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Thread: tons of adverting cold calls

  1. #11

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    I usually don't even look at the back of a grocery store receipt, but once I noticed there was an ad which was good for 18 donuts for the price of 12. I happened to need to buy refreshments to bring to a meeting the following week, so I kept the receipt and used the coupon.

    So at least the advertising on the back of a grocery store receipt worked that time.

  2. #12
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    What city do you service/advertise in? What is your business? How much money do you have to spend on advertising? Answer and analyze all of the questions about your business's target market, the market of the grocery store contacting you and the market of the town the store is located in. Advertising is always useful and pretty much a necessity. It's just a matter of deciphering where your target market is and what method speaks to them. It's trial and error with some educated guesses in the beginning. If the price is decent, give it a try! You can always change a different method later and compare your results. Finding a way to track the success of your advertising is important too, so you can understand what's pulling your business in, and spend your advertising dollars the right way.

  3. #13
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    HT, look for other vendors who have access to the segment of the market you wish to reach and piggy back with them.

    I had a landscape/lawn care service client who would assess a property for lawn care and make notes about the house's paint, carpentry, guttering, brick, roofing, etc. After a time of servicing the lawns, he would make site visits to inspect his own workers' performance and see if the same deficiencies in other areas still existed. If so, he would approach the homeowner with his observations and recommendation for a company/person to get the job done before it worsened.

    He made sure that the other vendors he recommended had the same high standards he had before recommending them. He was very successful getting homeowners to use his recommendations--the psychological principle being the "transfer of authority"--and he got a 10% referral fee from them.

    Paul

  4. #14
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    Businesses make money in three ways, Marketing, Sales, and Marketing.

    The problem with most small businesses is they play the marketing roulette game. When business is down, they throw money at marketing, usually much more than is necessary, and wait for sales to happen. This results in a roller coaster effect on your cash flow. Sales go up, you stop marketing, sales go down, the roller coaster ride begins.

    Marketing is simply educating your future customers about what benefit your product or service provides. Marketing is not the silver bullet that cures all business ills in one fell swoop. Small businesses should pick a marketing effort they can afford and stick with it. Marketing is about creating "top of mind " pictures in your future customers minds. Especially in a service business like plumbing.

    Your job in marketing, whatever area you choose to market in, is about creating the first impression when people need your service. When a plumbing emergency happens, they should think of you first. In our world today , they will not remember your telephone number, they will look you up on the internet. Would you rather have them search for a plumber, or search for your business?

    Develop a message that has them remembering your name. What do you do differently than your competition? Why should they contact you? How can you solve their problem? They will search for your name on the internet and find your number. It helps if you have a great catch phrase or memorable tag line. Use it constantly.

    No one knows if their marketing works unless there is a specific way to track where the customer comes from. That means that you have to ask questions or have a qualifying number or code that can be tracked. The best way to track marketing is by increased sales.

    Finally, when you commit to a marketing effort, commit to it. Unless you are running a discount offer, you may not see immediate increases in calls. Give it a minimum of six months. Set your budget for that at for the minimum. Commit to being consistent. You can find ways to merket locally for a few dollars per month. It is much better to go small consistently then go big one time.

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