June 5, 2020  
 
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Marketing a Used Restaurant Equipment and Supplies Business

There is little room for error in marketing a used restaurant equipment and supplies business in today's economy. Fortunately, we have the information you need to stay ahead of the curve and outperform the rest of the field.

Great used restaurant equipment and supplies business owners tend to possess solid marketing skills. Yet in this industry, the characteristics of able marketers aren't always obvious.

What to know the characteristics that distinguish leading used restaurant equipment and supplies businesses from average companies? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.

Leveraging Print Ads

Print advertising has been a marketing staple for used restaurant equipment and supplies businesses. Historically, Gutenberg's invention has been used for a broad range of commercial and promotional applications. But although businesses have more promotional options than ever before, there are many attractive venues for featuring your used restaurant equipment and supplies business in printed media. These days, the key to effective print advertising is to align the publication with your business goals and ROI requirements.

Customer Awareness

Many of the highest performing used restaurant equipment and supplies businesses go out of their way to maintain clear channels of communication with their customers. Consequently, market analysis has become a business priority. More often than not, failure to maintain a robust connection with the marketplace translates into poor brand recognition and lackluster sales. By improving market awareness, small companies can often establish more meaningful customer connections than their competitors.

Public Relations Strategies

Public relations is more subtle, but no less powerful than a full-blown marketing push. For example, if you buy a premium mailing list and use it to conduct a direct mail campaign, that's marketing. On the other hand, if the Sunday paper runs a story about your used restaurant equipment and supplies business, that's PR. Since PR leverages media outlets, it may cost nothing to acquire media placements that feature interesting storylines about your products and brand. The trick is learning how to pitch storylines to media professionals without sounding too promotional or sales-oriented.

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