June 4, 2020  
 
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Marketing a Roofing Equipment and Supplies Business

Marketing a roofing equipment and supplies business can be a daunting task for new entrepreneurs. But with consumer demand on the rise, marketing skills are becoming increasingly important for roofing equipment and supplies business owners and managers.

A single characteristic divides today's best roofing equipment and supplies businesses from companies at the bottom of the food chain.

Common sense and practical decision making are part of the marketing equation. But to rise to the top of the industry, you'll need to gain a deeper understanding of the marketing tactics competitive roofing equipment and supplies businesses have used to achieve success.

Directories

Directories are a common tool for finding a roofing equipment and supplies business. When all of your competitors are listed in a directory, you have no choice in the matter. To keep pace, competitive businesses must include the same directories in their plans for marketing roofing equipment and supplies businesses in a region or territory. Premium directories may or may not deliver the ROI you expect to receive from paid marketing vehicles. Regardless of whether it is a premium or free listing opportunity, every directory needs to be evaluated on its own merits. Some directories may also let you list more than your name and contact information, so be sure to ask whether your listing can include a logo and other information about your business.

Managing Negative Publicity

Not sure how to handle negative PR? You're not alone. It's a probably faced by many roofing equipment and supplies businesses. The worst way to handle negative buzz is to put off developing a response until reporters are pounding on your door, demanding a comment from a company spokesperson. PR savvy roofing equipment and supplies businesses work with consultants to develop a crisis response plan that can be executed on a moment's notice. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.

When It's Time to Rebrand

There are many reasons why it might be time to begin a rebranding initiative - but a lack of alternative tactics is not one of them. That's not how rebranding works. Instead, rebranding should be performed for the right reasons. For a roofing equipment and supplies 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.

Additional Marketing Advice and Related Articles

Ready to learn more? You may find these additional resources to be of interest.

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What challenges have you experienced in marketing your roofing equipment and supplies business? How did you overcome those challenges? If you have practical insights about marketing, we'd like to hear from you.


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