September 26, 2020  
 
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Marketing an Alterations and Tailoring Equipment and Supplies Business

You have to be light on your feet to stay ahead of the curve these days, especially when you're promoting an alterations and tailoring equipment and supplies business. We have the information you need to create a nimble, yet effective marketing strategy for your business.

We see marketing as the great equalizer, a business discipline capable of dramatically increasing a small company's footprint in the marketplace.

Good business sense gets you started on the path to marketing success. But to achieve your goals, there are some other things you'll also need to learn about marketing an alterations and tailoring equipment and supplies business.

Social Media Monitoring

The use of social media as a marketing tool is the latest wave to overtake the small business community. Combined with a functional company website, social media attracts new customers and converts them to brand advocates. Social media can quickly go negative, turning brand advocacy into "badvocacy", a scenario in which consumers and users create content deriding your company and your products. All alterations and tailoring equipment and supplies businesses have too much at stake to ignore derogatory social media mentions. To counter negative social media, you'll need to monitor your brand's online presence and enter the conversation, redirecting negative discussions toward more positive topics.

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 alterations and tailoring equipment and supplies business, that's PR. 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.

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. Entrepreneurs and leaders of alterations and tailoring equipment and supplies 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.

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Given your interest in marketing and in alterations and tailoring equipment and supplies businesses, you might find these additional resources to be of interest.

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Conversation Board

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