When business owners think of installing a lift, or an additional lift, into their building structure, they are often considering the utility of such a construction. They know that people will have greater ease moving from floor to floor, and they can also place heavy equipment and supplies in the lifts. They know they have a range of options from which to choose, including a vacuum elevator, a customized lift, and so forth, but they don't always realize how these varying options help to serve marketing purposes.

Installing a lift, or additional lifts, can actually help to promote more business. In the 21st century, most buildings are working toward creating reasonable accommodations for people with disabilities. If an individual in a wheelchair enters a building with no elevator, he or she cannot ascend to any of the other floors. Installing a lift designed for people helps to make the building more accessible to individuals with disabilities. Even for people without disabilities, ascending multiple flights of stairs may prove arduous or aggravating. A mother pushing a stroller with an infant and holding her toddler's hand is unlikely to venture into a multi-story building without a lift, and an elderly person who must walk with great precision is likely to turn away as well. Therefore, when companies add lifts, they are allowing for more people to use their services and purchase their products.

Adding a lift into a building can also help to make it more aesthetically pleasing. For example, envision a large skyscraper in a major city with glass windows that showcase the interior elements of the building. Selecting a glass lift helps to complement the style of the building, but it also serves an important tourism and marketing purpose. As people ascend and descend the floors of the building, they can catch stunning views of the bustling urban life below them. Placing a sign in the window of the lift also serves an advertising purpose. People on the outside can see what services and products the building has to offer, or they can obtain information about the view they will see if they themselves ride in a lift.

Therefore, when companies install a lift in their building, they are helping to drive more traffic to the business. Now, the different floors are more accessible to all people, and some types of lifts can even serve as accessories to the goods and services.