By Allan Ferguson
I’ve written before about why marketing is so important, so now I’d like to give you some quick and cost-effective methods on improving your marketing results.
The sooner you as a business leader understand EVERYONE in your business is a marketer the better your results will be!
People can have the wrong idea about marketing just being advertising, but everything about your company revolves around marketing.
From the way your CSR answers a call to the design and equipment of your trucks to how your technician stands after he knocks on a customer’s door, all of this is how your business markets itself.
When your staff are in public wearing your uniform, they serve as a company ambassador.
If they visit a sandwich shop regularly for lunch, why not get them to leave a business card with them in case they ever need, for example, a plumber?
Business cards are one of the most cost-effective marketing tools available so you should get your technicians into the routine of handing them out wherever possible.
Do not be shy or afraid, this will get the word out about your business and if your technicians have established relationships with other businesses then you might open up a new customer base at a surprising rate.
Yard signs are another method which have proven popular in the United States and have begun to grow here in Australia.
It can be as simple as offering a customer a discount if they agree to have a yard sign for two weeks or a month or whatever suits them.
Then offer up a monthly competition or allocated bonus for every technician who successfully asks a customer to place a yard sign up.
If you can develop a culture where rewards are always available then you’ll start seeing more of a competitive and determined nature in your team so you can try ideas like this.
Direct Mail Out
Another suggestion would one more suited for perhaps a quieter period where you want to start increasing customer demand again.
Identify where your busiest couple of areas or suburbs have been in recent times and send some direct mail out to these customers offering perhaps an exclusive discount on another service or product.
Recent customers present a great opportunity to become repeat customers but you must not be complacent in both your service and marketing.
When things are a little quieter too do not be afraid to try a couple of outside the box marketing ideas!
If anything, that is the perfect time to trial a campaign or promotion or discount you’ve had in mind for a while but never got around to doing.
Marketing is a never-ending process and you must always be on the ball, thinking about how effective your current strategy is and what else you can be doing to stay on top of your game.
Allan Ferguson is the CEO of Service Professionals Australia.
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