June 5, 2020  
 
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Marketing an Utilities Contractors Business

A profitable utilities contractors business is about more than supply and demand. It's about designing ways to entice new customers to engage with your products and to encourage existing customers to increase the frequency of their purchases.

There are no shortcuts to success in marketing an utilities contractors business. In this industry, the application of fundamental marketing tactics is more valuable than promotional fads and gimmicks.

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

Loss Leaders

The majority of utilities contractors businesses are willing to sustain a slight loss or breakeven position on certain products and service offerings as a way to attract customers. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. The key is to know your profit margins and use loss leader pricing to undercut the competition in targeted product categories. For utilities contractors businesses, loss leaders substantially increase customer traffic and create opportunities to expose new consumers to the brand. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.

Promotional Calendars

Uncoordinated and disjointed marketing plans tend to backfire on utilities contractors businesses. Promotional or marketing calendars coordinate the execution of your strategy and result in a more efficient use of both internal and external resources. When used in tandem with a quality mailing list provider, promotional calendars can ensure the continuous execution of direct mail campaigns.

Technological Expertise

To those of us who are familiar with today's marketing landscape, it's clear that technology and strategy have become inextricably linked. As a result, a primary concern of growth-oriented utilities contractors 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.

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