October 30, 2020  
 
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Marketing a Drying Equipment Industrial Business

Small and medium size drying equipment industrial businesses can compete and even outperform larger competitors. All it takes is the right marketing plan.

We see marketing as the great equalizer, a business discipline capable of dramatically increasing a small company's footprint in the marketplace.

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

Marketing Collateral

There is nothing insignificant about marketing collateral. Even small pieces of marketing content, from business cards to product sheets, say something about your drying equipment industrial business. To squeeze the most impact from your collateral, it needs to be targeted toward its recipients. Delivered to the wrong person, a valuable piece of collateral will collect dust. Collateral distributed through direct mail channels realizes its highest return when it is paired with an updated mailing list from a top mailing list vendor. If you're like most business owners, you invest substantial resources in the creation of quality collateral. If you don't invest similar resources in mailing lists and other distribution channels, your drying equipment industrial business's brochures, direct mail letters and other content has no value.

Do We Really Need A Logo?

Having a strong logo for a drying equipment industrial business makes an enormous difference in your company's promotional impact. In tight markets, logos differentiate one company from the next. More importantly, a good logo can differentiate your value proposition from your competitors. Although it's possible to create your own logo, most internally generated logos lack polish and punch. Even if your logo concept sounds simplistic, we recommend contracting your logo to a professional marketing and design firm because it's likely that the logo will be the face of your company for years to come.

Price Matching

Don't underestimate the importance of competitive pricing in this industry. Even though you've worked hard to create a unique value proposition, cost concerns are serious issues for buyers. Without price matching, if they can locate lower pricing from a competing drying equipment industrial business, customers will transfer loyalty to the competition - and take their friends with them. Today's consumers are educated and informed. They use social media and other tools to identify the best pricing, making it imperative for small business to consider the value of a well-publicized price matching strategy.

More Articles on Marketing

Ready to learn more? You may find these additional resources to be of interest.

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Selling a Drying Equipment Industrial Business

Creating an Effective Marketing Strategy

Yellow Pages Advertising


Conversation Board

The drying equipment industrial 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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