February 25, 2020  
 
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Marketing a Video Equipment and Supplies Rental and Leasing Business

It's becoming more and more difficult for video equipment and supplies rental and leasing businesses to rise above the clamor of the marketplace. Innovative marketing strategies may be your best bet for out-promoting -- and outperforming -- the competition.

Novice marketers are typically unprepared for the challenge of promoting brands and products in the competitive arena.

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 video equipment and supplies rental and leasing business at the top of the heap.

Loss Leaders

The majority of video equipment and supplies rental and leasing businesses frequently sell specific products at ridiculously low margins to boost traffic and new customer acquisition. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. But to be effective, loss leader marketing requires planning, especially in product selection and price points. When used in video equipment and supplies rental and leasing 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.

Product Knowledge

Product knowledge is a fundamental requirement for marketing a video equipment and supplies rental and leasing business. Small product details translate into key value propositions which are critical for distinguishing a video equipment and supplies rental and leasing business from the rest of the field. If you can't articulate your products' unique characteristics, your messaging - and revenue stream - will suffer.

Promotional Calendars

Uncoordinated and disjointed marketing plans tend to backfire on video equipment and supplies rental and leasing businesses. A strategy chocked full of time-sensitive ad placements and other tactics can devolve into a tangled mess of overlapping deliverables unless it is coordinated in a promotional calendar. Good calendars include not only tactical deadlines, but also schedules for the inputs (e.g. staff assets, vendors, etc.) that are required to execute strategic objectives. When used in tandem with a quality mailing list provider, promotional calendars can ensure the continuous execution of direct mail campaigns.

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The best marketing advice often comes from your peer business owners. Do you have any tips or advice on marketing a video equipment and supplies rental and leasing business? We'd love it if you could share them by posting a comment below. What marketing initiatives have you tried and how did they work out for you?


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