Top 5 Marketing Ideas That DO NOT WORK.

BBC Alabama

Oh, good advice. My ad body is definitely coded for SEO but --haha-- I've been bored with craiglist and so I've been posting ad titles like "Better Built Craftsman - Tastes Like Chicken" etc. LOL

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decksandfences

solid advice

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KJames

The only one I would disagree with is the yellow pages. It has done wonders for my business. Basically doubled or even tripled the clients.

Dave Renneck

Good points, I completely agree with you on what doesn't work except for the fact that I have come across a good job on craigslist, I must admit it was only once though.

As for what does work, I get quite a bit through my website and would have to add in social media I mostly pay someone else to do that for me but it is providing some pretty good results.

Also I don't do uniforms, I don't think it is necessary and I don't know but don't think my guys would like it. I do give them t-shirts with company name on them but do not require them to wear it. Most do anyway.

Darwin

Points taken, Dave. The social media thing is one aspect of marketing I have not tried yet. I will give it a go in the future, because we really don't want to overlook decent results. I've also heard others getting good results too.

The uniform thing is something I feel shouldn't be taken lightly, though. Just t-shirts are fine with me. They project a pro-image and people see it. My workers are walking billboards--in the home store, at the gas station, and at the local lunch spot.

Thanks to everyone -- for all the great points and insight.
Darwin

cwatbay

Before I got into contracting, I ran a successful marketing firm for almost 20 yrs. in the US, Asia and Europe. It was a totally different industry and had nothing to do with contracting.

In those days, besides my own firm, I sat on the boards of 3 corporations and had marketing budgets in the range of around $500, 000, which is not a lot but these were small companies.

My definition of marketing is that it is a comprehensive program that has goals and objectives, and, within it's scope are such things as: advertising, promotions, occasionally sales(depending on who you talk to or what discipline they come from), along with things like branding and anything else that puts a "face" on your business.

What I have found is that anytime you make a blanket statement on what works and what doesn't there will always be someone that says: Hey, that worked for me. Which is true - remember that the "Grapefruit Diet" works for somebody.

I have plenty of other business people telling me what THE absolute best way to "market" your business- but, here's the problem - what you really mean is "advertising" --- and --- advertising often is circumstantial - which in this case means: the services you provide and the specific consumer markets you are attempting to communicate with.

Anyway, not to embark on a academic dissertation, but getting to the point: Here are some avenues of marketing (advertising) that have worked for myself and others:
Social Networking
---Service clubs like Rotary, Kiwanis and others. (You can't specifically promote or advertise you business, but everyone there knows what you do and your name gets around)
---Business Associations & Chambers of Commerce. ( I have mixed feelings on these, but they are part of your arsenal of getting people familiar with your name, you face and what you do. It also helps because if you go to events and hog the limelight, you can get free publicity)
---Local or Regional Building trades organizations. Here is CA we have Builders Exchange - and - each county has one. Again, simply joining is a waste of money - what you want to do is to get involved with activities like seminars, instructional meetings, etc. that gets your face in front of other contractors - especially those that you can sub contract for.
Actual Advertising:
---Advertising is based on who exactly your clients are and what their needs are, and, the categories, such as: Existing clients, new clients, potential clients (those with the same needs as existing and new, but you haven't had any contact with them yet) and then finally new markets (these are potential clients, but you have no clue what their needs are yet).
----You need to database all of your categories of clients - so that your advertising is tailored specially to that kind of customer - for existing and new clients - you know them, what their situation is and what their current and possible needs are - so you tailor your message to them. A different message is needed for potential clients - usually its a general message rather than specific.
----Methods of advertising - lets assume that you are a small or mid-size contractor - you have a limited budget at best - you will probably use a credit card cus your liquid cash is in short supply - AND - you need some viable leads that turn into jobs ASAP:

• Vehicle and clothing branding - some may disagree, but your vehicle (s) and personnel are billboards - even if it is just some inexpensive graphics on the truck and T-shirts, it's better than nothing - You want your name, your trade and phone number in front of as many people as possible.
• Email Marketing - for instance we use Constant Contact. A once a month email newsletter to new and existing clients keeps you in touch with them - However, make sure you have their permission - otherwise, its SPAM. Plus keep it simple - one page - with links. Make it informational - such as solutions to common problems, new products, pics of your work, a positive comment from a client - keep text to a minimum, use medium size text 12-14 pt - make it easy to read and to the point.
• Snail Mail: Post cards and letters to existing and new clients. Don't waste your freakin time sending out mailers to unknown or potential clients - unless your are willing to send out 10's of thousands of postcards (color) and/or inserts and other mailers -- AND --- do it consistently, month after month for at least 1 year
• Your website. The thing with websites is that you have to have one - it's like a GED or High School diploma. It is no guarantee, but it adds legitimacy to your business. Think of your home page as a billboard on the freeway --- You have less than 5 seconds to make a positive impression. If you have a ton of text on what you do - forget it, it's boring, it's like thousands of other contractor sites that do the exact same thing.

