April 4, 2020  
 
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Marketing a Gates and Operating Devices Business

The task of promoting a gates and operating devices business has to receive the highest priority in your organization. But what marketing techniques and strategies are successful in the current economy?

Sales, profitability, market share -- the things that matter most to business owners all come down to how well you market your brand and products.

Purpose in marketing is the key to success in this space. The most successful gates and operating devices businesses are intentional about devising and executing winning marketing strategies. 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.

Public Relations Strategies

Public relations is more subtle, but no less powerful than a full-blown marketing push. When gates and operating devices businesses leverage PR, they tell thought-provoking stories about their brand and products. In the process, they establish themselves as thought leaders and encourage the marketplace to give them a second look. Since PR leverages media outlets, it may cost nothing to acquire media placements that feature interesting storylines about your products and brand. The trick is learning how to pitch storylines to media professionals without sounding too promotional or sales-oriented.

Bundling

Messaging matters - but only to the degree that it communicates value to cost-conscious consumers. Businesses that bundle products tap into the market's psyche by creating the perception (real or imagined) of cost-savings. Nearly any type of business can tap into the benefits of bundling products or services, so it's easy to see how gates and operating devices businesses can leverage bundling to improve sales and attract new customers to the brand. Often, bundling is used to offload excess inventory or to pair a low profit product with one that has a higher markup.

Customer Awareness

Many of the highest performing gates and operating devices businesses go out of their way to maintain clear channels of communication with their customers. Consequently, market analysis has become a business priority. More often than not, failure to maintain a robust connection with the marketplace translates into poor brand recognition and lackluster sales. By improving market awareness, small companies can often establish more meaningful customer connections than their competitors.

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