July 9, 2020  
 
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Marketing an Outplacement Services Business

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

If you're hoping to leverage marketing to give your outplacement services business a larger market presence you're not alone.

Common sense and practical decision making are part of the marketing equation. However, the most visible brands are always on the lookout for the strategies that other outplacement services businesses utilize in the marketplace.

Loss Leaders

The majority of outplacement services businesses frequently sell specific products at ridiculously low margins to boost traffic and new customer acquisition. Although you may lose money on one product, you can make up for it buy selling a higher volume of other products. But to be effective, loss leader marketing requires planning, especially in product selection and price points. For outplacement services businesses, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. With adequate preparation, a loss leader promotion can be publicized through all of your company's marketing channels, including the company website.

Managing Negative Publicity

Not sure how to handle negative PR? You're not alone. It's a probably faced by many outplacement services businesses. But the time to address your response to negative publicity is before it happens. If you wait until a crisis hits, it's already too late to control the message. PR savvy outplacement services businesses work with consultants to develop a crisis response plan that can be executed on a moment's notice. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.

Marketing Expertise

Don't have a background in marketing? That shouldn't stop you from taking a larger promotional role in your company by educating yourself about today's most effective marketing concepts. Entrepreneurs and leaders of outplacement services businesses need to make every dollar count, especially when it comes to their marketing budgets. When in doubt, tap into either an internal or external knowledge base to design your company's marketing strategy.

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