Marketing Plans for Niche Markets
Marketing a Wedding Tents Business
At Gaebler, we've seen what great marketing can do for a small business. But if you own a wedding tents business, exceptional marketing may well be the determining factor in your long-term survival and success.
Although innovation is important, consistency is critical when you market a wedding tents business. In this industry, the application of fundamental marketing tactics is more valuable than promotional fads and gimmicks.
In general, good business owners make good marketers. However, the most visible brands are always on the lookout for the marketing tactics competitive wedding tents businesses have incorporated into their marketing plans.
Loss Leaders
The majority of wedding tents businesses are willing to sustain a slight loss or breakeven position on certain products and service offerings as a way to attract customers. 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. For the majority of wedding tents 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.
Promotional Calendars
Sloppy marketing programs have no place in growing wedding tents businesses. Promotional or marketing calendars coordinate the execution of your strategy and result in a more efficient use of both internal and external resources. Consumer mailing lists from a respected provider can add value to your calendar by incorporating geographic and demographic consumer data into your promotional schedule.
Staffing Expertise
Right out of the gate, you are going to have to make an informed decision about who will be responsible for marketing your product offerings and your brand. For many business owners, in-house staffing is attractive because it can (theoretically) be performed by current employees and can give the owner more control over the process. As a way to improve performance and time management, owners of wedding tents businesses enlist the assistance of external marketing professionals. In addition to delivering a better overall outcome, marketing firms bring an objective perspective to your strategy and key messaging.
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