We see marketing as the great equalizer, a business discipline capable of dramatically increasing a small company's footprint in the marketplace.
The right market approach lets smaller logging companies scale their visibility with consumers. What small companies lack in resources, they can make up for in marketing intelligence and expertise.
As a small business owner, it's tempting to think that you have what it takes to market your brand effectively. Maybe you do. But in our experience, there is no substitute for enlisting the services of a qualified marketing consultant. A good marketing firm will help clarify your logging company' most important brand characteristics. Without the presence of an experienced professional, it's easy to miss opportunities in the marketplace and focus your efforts on outdated tactics. As we continue to experience changes in the logging company arena, exposing your strategy to the influence of capable marketing professional should be a top priority.
Sloppy marketing programs have no place in growing logging companies. 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. When used in tandem with a quality mailing list provider, promotional calendars can ensure the continuous execution of direct mail campaigns.
Event and team sponsorships are a proven method for raising the public profile of logging companies. Successful sponsorships create connections with customers; ineffective ones alienate customers and drain your marketing budget. The key is to limit sponsorships to events that are attended by people who are regular logging company patrons. Community-wide events have value, but to maximize marketing impact, you'll need to pick and choose the events your business supports.
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