Make your home page with graphics that convey the message of how your company quickly and professionally solves problems. Because that is what people want - that is why they are searching the web.

These are a few ideas that have worked for a lot of businesses. The real key is consistency, timeliness and follow up. Keep in touch, whatever way you want, with your clients - ask them for referrals - you may only get 1 referral out of every 10 clients - and - you may only get 1 job out of every 10-20 referrals - but that is a heck of a lot better than any Service Magic or other BS lead service. Plus now you have names, addresses, phone numbers so now you can keep in touch.

Reality Check: Everything I mentioned here takes time and effort - it also takes a "thick skin" and relentless optimism. If you are at a place where you need work to pay the rent by the end of the month, then it's too late - go get some other job with a steady income while you regroup and organize your business so that you have a "marketing" plan when you are financially stable.

If you would like to contact me directly, you can email me at cliff@specializedelectrical.com.

My apologies to anyone that thought this was going to be a short posting.

bbydeer4635

Wow it's unfortunate if you have been un-informed. I strongly disagree with your list. To start, CANVASSING is the most cost--effective, and still tops as one of the most effective forms of marketing. Ask me how, and I'll back it up. This post is old, however I just had to comment.

MagicPoolSvcs

I know " Yellow Pages " does not work, in fact it will be extinct within 5 years.

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Anchor Fence

REGARDING WHAT DOES NOT WORK:
Craigslist is good,... however, there is a certain way that your posts should be optimized. (similar to having your website optimized.) If done correctly, craigslist can bring decent projects.

Flyers and Canvasing,... it is too indirect. Not worth the investment.

Yellowpages.... We are not impressed with their numbers and are thinking about canceling our paid listings.

Lead Generating Companies... we have not explored this venue yet and most likely will not.


I agree with everything you said about what DOES work...

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Anchor Fence

How?

I feel that a well optimized website and online presence will out perform canvasing 5:1 at minimum. The world is going online... (laptops, home computers, cell phones, ipad, ipod, etc...)

Lets think of it this way: When was the last time you purchased from someone who canvased your home? and then think about when was the last time you searched google for something that you were interested in?...

its that simple...

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bbydeer4635

1. Craigslist - due to the fact that the resources available on the internet has put many people out of business, tons of people search online for things they need, from people looking to purchase items, to services, to job seekers. Craigslist is so widely knows, that it is almost rare to find someone who doesnt or HASNT used craigslist for SOMETHING. I am a HUGE craigslsit fan, because not only have I been able to find services I need w/ a simple "search" and a phone call, but I also like that 99% of ads are from REAL people. It is great to also be able to post a question about any given service/ job/ company, and get REAL responses from real people about their credibility, as opposed to the thousands of "reviews" sites, created by the scammers themselves. Yes, i'l agree many people who post services are on the cheaper end...however, in this economy, what is the number one thing people typically shop for? PRICE

2. Yellow Pages-
If you know marketing at ALL, then you know demographics matter. When it comes to people who actually have the $$$ to spend, and who typically care about their homes, what age range TYPICALLY comes to mind? While it is true that the younger to middle-aged crowd has adapted to this technology-based world, I know PLENTY of older folks (and by older I dont mean only 90 yr olds lol).... who still prefer the good old fashioned newspapers, and yellow pages. Aside from that, because the internet has become soooo full of scams and false info, others have decided to go back to what they know best. Depending on the AGE GROUP, and other demographic areas your business or services is targeted, the Yellow Pages can, and still IS a GREAT way to advertise your business.

