Josh Aguilar                       Work Samples                                   Contents                          Market...
Marketing Strategy    Austonian Appliance2                    Josh Aguilar
Josh Aguilar                                Marketing Strategy1 – Decide your goal: Provide appliance repair and maintenan...
Josh AguilarPHASE 4 - Review SitesWe’ll register Austonian Appliance with review sites:  •  Yelp  •  Anngie’s List  •  Goo...
Conversation Analysis of Online Reviews            Austonian Appliance5                               Josh Aguilar
Josh Aguilar      Austonian Appliance - Conversation AnalysisCustomer feedback is essential to creating an effectivemarket...
Josh Aguilar                         Positive Reviews - Occurrence                                                     Pol...
Josh Aguilar                                     Positive Reviews - Analysis“Found a client for life.” “I hope I never hav...
Josh AguilarHonestBecause appliance repair deals with parts and components unknown to most people, andbecause there is a l...
Josh AguilarShowed up at Designated TimeNot much commentary was devoted to this topic. Satisfied customers just found it w...
Josh AguilarOtherCustomers do not like having to speak to three different people before scheduling a service call.Customer...
Competitive Analysis     Austonian Appliance12                      Josh Aguilar
Josh Aguilar        Austonian Appliance – Competitor AnalysisUnderstanding your competition is important to crafting a uni...
Josh AguilarCase 1: Campbell Appliance Heating & Air Inc. http://campbellapplianceheatingandair.com/ Focus - Campbell Appl...
Josh Aguilar-The right side of the front page lists the business hours. This is important information toinclude but it rai...
Josh AguilarCase 2: ABA Appliance, INC. http://www.abaapplianceservice.com/ Focus -ABA Appliance focuses on five main conc...
Josh AguilarPositive Aspects -The homepage banner shifts between three headers: services, specials, and contact us.The gra...
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Joshua Aguilar Work Samples

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Joshua Aguilar Work Samples

  1. 1. Josh Aguilar Work Samples Contents Marketing Strategy – Page 2 Conversation Analysis – Page 5 Competitive Analysis – Page 12These work products were developed for Austonian Appliance, a local appliance repair businessin Austin, TX. These documents are shared with their permission. 512-699-0078 joshuapaguilar@gmail.com 1 Facebook.com/Josh.Aguilar @MrJoshAguilar Linkedin.com/in/JoshuaAguilar
  2. 2. Marketing Strategy Austonian Appliance2 Josh Aguilar
  3. 3. Josh Aguilar Marketing Strategy1 – Decide your goal: Provide appliance repair and maintenance to the greater Austin area2 – Determine your objectives: •  Increase website traffic; •  Higher sales; •  More media mentions; •  Build credibility in your industry; •  Provide another avenue for customer service; •  Keep in touch with previous customers; •  Attract new customers3 – Prioritize the objectives4 – Set up an execution plan with a time line and measurementsPHASE 1 - Research & AnalysisIn this phase, we’ll analyze the existing online conversation around Austonian Appliance, theonline conversation around the industry and a competitive analysis. We’ll also conduct ananalysis of existing advertising and marketing.PHASE 2 - Build Awareness Introduce the following marketing materials to raise awareness in the local market: •  Car decals  •  Print ads in local periodicals  •  Referral program  •  Refrigerator magnets  •  Newsletter/email list  •  Customer surveys Introduce credit card processing to add enhance customer convenience.PHASE 3 – Online Marketing RevampIn addition to traditional marketing, we’ll edit/update/improve the website and createprofiles on the follow social media channels: •  Facebook •  Twitter •  LinkedIn •  Blog (website) •  YouTube Additionally, we will incorporate social plugins on the website and update business cards/traditional marketing with social media properties. 3
  4. 4. Josh AguilarPHASE 4 - Review SitesWe’ll register Austonian Appliance with review sites:  •  Yelp  •  Anngie’s List  •  Google business directory Join small business networking organizations in the Austin area.  PHASE 5 - Become Content ProducerIn this phase, we develop execution plan for efficiently creating and syndicating content toenhance engagement with customers.Content will include: •  Topical  •  How-tos •  Rick’s Corner” •  Daily posts/updates: •  Pictures •  Videos •  Get featured in other blogs/websites •  Read small business/industry blogsPHASE 6 - Performance ManagementFinally, we’ll develop a process for tracking actionable metrics using Google Analytics andFacebook Insights. We’ll track metrics weekly and look for opportunities to enhanceengagement and customer service in social channels. 4
