Marketing Window Film In The Great Recession- Do's & Don'ts
At the risk of helping my competition the real question is "Can you afford not to invest in marketing during this recession?"
The window film manufacturers have answered that question with a resounding YES.
They have reduced their already pathetically low advertising budgets since they are losing both top line and bottom line sales.
You can feel smell their fear as they back out of SEMA exhibiting, print media and any type of mass marketing media like TV or radio.
These window film wimps spend their reduced income on pathetic attempts at pay per click sponsored ad words on Google or Yahoo and BING.
I can only imagine their meetings where a marketing dimwit brags about how many impressions they received last month.
Here in the "Real World" where businesses need to earn profits to support our advertising efforts we can hardly place any optimism on the number of impressions. We need leads, sales calls and closed orders to survive.
This leads us to the next question: "If we should continue advertising how do we maximize profits and margins?"
This is an extremely important issue and one well worth exploring for a window film business.
The key success factor is differentiation.
If you are one of a dozen companies offering the same solution why would you expect your ads to work for you?
There seems to be a Subway shop in every neighborhood. Obviously were you to own this franchise in your neighborhood you would only run ads in your local community.
Take some of the window film brands where there are dozens of dealers offering the very same film solution; the exact same brand.
The window film manufacturers and their distributors will advise you to advertise your unique qualifications. I suppose that would include an inability to use your brain?
No!
If you advertise a brand or a film solution that can be offered by more than 3-4 competitive dealers you will have to rethink your marketing position.
Your advertising will bring out your bottom feeder, schmuck with truck competitors who do not have your marketing overhead, plus they offer the same product at a lower price.
These folks sell what you offer without having a place of business, liability insurance or certainly your advertising costs.
You are the sucker for these competitors and your manufacturer who set these bozos up to compete against you!
This is the Catch 22 that you'll have to overcome.
More to come. .
We assist dealers just like you across the USA. Call toll free 877-575-3456
We can show you the path to profitability in your market.
Window Film USA
They have reduced their already pathetically low advertising budgets since they are losing both top line and bottom line sales.
You can feel smell their fear as they back out of SEMA exhibiting, print media and any type of mass marketing media like TV or radio.
These window film wimps spend their reduced income on pathetic attempts at pay per click sponsored ad words on Google or Yahoo and BING.
I can only imagine their meetings where a marketing dimwit brags about how many impressions they received last month.
Here in the "Real World" where businesses need to earn profits to support our advertising efforts we can hardly place any optimism on the number of impressions. We need leads, sales calls and closed orders to survive.
This leads us to the next question: "If we should continue advertising how do we maximize profits and margins?"
This is an extremely important issue and one well worth exploring for a window film business.
The key success factor is differentiation.
If you are one of a dozen companies offering the same solution why would you expect your ads to work for you?
There seems to be a Subway shop in every neighborhood. Obviously were you to own this franchise in your neighborhood you would only run ads in your local community.
Take some of the window film brands where there are dozens of dealers offering the very same film solution; the exact same brand.
The window film manufacturers and their distributors will advise you to advertise your unique qualifications. I suppose that would include an inability to use your brain?
No!
If you advertise a brand or a film solution that can be offered by more than 3-4 competitive dealers you will have to rethink your marketing position.
Your advertising will bring out your bottom feeder, schmuck with truck competitors who do not have your marketing overhead, plus they offer the same product at a lower price.
These folks sell what you offer without having a place of business, liability insurance or certainly your advertising costs.
You are the sucker for these competitors and your manufacturer who set these bozos up to compete against you!
This is the Catch 22 that you'll have to overcome.
More to come. .
We assist dealers just like you across the USA. Call toll free 877-575-3456
We can show you the path to profitability in your market.
Window Film USA
Posted by Mike Feldman at 10/25/2009 8:21 AM 
Categories: Consulting Coaching
Tags: window film marketing
Categories: Consulting Coaching
Tags: window film marketing
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