3. Canvassing -
I own a marketing company. We SPECIALIZE in canvassing. I wont give out our secrets, but i WILL tell you this... many home improvement companies are hungry for leads. They will pay top dollar for canvassing leads. For one, not only can canvassers act as their "eyes', quickly able to eliminate the homeowners who OBVIOUSLY either cannot AFFORD the work, or who DO NOT KEEP TAKE CARE OF THEIR HOME. Two, many homeowners want and/or need a service, but are so overwhelmed by which company to call, that when i professional, knowlegable and friendly face comes to their door, and builds a 'relationship' with them at their door, it quickly narrows down their list of who to call. 3. Canvassers are able to reach the people telemarketers cant (DNC list, no home phone, etc), as well as the people who are in the "process" of getting ready to do the work, but havent made the call yet. Our canvassers sell themselves first, then whatever product the homeowner chooses off of their list, they sell the company after. My canvassers represent many different companies, none of them ever conflicting (they all offer a different service), and on any given day, in 2-4 hours, most of our reps generate 3-5 QUALIFIED, CONFIRMED APPOINTMENTS. On an average day, they'll come back with 20+ appointments (that were approved and confirmed by the company themselves at the door)...more on a better day. Every now and then, they'll run into the "a-hole' who slammed the door, but my people are TRAINED to like those people...because they would rather someone "SLAM" the door in their face, then for a homeowner to waste 10 minutes of their time, when they could be signing someone else up. So, in a nutshell, if 20+ people a day, still sign up with our canvassers, obviously it STILL works great.

4. FLYERS - flyers DO work, but they are more of a "slow return"... chances are, youre not going to run into many people who you hand a flyer, and they say "oh great! when can I you come out??!!!"... it is more of an issue where you leave a flyer either AFTER a neighborhhod has been canvassed (on the door s of people who werent home).... or with people who obviously need the work. Also, many people STILL prefer to be able to look things over and make decisions in their own time, so flyers are a MUST with almost any company. A VISUAL is almost manditory. And you'll always have those people who you gave a flyer to, who tossed it on the table, and 3 months later when their roof starts leaking, they say "where the hell is that flyer that guy gave me?!" and will call. Those all count as return. Most people pass out 100 flyers and say "well, only 2 people called"....but the results arent always immediete. Also, with flyers it is best to distribute to the SAME people SEVERAL times...after a few times they see your company logo, etc...when the time comes, they'll remember your flyer.


I have been in marketing for many years, and while most forms of marketing are not effective on EVERYONE, it all boils down to your product/ service demographic target.... and market accordingly. just like not all music appeal to everyone, same goes with marketing methods. But they do ALL work, or they wouldnt still be in business!!!!!!!!!!!!

bbydeer4635

Flyers and Canvasing,... it is too indirect. Not worth the investment.


Lead Generating Companies... we have not explored this venue yet and most likely will not.


I agree with everything you said about what DOES work...[/quote]




Flyers are indirect, YES. However, CANVASSING is the MOST direct you can get...what could get more direct than talking to homeowners at their home, where u can SEE the work they need. They cant throw u in the trash. They cant change the channel. They cant hang up on you. They cant put u on a bookshelf.... the MOST they could do, is shut the door or say theyre not interested, however, from experience, most people are pretty nice about it, and wont "slam" the door, and if theyre not interested, its 99% of the time because they either dont have the finances, just got it done, or are/know a "contractor" who will do it.

As far as lead generating companies, depends on what type. If youre looking for telephone lists, you need to buy a mass amount to be worth it, and research the companies' credibility. Direct marketing, thats what we do and companies LOVE US. Did you know that Power Windows & Siding, Home Depot Home Sevices, and many other fortune 500 companies I can list and/or have worked with, owe MUCH of their success to "outsourced lead generating" and/or canvassing?! If you want to beat your REAL competetion, than u should really get on board and learn the facts, and what THEY are/have done that youre not. Just a thought....

bbydeer4635

Again, have to think demographics. While yes, a good website is great, have you ever 'googled' "home improvement companies"... or "window company"...? Consumers are BOMBARDED by the pages and pages of websites, many of which are nothing more than "outsourcing" websites, who will take the consumers info, and send them to another company. How is a homeowner supposed to choose which company is "better" ? I am a big fan of internet research, however I have a lot of patience for it. And i will tell you. MOST things on the internet are not what they appear. It often takes me HOURS of researching to figure out which product, and/or service is really legitimate, and worth the purchase / or call. Review sites? Nope...those are filled with fake 'positive' reviews anyway... Most times, unless a person is directly searching for YOUR company name, (because of someone who DIRECTLY marketed themselves [canvassing, cough cough lol), it is extremely difficult to sort out the real from the bs.

