June 4, 2020  
 
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Marketing a Lumber Services Business

The value and earning capacity of a lumber services business largely depends on the quality of its marketing efforts. But great marketing takes a lot more than hanging a shingle and hoping for the best.

If you are a business leader who sees marketing as a path to give your lumber services business an edge over the competition you're not alone.

Top performers habitually integrate sound marketing concepts with market demands.

When It's Time to Rebrand

Rebranding can be the cornerstone of a successful marketing strategy. But unfortunately, many business owners choose to rebrand simply because they aren't sure what else to do. Rebranding is an intentional marketing technique designed to deliver long term results. For a lumber services business, owners are often inspired to rebrand after analysis has demonstrated that the current brand is losing its impact in the marketplace. Unless you are confident that you possess the skills necessary to rebrand your business, we advise consulting with a professional marketing firm before you introduce a new brand to your customers.

Multichannel Marketing Strategies

Are you up to speed on the multichannel marketing concept?. The time when brands could depend on monolithic marketing strategies are over. Now, growth-minded businesses need to populate multiple marketing channels with brand messaging.

A single channel approach just isn't enough for a lumber services business to remain competitive. So when you create your marketing strategy, you'll need to consider including print ads, flyers, and even online marketing tactics in the mix. The acquisition of reliable mailing lists from proven providers can expedite the transition, but ultimately your efforts to go multichannel may require the assistance of a marketing professional.

Broadcast Advertising

Broadcast advertising has clearly taken some hits over the past couple of decades. The number of consumers who tune-in to local TV and radio has plummeted, and the industry has struggled to regain its footing. But broadcast advertising hasn't disappeared entirely and lumber services businesses continue to find ways to attract audiences to their brand through broadcast media. Best practices for the use of broadcast advertising require businesses to evaluate their target audience's listening or viewing patterns and then tailor their media purchases to specific media outlets rather than blanketing the geography with brand messaging. When marketing lumber services businesses, local consumers may represent a sizeable portion of total revenues, making local radio and other broadcast media viable marketing channels -- but only to the extent that you match the station's audience to your customer base.

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