October 29, 2020  
 
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Marketing a Fence Business

Looking for innovative ways to market a fence 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.

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

By leveraging today's best marketing techniques, any fence business owner can rise to the challenge and create a marketing plan that highlights the value of their business and product offerings

Generating Buzz

Good buzz is a mythical creature in marketing circles. Although it's rumored to exist, it's hard to nail down. You've heard it said before: Word of mouth is the best form of promotion for products and brands. For a fence business, meaningful brand conversations have the ability to transform the impact of your marketing efforts. The process begins with developing communication vehicles and mechanisms that invite discussion. Social networking and other online strategies can play a foundational role when they are performed in tandem with face-to-face interactions and industry networking.

Loss Leaders

Smart fence businesses understand that more customers will walk through the door if a few products are priced at less than full retail value. When applied skillfully, a loss leader marketing strategy can lead to overall gains in revenue. But to be effective, loss leader marketing requires planning, especially in product selection and price points. For the majority of fence businesses, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. With adequate preparation, a loss leader promotion can be publicized through all of your company's marketing channels, including the company website.

Public Relations Strategies

Public relations is more subtle, but no less powerful than a full-blown marketing push. 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.

Additional Marketing Advice and Related Articles

Given your interest in marketing and in fence businesses, you might find these additional resources to be of interest.

Selling a Fence Business

Television Advertising Costs


Conversation Board

The fence 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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