The Debate On Local Newspaper Ads.

ultimatetouch

I got only two calls the last two yrs. I landed both jobs and really nice ones to. But I still only got two calls. I was thinking of spreading my add under different sections and trying new papers in other towns. I here a lot of guys pulling there adds saysing they go no where. Does anybody on the forum have any luck with these local adds? I landed two good jobs but could I have made that money somewhere else or maybe went on more bids? One thing to think about is the paper might of helped my flyer camaign, although Im not sure. You know the whole branding thing. Thoughts anyone?

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Ultimatetouch
Illinois Remodeling Company, Kitchen Remodeling Chicago, Room Additions Illinois

Ed the Roofer

The bottom line is, how much did the total of those ads cost and how large of a sale or how much net profit was derived. Did the ads pay for themselves and generate profit? If so, then leave them in, but create a headline with a higher call to action.

As many others have stated in other posts, you should be able to forecast your sales by the amount and type of advertising that you implement. Don't decrease it if it is working.

By placing the ads in other locations of the paper, instead of where now??? I presume the service directory? Wel, that may increase your overal T.O.M.A. or branding, but will it increase your current lead ratio?

Be visible everywhere you go with your Company name and phone # and go back to your current customer database with additional offers of service and requests for referrals and that wil increase your lead generation.

Ed

firemike

I tried the local newspaper route twice. The first time I did it, I received 5 or 6 calls, all were calls for minor work ($1000 or less). I closed 3 of them, but one turned out to be very lucrative. I did a $400 job at her house, and got the job because I was the only one to come back with a price. In the 10 years since then, I have done over $480,000 worth of work for her at her home and cottage, redid her brothers house, remodeled her brothers bar, her mothers house, three of her office suites, and her sisters condo. And that doesn't include any work I have done from outside referrals by her or her family. You never know....

The second time I advertised (a year ago) I got 1 call and didn't get the job because I wouldn't lower my price to match a local hack. I think that with the economy here in Michigan there are more hacks competing for the business and the the tight dollar.

One thing I am trying is another local advertising medium called the "Coffee News" it is a single sheet flyer that is placed free in local restaurants. It has an old-fashioned look to it, with local news, trivia, fast facts, etc, but along the sides it has business card sized ads for local businesses. The nice thing is they will only have one ad for any trade catagory so there is no competiton on that paper. They already had a remodeling contractor, so I opted for taking the handyman spot just to get in and see what will happen.

I just started in November, and am presently getting 4-5 calls a month, but this is the slow time here anyway and I expect it to pick up when the weather breaks. I am paying $90 per month, which incidentally is less than I was paying for ServiceMagic, but the leads are better, they actually call me, I don't waste time calling non-existant people or tire-kickers. Of the last 12 or so calls, I closed 8 of them so far.

Here is the link: http://www.coffeenewsusa.com/

They are a national franchise, you can contact them directly or do a google search to see who your local contact if is your interested. A friend (who told me about the Coffee News) has a house/office - cleaning business and advertises in it and says her business has tripled since she started last July. She is even considering dropping her ad bacause she can't keep up with the work.

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-Mike-

PressurePros

I call these "support ads" and while they pay themselves they are not a quality lead generator. I know the whole "branding" issue is questionable in service trades but I stil think it helps for people to see your name in print in multiple venues.

Ult, based upon your return rate I don't think I would spend additional money there. The cliche may be "throwing good money after bad". A form of printed media I do well with is church bulletins. Have you gone the route of networking? There is a remodeler/builder friend of mine that gets 1-2 leads per week. He lands at least one $35k+ project per month solely by spending an hour meeting with professionals like RE agents, attorneys etc. Well worth the time and expense.

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Ken Fenner
Pressure Washing PA
Roof Cleaning Services PA

ultimatetouch

I tried the church bulliten about five yrs ago when I was just getting started and I got one job in about six months. That was the only estimate I went on the price was to low and I new the lady so..it was pretty bad. I have considered trying it again.

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Ultimatetouch
Illinois Remodeling Company, Kitchen Remodeling Chicago, Room Additions Illinois

PressurePros

What many companies don't track and forecast is the residual return from an adevrtisement or marketing campaign. When I first did church bulletins several years ago I liked them because they were inexpensive and I didn't have a ton of money to throw at anything. My direct ROI was weak and I considered the venture a flop. I stayed with them though, again because of the negligible cost. I happened to land the right customer whom is very respected in their church (synagogue actually) That customer was all it took to break into this very tight knit development of $750K+ homes. On almost any given day I have a truck in there doing work.

The point I guess is, find out the dominant religion in the area you wish to service. (I'm not Jewish nor Protestant, but I choose to run ads in their bulletins) I am all about small geographic domination then growing as my service area does. This keeps my operational and marketing costs manageable and allows me very fine tuning. Its just the way I do things and it works for me.

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Ken Fenner
Pressure Washing PA
Roof Cleaning Services PA

ultimatetouch

Thats great stuff Ken thanks. I was trying a church that I belong to, Which is practically pointless because everyone in my town will wonder why I dont go to church. Thats all it takes is one good one to keep you busy for a long time..Ive witnessed that first hand. My sister needs work,my mother, my friend and his friend. One guy kept us busy all year because I became his friend which wasnt difficult. This was a real likable guy.

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Ultimatetouch
Illinois Remodeling Company, Kitchen Remodeling Chicago, Room Additions Illinois

lawndart

I run an add in my local newspaper. It costs me $65 a week since Nov.06. I've booked 12 jobs out of 16 leads worth $25,650 directly from these ads. Costs me $780 to run these ads as of last week. Thats a pretty good ROI, and closing percentage. Keep in mind this is through the slow months. I can't wait for spring.

I think most contractors fail to look at their marketing campaigns over the long haul, and expect instant returns. The key to marketing IMO is to get your message out there on a consistant basis. Treat it like you would any other investment, because thats what it truly is...

I have a general rule that I use. If, I can't afford to market within a source for a minimum of 3 months, I will not waste my money on it. I treat the 3 month's as a testing period broken down into 3 phases.. Each month, I will tweak my ad to convey a different message geared towards a different market. After these 3 phases, I will evaluate my campaign, and either decide to scrap the campaign, or choose the most successfull campaign from the three...

With all of that being said, learn to research your markets before spending a dime. Test, and tune your campaign, and your sure to become very good at marketing. Lord knows most of these reps, from the local papers, and other advertising companies, don't have a clue, on how to market your business correctly. Most of them are only concerned about collecting a check.

HUDSONVALLEYEXT

I notice I only get cheap ass people call from the newspaper thinking they are going to save a buck. Around here its $550 for 3 months they give you 3 ads in 3 papers they publish. The deal is good and we get some big jobs but we also get a lot of people who are cheap. When they call its like I would like MY FREE ESTIMATE that ESTIMATE is free right. We never hear from the people again its like they just want some one to come talk to them...