  5. 5. Conversation Analysis of Online Reviews Austonian Appliance5 Josh Aguilar
  6. 6. Josh Aguilar Austonian Appliance - Conversation AnalysisCustomer feedback is essential to creating an effectivemarketing strategy. Traditionalmarketing seeks to determine what products orservices may be of interest to customers. Theappliance repair industry isunique because it addresses a need that every person hasexperienced or willexperience. Therefore, because business is not geared towards gettingcustomersto buy a new product, Austonian Appliance should mainly focus on offeringasuperior service than your competitors. A great way to do this is to analyze what customers aresaying about your competitors.Customers want to tell you and others theiropinion. Business review sites have becomeextremely popular over the past 5years and for many, are essential stops on the way tobuying something new. Thefirst step in analyzing customer reviews comes simply fromfinding out what thosecustomers are saying. A more important step comes fromunderstanding why they are saying these things.Once you have an understanding of your consumer base, youcan begin shaping yourservices and marketing to appeal to the themes andpractices that your customers arelooking for. This information is also usefulin attracting first-time buyers. Additionally,understanding why customers aredispleased with your competition allows you to offer asuperior service byavoiding the same mistakes.The following analysis* divides customer reviews intopositive and negative. Each section isthen broken down into the specificaspects that customers either liked or were displeasedwith. Each aspect isthen discussed with analysis explaining why customers would want ornot want aparticular experience with their appliance repair.*Reviews were pulled from Yelp.com. At least three differentcompanies and 100 reviewswere used for the positive and negative sections each(200 reviews total). 6
  7. 7. Josh Aguilar Positive Reviews - Occurrence Polite/Friendly 14 18 40 Prompt 20 Honest 36 Fast Repair Time 23 Knowledgeable/ Experienced 23 26 Showed up at Designated Time 25 N = 211 Professional Positive Reviews - Percentages Polite/Friendly 6% 8% 18% Prompt 9% Honest 16% Fast Repair Time 10% Knowledgeable/ Experienced 10% 12% Showed up at 11% Designated Time N = 211 Professional 7
  8. 8. Josh Aguilar Positive Reviews - Analysis“Found a client for life.” “I hope I never have a heap of broken appliances, but if I ever do, I knowwho to call!” “I will never use another appliance repair person again!” “I would use this companyagain for any future appliance repair.” “The only people I call when I have a repair.” “This isservice you dont get unless you’re lucky these days.  I highly recommend him and will use him inthe future for any appliance repair needs I have.” Polite/FriendlyOver twice as many people mentioned having polite and friendly technicians and receptioniststhan did the price paid for service. There are several options for appliance repair in Austin. Thefact that the cheapest option is not dominating the market, or the conversation for that matter,indicates that people are willing to pay for superior customer service. Most customers were pleased to be greeted by a technician who smiles and introducesthemselves. Customers also enjoyed small talk while the technician worked. Sometimes thisinvolved talking about family and friends, while other times it involved talking about pastappliance/repair experiences. Appliance repair can be difficult. It is easy for a technician to become frustrated with diagnostics,manual labor, or even heat and fatigue. Customers really noticed any time a technician made agesture about satisfying the customer’s needs. The job is about making the customer happydespite what happens to their appliance. This means always being polite and remainingpersonable with the customer. Sometimes the mentions of friendliness were not about the technician. Many customersappreciated speaking with a nice and polite receptionist when setting up their appointment. It isimportant to remember that many customers are calling about an appliance emergency like abroken refrigerator or flooded washing machine. Having the first point of contact be someonenice and polite can have a calming effect on a likely frantic customer. PromptCustomers appreciated and were often surprised by how fast a technician would return theirphone calls. Appliances are needed for people’s daily lives to run smoothly. Likewise, when amajor appliance fails, what are actually minutes can seem like hours. Responding quickly toinquiries is absolutely necessary to building positive relationships with customers. Customers also liked it when a technician could see them the same day or next day as theirinquiry. Most customers noted that they understand how busy an appliance repairman must be,and therefore expressed extra appreciation for being seen the same day.  8
