October 30, 2020  
 
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Marketing a Hoisting and Rigging Equipment Rental Business

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

The marketing model for a hoisting and rigging equipment rental business has historically adapted to changes in consumer buying patterns and the market itself.

The marketplace is constantly shifting to accommodate consumer demand and that means businesses need to adapt their marketing requirements accordingly. The consistent application of solid marketing principles is one of the few business requirements that has stayed the same.

Promotional Calendars

Sloppy marketing programs have no place in growing hoisting and rigging equipment rental businesses. A strategy chocked full of time-sensitive ad placements and other tactics can devolve into a tangled mess of overlapping deliverables unless it is coordinated in a promotional calendar. Good calendars include not only tactical deadlines, but also schedules for the inputs (e.g. staff assets, vendors, etc.) that are required to execute strategic objectives. Many list vendors appreciate promotional calendars because they are useful for timing the delivery of the resources your business needs to meet strategic objectives.

Product Knowledge

There is no substitute for being able to speak convincingly about your products in a hoisting and rigging equipment rental business. Whether you outsource marketing or handle it in-house, the more familiar marketing personnel are with your products' distinctive characteristics, the easier it will be to devise marketing strategies that differentiate your hoisting and rigging equipment rental business in the competitive arena. If necessary, conduct product information meetings before launching a major marketing initiative.

Social Media Monitoring

The use of social media as a marketing tool is the latest wave to overtake the small business community. Combined with a functional company website, social media attracts new customers and converts them to brand advocates. Social media can quickly go negative, turning brand advocacy into "badvocacy", a scenario in which consumers and users create content deriding your company and your products. All hoisting and rigging equipment rental businesses are especially vulnerable to negative exposure through social media. If your brand is taking a hit from negative mentions, it's important to generate enough positive content to push negative mentions down in search rankings. The more positive mentions that exist, the more difficult it is for negative comments (generated through social media) to gain traction on search engines like Google and Yahoo.

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Given your interest in marketing and in hoisting and rigging equipment rental businesses, you might find these additional resources to be of interest.

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