate consumer demand and that means businesses need to adapt their marketing requirements accordingly. The consistent application of solid marketing principles is one of the few business requirements that has stayed the same.
Competitive awareness is the starting point for creativity in marketing. We appreciate innovative tactics. But when innovation causes you to abandon message streams that are trafficked by similar ceramic tile installation and repair businesses, you may not have all of the information you need to make an informed marketing decision. At a minimum, we recommend seeking a third-party perspective before you adopt any innovations that dramatically alter your marketing model.
It makes sense for ceramic tile installation and repair businesses to participate in direct mail marketing tactics. Direct mail has the advantage of delivering targeted messaging to qualified contacts within your company's market segment. At Gaebler, we advise small and medium-sized businesses to purchase mailing lists from reliable providers. Despite the added upfront expense, premium mailing lists are a smart investment if for no other reason than their ability to generate higher conversion rates.
The majority of ceramic tile installation and repair businesses understand that more customers will walk through the door if a few products are priced at less than full retail value. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. But to be effective, loss leader marketing requires planning, especially in product selection and price points. For the majority of ceramic tile installation and repair 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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