October 24, 2020  
 
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Marketing a Commercial and Industrial Fans Retailer

A profitable commercial and industrial fans retailer is about more than supply and demand. It's about designing ways to entice new customers to engage with your products and to encourage existing customers to increase the frequency of their purchases.

As a business owner, it's imperative to understand that your financial metrics are inextricably linked to your marketing capacity.

What to know the characteristics that distinguish leading commercial and industrial fans retailers from average companies? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.

Managing Negative Publicity

Not sure how to handle negative PR? You're not alone. It's a probably faced by many commercial and industrial fans retailers. But the time to address your response to negative publicity is before it happens. If you wait until a crisis hits, it's already too late to control the message. The creation of a quality, crisis PR plan and the adequate preparation of key stakeholders is a requirement for any commercial and industrial fans retailer interested in controlling negative messages. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.

Staffing Expertise

Assigning responsibility for the execution of a marketing strategy can be more difficult than creating it. A dedicated, in-house marketing division is a possibility, but in small businesses, it's more likely that owners or managers will pick up marketing as a secondary job responsibility. That can be problematic because marketing can't afford to be pushed to the backburner. To maintain marketing momentum, many commercial and industrial fans retailers enlist the assistance of external marketing professionals. In addition to delivering a better overall outcome, marketing firms bring an objective perspective to your strategy and key messaging.

Social Media Monitoring

The use of social media as a marketing tool is the latest wave to overtake the small business community. Combined with a functional company website, social media attracts new customers and converts them to brand advocates. 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. All commercial and industrial fans retailers 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.

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