March 29, 2020  
 
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Marketing a Vending Machine Merchandise Business

Trying to market a vending machine merchandise business? It's a crowded marketplace, but with dedication and persistence, great marketing can help your business outperform larger competitors.

Great vending machine merchandise business entrepreneurs tend to possess solid marketing skills. However, capable marketing is elusive for many leaders in this industry.

It's not hard to convince most business owners that marketing plays a vital role in strategic planning. With marketing pressure at an all-time high, your business needs to incorporate tactics designed to position a vending machine merchandise business at the top of the heap.

Marketing Expertise

Whether you're a marketing newbie or a seasoned veteran, you need to make a deliberate effort to educate yourself about innovative marketing principles. Resources are limited and most vending machine merchandise businesses can't afford to invest large sums of money in untested strategies or first-time marketers. Although a learning-by-doing approach is typical in this industry, we advise young marketers to seek the input of experienced professionals before committing time and resources to untested marketing concepts.

Loss Leaders

Like many businesses, vending machine merchandise businesses understand that more customers will walk through the door if a few products are priced at less than full retail value. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. 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 vending machine merchandise businesses, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.

Public Relations Strategies

Public relations is more subtle, but no less powerful than a full-blown marketing push. If you want to send unrestricted marketing messages to your audience, buy a mailing list and perform a direct mail campaign. But if your strategy calls for sophistication, media buy-in and thought leadership, hire a PR consultant. The art of storytelling is a core PR competency. Storylines need to be believable and objective while communicating your brand's strengths and value proposition.

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