June 5, 2020  
 
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Marketing an Auto Towing Equipment Business

At Gaebler, we've seen what great marketing can do for a small business. But if you own an auto towing equipment business, exceptional marketing may well be the determining factor in your long-term survival and success.

In an auto towing equipment business, a great business model doesn't guarantee solid revenues.

For industry insiders, it's becoming apparent that marketing ability is just as important as the quality of the deliverables you produce. On the upside, great marketing is a real possibility for a auto towing equipment business with a strong value proposition and a desire to achieve a visible market presence.

Marketing Collateral

Brochures, business cards, folders, direct mail pieces, and other types of promotional materials are called marketing collateral. For auto towing equipment businesses, it's important to make sure every piece of marketing collateral generate reinforces your brand and value proposition. To squeeze the most impact from your collateral, it needs to be targeted toward its recipients. Delivered to the wrong person, a valuable piece of collateral will collect dust. For example, if you're spending good money on a direct mail collateral, it's worthwhile to invest in a premium mailing list from a leading mailing list provider. The point is that if you go cheap on the backend, all of the money you invest in your auto towing equipment business's investment in collateral will be pointless.

Competitive Awareness

Competitive awareness is the starting point for creativity in marketing. There's nothing wrong with creativity, but if it precludes your messaging from being represented alongside other auto towing equipment businesses, there's a good chance that you're missing something. At a minimum, we recommend seeking a third-party perspective before you adopt any innovations that dramatically alter your marketing model.

Social Media Monitoring

Brand advocacy is a buzzword in marketing circles. What does it mean? Using consumer-oriented platforms to encourage customers to create user-generated content about your products and company, typically through social media. 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 auto towing equipment businesses need to be particularly sensitive about the potential for negative brand commentary on social media sites. If your brand is taking a hit from negative mentions, it's important to generate enough positive content to push negative mentions down in search rankings. The more positive mentions that exist, the more difficult it is for negative comments (generated through social media) to gain traction on search engines like Google and Yahoo.

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Given your interest in marketing and in auto towing equipment businesses, you might find these additional resources to be of interest.

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