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Marketing a Mailing Equipment and Supplies Business
Promotional tactics for mailing equipment and supplies 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.
The marketing model for a mailing equipment and supplies business has historically adapted to changes in consumer buying patterns and the market itself.
Still trying to figure out what differentiates mailing equipment and supplies businesses from average companies? It's strong messaging. And if your marketing vehicles aren't crystal clear, you could become a casualty of the marketplace.
Hiring A Marketing Firm
Eventually nearly all mailing equipment and supplies business leaders recognize their limitations and hire a marketing firm. Unless you have a marketing background, you won't be able to touch the ROI you'll receive from a professional firm. Does a marketing firm cost money? Sure, but not as much as you may think. When it's time to look for a marketing firm to represent your mailing equipment and supplies business, experience should trump other considerations. Avoid young marketing firms staffed exclusively with inexperienced hot shots. Novice marketers bring a lot of passion to the table, but they also tend to embrace high-risk marketing strategies that lack the payoff you'll get from an established firm.
Sloppy marketing programs have no place in growing mailing equipment and supplies businesses. Promotional or marketing calendars coordinate the execution of your strategy and result in a more efficient use of both internal and external resources. When used in tandem with a quality mailing list provider, promotional calendars can ensure the continuous execution of direct mail campaigns.
The majority of mailing equipment and supplies businesses understand that more customers will walk through the door if a few products are priced at less than full retail value. Although you may lose money on one product, you can make up for it buy selling a higher volume of other products. A classic mistake of loss leader marketing is to create pricing without researching the competition. In a worse case scenario, you could be counting on pricing that is higher than your competitors. For the majority of mailing equipment and supplies businesses, loss leaders substantially increase customer traffic and create opportunities to expose new consumers to the brand. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.
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