Four Ways to Make Marketing a Priority

Posted on: July 28th, 2014 by Rob Baumhover


HME Retailers,

With day-to-day business operations keeping you busy, and a tight bottom line to be mindful of, it can be difficult for small businesses to take the time and allocate the funds to market their products and services. However, marketing is an important aspect of every business that should remain at the forefront. Remember: The only way for a retail business to thrive long term is by having customers visit their store. Marketing is the most effective way to ensure you are continually bringing new customers through your door!

Here are four ways to make marketing a priority:

1.Think like a Big-Box store:

For many HME Retailers, large chain stores like Wal-Mart or Bed, Bath and Beyond are their biggest competitors. These stores appear to have a ‘built-in’ customer base and the funds for elaborate and large-scale advertising campaigns. Although these chain stores often far exceed the average HME store in size, don’t rule out their clever advertising campaigns as something you can pull off yourself!

Have you ever received a postcard or coupon in the mail from a Big-Box store offering a special deal or discount? This type of advertising gives the Big-Box stores a lot of traction and can be highly effective for HME retailers too! Try sending postcards or coupon mailers offering special discounts to your current and potential customers. Buying a list of ‘leads’ based on customer demographics in your area is a great start! Making your marketing pieces interesting and eye-catching is essential, and will help to give your business a professional edge and raise your company’s brand awareness.

2.Learn from other small businesses:

No one knows which types of marketing work best for small businesses in your area better than other small businesses! Pay attention to how other small, independent retailers are marketing themselves. Look at all varieties of media when searching for examples, including TV commercials, billboards, radio, magazines, websites, social medial, brochures and pamphlets, community events, etc. Try following the lead of others and do what’s working for them. Be sure to monitor your success and keep track of your return on investment!

3.Learn what works best for you:

Not all marketing efforts will appeal to every audience. With this in mind, it’s important to know what forms will most effectively reach your ideal customers. When helping a new customer in your store, ask how they heard about your business. Use this information to explore ways to increase traffic via this type of media. You may often find that word-of-mouth marketing is key!

Utilize your loyal customers too by asking if they saw your latest advertisement. Get their feedback and find ways to improve. By doing this, you’ll find out what your customer base responds to most when it comes to marketing.

4.Marketing builds trust:

The more a consumer knows about a business, the more they trust in the quality of that businesses’ products and services. Building your brand recognition and informing the community about all of the services you offer will have people turning to you for all their HME needs. The more people trust you, the more likely they are to buy your products, use your services, and continue returning to your store. Getting your company’s name and logo on pens and other novelty items, billboards, local news articles, community sponsored events etc. is a great way to get your name out there and establish trust in your local community.

Keep in mind: Building trust takes time. It may take a while to establish a loyal fan base, but once you do, you’ll have customers for life.


With marketing and advertising, it’s important to keep in mind that you won’t always see results overnight. It takes time to build your message and reach the right customer. Don’t get discouraged – Give your efforts some time, keep track of results, monitor ROI, and keep researching and brainstorming new and unique ways to get your name out there!

For more information about marketing your HME business, give VGM Retail a call at 855.285.3300 or contact us at [email protected] to learn how we can help you reach your retail goals.