  9. 9. Josh AguilarHonestBecause appliance repair deals with parts and components unknown to most people, andbecause there is a labor aspect involved, people are overly skeptical of repair costs. Therefore, itis important to build trust and rapport with customers. The biggest mention of how technicians did this had nothing to do with actual repairs. Customerswere surprised and grateful any time a repairman told them that an appliance was not worthfixing. While this is not directly beneficial to a repair company since they are not making moneyon the repair, its effect on combating the notion that repairmen are only there to find lots ofthings wrong and to mark up the price, is invaluable in branding your company as honest andtrustworthy. The majority of the quotes above come from people who were told they should justbuy a new appliance.Customers also appreciate consistent pricing anytime a quote is given over the phone. Forexample, most customers expect for a quote price to be given over the phone only to be raisedafter a technician has made the service call. Fast Repair TimeMost mentions of fast repair times listed a time frame of 15 minutes – 1 hour. Customers called this“speedy” and were impressed how technicians were “in-and-out” so quickly. This was amplifiedby the fact that many customers were meeting with technicians during their lunch hour or someother time sensitive period. It is no surprise that customers were more satisfied whenever their appliance could be fixedduring the first service call. However, customers usually mentioned this only when a technician“happened to have the part in his truck.” This could be a coincidence but it could also be asales tactic. Either way, this opens up new avenues for branding Austonian Appliance as a repaircompany that is always prepared. However, this preparedness cannot be so forthright that it justcomes off as part of the job. Technicians need to confirm their diagnosis and then portray anattitude of “You’re in luck! I have the part you need in my truck.” Customers were also grateful any time a technician went out of their way to find a particularpart to finish the repair the same day. Knowledgeable/ExperiencedCustomers enjoyed being told everything the technician was doing; think of a play-by-play forrepairs. This is most likely due to people’s continued suspicion of all service people and beingworried about marked up prices. Customers mentioned experience whenever a technician was able to work on either really oldor really new appliances. Comments were made about how a customer had to go through fourdifferent companies before finding someone who could work on their 1960’s stove. Likewise,customers also had difficulty finding someone to repair or install very new appliances likestackable washers/ and dryers.  9
  10. 10. Josh AguilarShowed up at Designated TimeNot much commentary was devoted to this topic. Satisfied customers just found it worth notingthat their repairman showed up on time. This is likely because most repairmen do not upholdappointment times, and because there is a perception that repairmen are inconsiderate. ProfessionalAlmost every mention about professionalism talked about how technicians came in and “wentright to work.” Time is important to people and customers recognize and appreciate every littlething that saves them time. This is also illustrated in customers talking about how they were upsetwhenever their technician had to reschedule, but were glad that the call was made far inadvance to their original appointment. Many customers mentioned how their technician did not “speak to them like they were stupid.”Customers expect a certain level of respect even when discussing extremely technical aspectsof the job. Politely trying to convey understanding of different aspects of the repair is importantto building a relationship with the customer. Other mentions about professionalism dealt with phone calls and discounts. Many customerswrote reviews for repair companies that did not actually perform any repairs. Customers wouldcall in and describe their problem to a technician, and then instead of scheduling a service call,the technician would explain how the customer could solve the issue themselves. A lot of timesthis was minor maintenance like checking to see if pet hair had gathered around an air vent.This builds trust with a company because the technician could have just as easily scheduled theservice call, charged for that visit, and then showed up and done the minor task. This also helpsreify many claims being made in your branding. If you say your goal is to help people, and thendo so without charging them, customers will think you are genuine and will remember