Now, if a canvasser comes to your door, and is professional, polite, respectful, and introduces themselves and the company they represent, AND leaves the homeowner with a business card/ website info, have they not SIGNIFICANTLY narrowed down the list? Most people, who are seriously looking to get work done, when approached correctly by a canvasser, will atleast give it a shot by setting an appointment. It is the contractor/ salesperson (whichever you use) job to sell themselves in the home, and make the sale same day. It works, and it is the system most of the TOP HOME IMPROVEMENT COMPANIES in the industry have adapted.

JMAZMA

So if you don't want to advertise....don't want to canvass.....don't want to use the yellow pages.....don't want to put out flyers....... How the hell are they going to know about your start to clean up??? Your professionalism......and all the great things about your company? There are a million of us out there working on our own because the economy took a crap on us all after we broke our backs. I was running jobs like Water Tower Place in Chicago...then City Center and Encore in Vegas.....then.....NOTHING till I got off my ass and stoped whining about what didn't work and started going to Home Depot and putting flyers on peoples cars....going door to door and putting out flyers, going to trailer parks and putting out flyers, working with a local non profit Catholic program that helps the elderly and they had me doing all the work and they paid the costs and I made a good chunk of change on this alone. Craigslist got me a 34,000 job of a complete gut remodel for a rental property. My name is out there I make sure to let people know I am licensed and insured and I stay consistent with the logos and the flyers and the postcards....I am not about to wait around for JUST word of mouth when there are a ton of guys in Vegas alone that bust ass trying to find work and I am not talking about the illegals laying down at the Home depot and Lowes chasing cars like dogs. If you have been the local neighborhood handyman for the last few years and everyone in the cul de sac knows you great.....but if you live in a large city and need to compete....saturate the hell out of the area with your name if you don't, someone else will and that someone else will be showing people their professionalism, their start to clean up strong work ethic....No I need to pay the bills and put food on the table and take charge.
As far as canvassing and talking to people I would talk to a homeless person if I thought I would make a few thousand dollars from it I want people to see me, meet me and KNOW that I am not just trustworthy but I am not just some guy that so and so knows

Bonzai

I had a so called 'web designer' and pc tech attempt to fix my partners laptop recently. I mentioned that his business website did not work well in Firefox. His response was "Nobody uses Firefox". I guess I was nobody ;-). Needless to say I politely declined when he offered further services.

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BamBamm5144

In a way, that's funny. Of the last 156 to my websites, 78% have been from firefox.

Mike's Plumbing

Every time you say that it cracks me up, you have no way of knowing if the yellow pages will be extinct. Selling a pool cleaning maybe isn't meant for yellow pages but they are making me and a hell of a lot of others a sh## load of money.

I mean really.....Mike

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jackson27

Marketing and selling are not the same thing - do not confuse the two.

I do not agree with either of the top 5 list. I think it was just you and your poor attempt at it. We are contractors - not marketing companies. When you try to do something you are not designed for, you will most likely fail.

Why did CL fail? Do you know how to write good content?
Why did SuperPages fail? Did you give them a reason to call you?
Why did your flyer work? Was it professionally designed or something you made in Word at 1AM?
Why did Door-to-Door not work? Most likely not the best approach for anyone...
Why do leads not work? You never used it but "it doesn't work"? Garbage! Then why are they in business.

Here's what does work.

Websites
SEO
Email Marketing
Radio
Shoestring Marketing.

We have a great group of guys that make sure our website is optimized and they market our company to consumers in our area. Most of our marketing is free. When we do pay for marketing, it is to support the association we are working with.

That's my take.

TBFGhost

I agree...sort of. I just got home from landing a job with a large remodeling company that is short on labor and wants to sub out the interior and exterior trim/finish work. For the first time in many months I placed an ad on CL. It simply was this under the title Finish Carpentry, Lebanon, NJ



They went to my webpage...which I made myself using Microsoft Publisher 2007....sent me an e-mail, I responded with one e-mail...they responded to that and I placed a call, 2 hours later I am on the job site talking to the crew leader and project manager and now I have about two months, if not more, of work.


All for doing about 2 min of work with free advertising....

CL is a shot in the dark...sometimes it works and you do get SPAM but there really isn't much to lose.

Andy BM

Good post! Craigs doesn't seem like it's much good for much of anything lately.

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