May 28, 2020  
 
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Marketing an Electric Instruments Business

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

Need to improve the effectiveness of your marketing channels for your electric instruments business? That's becoming a common theme these days, especially in this market sector.

Winning strategies combine common sense marketing with the constantly evolving demands of the marketplace.

Technological Expertise

The field of marketing has embraced the digital age with enthusiasm and vigor. Although that doesn't make the marketing fundamentals that applied twenty years ago invalid, many marketing principles are being reinterpreted through the lens of today's technology. One of the things that needs to be considered by electric instruments businesses tends to be a search for news to leverage technology to scale up the organization's promotional firepower. Despite the initial cost associated with many technological solutions, the long-term payoff for the right technologies almost always outweighs the upfront expense.

Cost Tracking

The economy is a constant concern for people who own an electric instruments business. For direct mailing campaigns and other strategic initiatives, it's hard to argue with the ROI you receive from updated mailing lists provided by the industry's leading list vendors. Good mailing lists are money in the bank; they deliver leads, revenue and most importantly, new customers.

In addition to purchasing first-rate mailing lists, we advise our business partners to carefully track the costs and returns for each of their marketing channels. If a specific marketing channel fails to meet your expectations, consult with a professional marketing firm about how to make the channel more productive or eliminate it from your marketing mix.

Loss Leaders

The majority of electric instruments businesses are willing to sustain a slight loss or breakeven position on certain products and service offerings as a way to attract customers. When applied skillfully, a loss leader marketing strategy can lead to overall gains in revenue. But to be effective, loss leader marketing requires planning, especially in product selection and price points. For electric instruments businesses, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. Also, it's important to carefully consider the quantity of discounted products you are willing to offer at the loss leader price since stockpiling or a high volume of loss leader sales can negate the revenue benefits of this strategy.

More Articles on Marketing

Ready to learn more? You may find these additional resources to be of interest.

Selling an Electric Instruments Business

Marketing Strategy Examples


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Have something to add on this topic? We're always interested in hearing about new strategies for marketing to electric instruments businesses, and we welcome your feedback, tips, and questions!


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