May 30, 2020  
 
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Marketing a Cranes and Derricks Parts and Accessories Business

Marketing plays a central role in any company. But when it comes to a cranes and derricks parts and accessories business, your ability to market your brand can be the deciding factor between barely making it and achieving stellar industry success.

Think tired marketing collateral is all you need to succeed in today's marketplace? Think again!

Winning strategies combine common sense marketing with the constantly evolving demands of the marketplace.

Geolocational Marketing

Smartphones have added a new wrinkle to small business marketing. Equipped with GPS components, today's smartphones give consumers the ability to perform navigation and other geolocational tasks. Since you're a cranes and derricks parts and accessories business owner, you can use that to your advantage. Exploiting geolocational capabilities requires sophisticated tools and marketing strategies. There are many ways to influence consumers through mobile GPS. However, in its simplest form, geolocational marketing enables consumers to identify a cranes and derricks parts and accessories business in their immediate area.

Product Knowledge

There is no substitute for being able to speak convincingly about your products in a cranes and derricks parts and accessories business. Whether you outsource marketing or handle it in-house, the more familiar marketing personnel are with your products' distinctive characteristics, the easier it will be to devise marketing strategies that differentiate your cranes and derricks parts and accessories business from the rest of the field. Product knowledge is so important that we advise SMBs to consult a marketing professional to identify and exploit their brands' product-based value propositions.

Media Monitoring

Some marketing initiatives lend themselves to simple measurement while others are more challenging. Direct mail can be evaluated by tallying the cost of inputs (e.g. a premium mailing list, printing, postage, etc.) and measuring the number of customer responses you receive from the campaign. However, measuring the amount of influence your brand has in the marketplace can be trickier. Fortunately, media monitoring has the ability to give your cranes and derricks parts and accessories business a sense of market presence and other variables that are difficult to quantify. If executed properly, media monitoring can help your brand get ahead of negative messaging and exert greater influence over news cycles.

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