October 30, 2020  
 
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Marketing a Concrete Construction Equipment and Supplies Business

A profitable concrete construction equipment and supplies business 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.

A high-quality marketing plan connects your company to your customers. Without it, you'll quickly find your concrete construction equipment and supplies business isolated from your base.

Great marketing translates into higher visibility and a larger customer base. With marketing pressure at an all-time high, your business needs to incorporate tactics designed to position a concrete construction equipment and supplies business in the winners' column.

Public Relations Strategies

If marketing is a stock car racing full throttle toward a consumer audience, PR is a vintage Cadillac teasing consumers and inviting them to take a closer look. 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. The art of storytelling is a core PR competency. Storylines need to be believable and objective while communicating your brand's strengths and value proposition.

Generating Buzz

All business owners want to generate buzz about their products, services, and brand. You've heard it said before: Word of mouth is the best form of promotion for products and brands. For a concrete construction equipment and supplies business, meaningful brand conversations have the ability to transform the impact of your marketing efforts. To encourage marketplace conversations, you'll need to equip consumers with the tools they need to create meaningful brand dialogues. With minimal effort, you can instigate conversations through social media and other communication vehicles favored by today's consumers.

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. Nearly any type of business can tap into the benefits of bundling products or services, so it's easy to see how concrete construction equipment and supplies businesses can leverage bundling to improve sales and attract new customers to the brand. Often, bundling is used to offload excess inventory or to pair a low profit product with one that has a higher markup.

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Conversation Board

The concrete construction equipment and supplies business industry is evolving, and new marketing tactics should be tested on a regular basis. We welcome your comments and feedback about marketing techniques in this space.


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