June 2, 2020  
 
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Marketing a Drafting Services Business

Looking for innovative ways to market a drafting services business? Although you there are no magic bullets that will enable you to dominate the industry, there are several things you can do to improve visibility and market presence.

A single characteristic divides today's best drafting services businesses from companies at the bottom of the food chain.

Ready for some marketing advice that will help you grow your business? From our vantage point, it's clear that profitable drafting services businesses leave no stone unturned when it comes to marketing strategy. The inclusion of innovative tactics and techniques is important, but the consistent application of sound marketing principles may be the most important factor in raising your brand's visibility with buyers.

Hiring A Marketing Firm

Think you can handle your own marketing? There is a reason why many drafting services business leaders recognize their limitations and hire a marketing firm. Unless you have a marketing background, you won't be able to touch the ROI you'll receive from a professional firm. Once you decide to hire a professional marketing firm for your drafting services business, experience should trump other considerations. Marketing firms that lack industry experience are sometimes unfamiliar with competitive marketing channels and may not understand the value propositions that dominate industry messaging.

Public Relations Strategies

The beauty of PR is that it can raise awareness of your offerings in a very credible and cost-effective fashion. 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 key to effective PR is to use nuanced messaging to attract the attention of reporters and media representatives. If reporters smell promotional content, they will back off from the story or create their own narrative.

Loss Leaders

Like many businesses, drafting services businesses are willing to sustain a slight loss or breakeven position on certain products and service offerings as a way to attract customers. 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. When used in drafting services businesses, this approach is most advantageous when it is coupled with a promotion for complementary products or services that are offered at full pricing. Also, it's important to carefully consider the quantity of discounted products you are willing to offer at the loss leader price since stockpiling or a high volume of loss leader sales can negate the revenue benefits of this strategy.

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What challenges have you experienced in marketing your drafting services business? How did you overcome those challenges? If you have practical insights about marketing, we'd like to hear from you.


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