February 24, 2020  
 
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Marketing a Commercial Laminating Business

Small and medium size commercial laminating businesses can compete and even outperform larger competitors. All it takes is the right marketing plan.

The marketing model for a commercial laminating business has historically adapted to changes in consumer buying patterns and the market itself.

Customer loyalty isn't what it used to be. Cash is king in today's marketplace, so your marketing plan needs to focus on value messages.

Social Media Monitoring

Brand advocacy is a buzzword in marketing circles. What does it mean? Using consumer-oriented platforms to encourage customers to create user-generated content about your products and company, typically through social media. Social media can quickly go negative, turning brand advocacy into "badvocacy", a scenario in which consumers and users create content deriding your company and your products. Most commercial laminating businesses are especially vulnerable to negative exposure through social media. To counter negative social media, you'll need to monitor your brand's online presence and enter the conversation, redirecting negative discussions toward more positive topics.

Mailings

It makes sense for commercial laminating businesses to participate in direct mail campaigns. Unlike other marketing tactics, direct mail has the potential for exceptional ROI, as long as the messaging is strong and your mailing list is targeted toward likely customers. Third-party providers have a reputation for generating accurate mailing lists that can be sorted to accommodate niches and subsections of the market. 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.

When It's Time to Rebrand

There are many reasons why it might be time to begin a rebranding initiative - but a lack of alternative tactics is not one of them. Rebranding is an intentional marketing technique designed to deliver long term results. For a commercial laminating business, owners are often inspired to rebrand after analysis has demonstrated that the current brand is losing its impact in the marketplace. With the help of a professional marketing firm, you can give your brand a fresh face while maintaining brand distinctives and brand recognition.

Additional Marketing Advice and Related Articles

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