Basic Concept Of Government Marketing One Must follow

A government market is a group of consumers that consists of federal, state, and local government units of a country. The government spends a lot of capital on the development of a country. Here most government business is won by bidding procedure to ensure competition and a fair deal. These are utilized by the government for the welfare of a nation.

Government agencies are gradually adopting various kinds of government marketing strategies to increase brand awareness. They are using data-driven marketing strategies to reach better and obtain government contracts.

The marketing method involves treating government departments as a targeted market. The agencies try to understand the culture and buying process which is comparatively more complex than the private sector. As government imposes strict rules and policies, therefore, government marketing is a critical process to execute. The ultimate purpose is to influence the government and create good relations with them.

Characteristics of government market

In the government market, only government-funded institutes are considered and it is the place to make purchases that help perform the direct functions of government. They take special care of legal procedures to buy some product or service. They have specific characteristics.

There are specific procedures of procurement to avoid illegal activities. When a government wants to purchase something, it goes through the public bidding process. As a result, sellers propose a wide range of offers

Government institutes are supposed to show the spending decisions to the public that is why they keep monitoring contractors strictly. Contract execution requires a lot of legal paperwork for the sellers. Companies that work with the government have facilities to look after these criteria.

The sales cycle involves a long process that takes several months to reach to conclusion of making decisions.

Government tends to prefer certain sellers. They prefer domestic suppliers and small businesses which helps the economy.

Due to all these characteristics, government marketing requires a different approach.

Ideas & ways of government marketing

First and foremost, it is essential to market a product or a service with a government-focused marketing plan. A value-based understanding of your company can lead to successful government contracts. Understanding the scope and abilities to offer the government requires a lot of evaluation. A web presence that specifically focuses on government can help to generate sales. Having government-focused statements to portray capabilities will make the government identify the pros of each agency. It also requires certain certifications which show that a company or a firm is qualified to obtain government contracts. 8(a) business development program is for small and economically disadvantaged businesses. GSA schedule gives firms enhanced access to government contracts.

For government marketing, you need a method that can build a bureaucratic advertising process. The differentiator of a firm should not look like a rival. Getting into purchasing procedure sooner is a vital aspect to remember. Federal sales marketing requires a marketing analyst for critical analysis. One needs to understand how products and services are procured by government agencies. Marketing analysts gather an in-depth understanding of a firm that wants to sell. Learn to start making contacts in the government and position your firm as a leader in that particular field. Creating a pricing strategy is crucial to placing the products or services in the federal marketplace. Understand the competitors and potential contractors to make the right decisions.

An overall business plan for execution is needed in general to start operations. Target specific government contractors and keep flexibility in the overall business plan. Identify new resources for your firm to achieve government marketing goals.


Government marketing is unlike any other commercial marketing in the private sector. The approach, as well as the concerns, are different. Government prioritizes the legal procedures more without being biased. It is a systematic approach to obtaining contracts and making fair deals. One must have precise knowledge before jumping to the execution level. Some companies provide federal sales marketing training. So search and get an in-depth understanding of these pieces of training and get certifications through development programs.



Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Government Marketing

Since 2009, Government Marketing Inc. has been helping small businesses use their SBA Certifications and the GSA to its’ full potential.