June 1, 2020  
 
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Marketing an Oxygen Equipment Rental Business

Trying to market an oxygen equipment rental business? It's a crowded marketplace, but with dedication and persistence, great marketing can help your business outperform larger competitors.

A high-quality marketing plan connects your company to your customers. Without it, you'll quickly find your oxygen equipment rental business isolated from your base.

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. For many business owners, in-house staffing is attractive because it can (theoretically) be performed by current employees and can give the owner more control over the process. As a way to improve performance and time management, owners of oxygen equipment rental businesses enlist the assistance of external marketing professionals. A high quality marketing firm can deliver a much better ROI than internal stakeholders who aren't primarily focused on marketing functions.

Managing Negative Publicity

Not sure how to handle negative PR? You're not alone. It's a probably faced by many oxygen equipment rental businesses. The worst way to handle negative buzz is to put off developing a response until reporters are pounding on your door, demanding a comment from a company spokesperson. PR savvy oxygen equipment rental 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.

Broadcast Advertising

In an entertainment on-demand universe, broadcast TV and radio have been the big losers. Broadcast advertising is down - but it's not out. Today's leading oxygen equipment rental businesses are leveraging broadcast media to perform specific aspects of their marketing strategies. Best practices for the use of broadcast advertising require businesses to evaluate their target audience's listening or viewing patterns and then tailor their media purchases to specific media outlets rather than blanketing the geography with brand messaging. For oxygen equipment rental businesses, the target audience is almost always local or regional. For broader reach, you'll likely need to look beyond broadcast venues and explore other online and offline marketing vehicles.

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Conversation Board

What challenges have you experienced in marketing your oxygen equipment rental business? How did you overcome those challenges? If you have practical insights about marketing, we'd like to hear from you.


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