October 27, 2020  
 
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Marketing a Door and Door Frame Hardware and Parts Business

The value and earning capacity of a door and door frame hardware and parts business largely depends on the quality of its marketing efforts. But great marketing takes a lot more than hanging a shingle and hoping for the best.

For every door and door frame hardware and parts business winner, there many more door and door frame hardware and parts businesses that never got off the ground.

Common sense and practical decision making are part of the marketing equation. However, the most visible brands are always on the lookout for the marketing tactics competitive door and door frame hardware and parts businesses utilize in the marketplace.

Staffing Expertise

Assigning responsibility for the execution of a marketing strategy can be more difficult than creating it. For many business owners, in-house staffing is attractive because it can (theoretically) be performed by current employees and can give the owner more control over the process. As a way to improve performance and time management, owners of door and door frame hardware and parts businesses enlist the assistance of external marketing professionals. Outsourcing is less expensive than maintaining an internal marketing unit and it ensures that your company's marketing plan receives the attention it deserves.

Marketing Ethics

Some marketing strategies may be effective, but don't make the grade in the area of ethics. Industry-leading door and door frame hardware and parts businesses subscribe to a strict ethical marketing code, even when competitors intentionally mislead customers with exaggerated claims and falsehoods. When it comes to direct mail, it's important to know the source of your contacts. To maintain compliance with ethical standards, we recommend outsourcing list generation to reputable providers.

Loss Leaders

Smart door and door frame hardware and parts 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 door and door frame hardware and parts 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.

More Marketing Tips and Related Articles

These additional resources offer more insights into marketing, door and door frame hardware and parts businesses, and related topics.

Marketing Programs

How to Segment Markets

Selling a Door and Door Frame Hardware and Parts Business

Advertising on Billboards


Conversation Board

There's more to discuss that we can cover in a single article. If you have any additional comments or questions, please let us know. We'd also appreciate if you let others know what you've tried as far as marketing goes and how it worked out for you.


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