June 3, 2020  
 
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Marketing an Institutional Uniforms Business

Marketing plays a central role in any company. But when it comes to an institutional uniforms business, your ability to market your brand can be the deciding factor between barely making it and achieving stellar industry success.

In an institutional uniforms business, a great business model doesn't guarantee solid revenues.

Concerned about customer loyalty? Producing high quality products isn't enough to lure customers back to your business. Cash is king in today's marketplace, so your marketing plan needs to focus on value messages.

Staffing Expertise

Assigning responsibility for the execution of a marketing strategy can be more difficult than creating it. In practice, a large number of business owners simply assume the role of marketer-in-chief, squeezing even more responsibilities into their already packed schedules. As a way to improve performance and time management, owners of institutional uniforms 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.

Building A Community Around Your Brand

Does your business have a social media presence? If not, you may be falling behind the rest of the marketplace. Whether they realize it or not institutional uniforms businesses need to do a better job connecting with their customers. There are many ways to launch a social media strategy. In our experience, it's helpful to begin with a direct mail campaign. Using vendor-provided mailing lists, you can broaden your reach by informing new contacts as well as established customers about your presence on popular sites like Facebook, Twitter and LinkedIn.

Directories

There are many different kinds of directories in which to list an institutional uniforms business. When all of your competitors are listed in a directory, you have no choice in the matter. To keep pace, competitive businesses must include the same directories in their plans for marketing institutional uniforms businesses to market segments. Premium directories may or may not deliver the ROI you expect to receive from paid marketing vehicles. Do your research and make sure any directory in which you list your business is capable of reaching enough likely customers to make it worth the effort. As consumers demonstrate a preference for online channels, make sure your listing include your company's web address and possibly even information about your social media presence.

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