October 20, 2020  
 
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Marketing a Gliders and Sailplanes Business

Promotional tactics for gliders and sailplanes businesses are exceptionally diverse. But in our experience, there are a handful of tips and strategies that will deliver the best return for your marketing efforts.

Marketing a gliders and sailplanes business has historically adapted to changes in consumer buying patterns and the market itself.

A lack of marketing experience can sometimes be overcome through persistence and innovation, two key features of gliders and sailplanes business marketing success.

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. To maintain marketing momentum, many gliders and sailplanes businesses enlist the assistance of external marketing professionals. In addition to delivering a better overall outcome, marketing firms bring an objective perspective to your strategy and key messaging.

Loss Leaders

The majority of gliders and sailplanes 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 gliders and sailplanes 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

If marketing is a stock car racing full throttle toward a consumer audience, PR is a vintage Cadillac teasing consumers and inviting them to take a closer look. For example, if you buy a premium mailing list and use it to conduct a direct mail campaign, that's marketing. On the other hand, if the Sunday paper runs a story about your gliders and sailplanes business, that's PR. 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.

Additional Marketing Advice and Related Articles

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