One of the advantages of going into business in the uniform industry is that no one can question the value of your products. Professional gear serves a number of clear purposes, including improving the safety of your workers, helping you to organize your operations, and reducing your use of energy and other scarce resources. Given that your products have so many important features, you have a unique opportunity to appeal to customers’ values and morals. By marketing yourself as a company that makes the workplace and the world better, you cause customers to feel good about buying from you, encouraging them to stick with your brand for the long haul.
The Relationship Between Values & Marketing
Both individual customers and business clients are increasingly basing their purchasing decisions on what they think is right. People recognize that by paying for a product, they are voting for the market to produce more products like it and more companies like the one that made it. They thus seek products that promote the things they believe in, such as:
- Environmental Sustainability- With climate change, ocean acidification, and other environmental issues on the horizon, customers and business clients want to shop in such a way that protects the planet. There are many ways to tie your uniforms to environmental causes. Not only can you stock and sell uniforms and gear that are sustainably sourced, but you can help customers identify ecological benefits of using your products. If your uniforms help keep workers warm in cold months, for example, that means your clients won’t have to spend as much energy on heating, lowering their carbon footprints.
- Employee Safety- While modern society has made significant strides in reducing workplace injuries and fatalities, there are many fields where employees are still at great risk. Safety issues are particularly prevalent in fields like construction, where employees have to work at great heights or with heavy machinery. Uniforms have the potential to improve safety in these fields, both by making it easier for workers to identify each other and by helping them to carry protective equipment.
- Enhanced Efficiency- A central value for successful businesses is that “the customer is always right,” and uniforms have the potential to help your clients achieve this value. By improving organization in the workplace, you make it easier for clients to serve customers efficiently and effectively.
These and other values are highly appealing to both individuals and business customers, which is why they must play a central role in your uniform marketing strategy. Emphasize safety, environmental responsibility, and efficient customer service on your product pages. Then supplement this by creating written and video content that focuses on the way your gear can promote positive values in the workplace. The better you are at making this point, the more customers and business clients will want to buy for you.
For more information on effective marketing for uniforms and gear, contact UniformMarket today.