you forfuture appliance repairs. This is further proven by customer mentions of technicians waiving feesfor fast and easy repairs. Reasonable PricesVery few actual figures were discussed. Most customers made broad claims like “their priceswere reasonable” or “they charged me a fair price.” There is a chance that customers receiveddifferent quotes before choosing a repair company. However, it is more likely that customers arehappy and willing to pay for polite, professional, and expedient service. See “Polite/Friendly.” Customers also appreciated any discount to their bill. Any discount, no matter how small, canbe a powerful symbolic gesture that enhances customer relations. Part of this comes fromactual coupons found online or through some other promotion, but most of it comes fromtechnicians not charging for some part of the job. This includes things like not chargingwhenever an appliance could not be repaired and whenever an appliance was not workingbecause of a simple mechanical issue. One customer wrote a raving review about a technicianthat showed up to fix his dishwasher only to find that the kill switch was turned to the “off”position. Despite the customer’s plea to pay for the service call, the technician refusedpayment.     10
  11. 11. Josh AguilarOtherCustomers do not like having to speak to three different people before scheduling a service call.Customers were pleased whenever they made a call and an actual technician answered. Customers appreciated a thorough investigation of their appliance problems. This usuallyinvolved a technician making a diagnosis but before executing any major repairs, looked for anyother possible causes for the problem.  A few reviews talked about how a particular company accepts credit cards.   11
  12. 12. Competitive Analysis Austonian Appliance12 Josh Aguilar
  13. 13. Josh Aguilar Austonian Appliance – Competitor AnalysisUnderstanding your competition is important to crafting a unique and consistent brand foryourself. The main reason you should be aware of your competition comes from theservices that you provide. You offer a specialized service that most people cannot performthemselves. However, you cannot create a demand for appliance repair because theseincidents come as a result of overuse, regular maintenance, or user error. Therefore,appliance repair mainly relies on clients seeking out repair companies and not on repaircompanies seeking out clients. This means that you need to distinguish yourself from yourcompetitors. This comes in large part from simply doing a better job and offering superiorcustomer service, but it begins with understanding the shortcomings of your competitorsand avoiding the same mistakes, and by mimicking effective sales and marketingstrategies. I reviewed the following companies: Campbell Appliance Heating & Air Inc.ABA Appliance, INC. These companies were chosen because there were identified as competitors to AustonianAppliance, and because they are on the front page of Google when “Austin appliancerepair” is searched. Some of them are returned because they are listed with Google Maps*through Google’s Business Directory. Companies were reviewed for: Focus, Services,Website Design/Content, and Use of Social Media. 13
  14. 14. Josh AguilarCase 1: Campbell Appliance Heating & Air Inc. http://campbellapplianceheatingandair.com/ Focus - Campbell Appliance focuses on three main concepts:Fast response timeFollow through with appointmentsHonest quotesServices -Campbell Appliance offers: Service and repair Same day service 24 hour emergency service Free estimates on system replacement Flexible scheduling Replacement parts Yearly AC and heating maintenance agreementsWebsite Design/Content Negative Aspects -The first thing to note is the very long URL. It is certainly important to associate your websitedomain with your company, but a 30-character URL is likely to lead to misspelled andincorrect inputs from users. This is particularly dangerous because incorrect URLs oftenredirect to pages with malware or viruses. -The header contains two unappealing cartoon repairmen. The logo itself is a poor sketch ofa repairman working on what seems to be a washing machine. The second is of a digitalrobotic repairman leaning against actual photos of air-conditioning units. These pictures areinconsistent with each other and do not appeal to any theme surrounding CampbellAppliance. -There is an oddly placed picture of a happy family on the right side of the front page. Thepicture is only of the family’s top half and does not include anything having to do withappliance or appliance repair. Also, the caption of “Contact Us Today!” does not fit thepicture. Additionally, computer savvy users are used to seeing “contact us” and expectingthe text to be a hyperlink to an email form or other means of contacting the company.  14
  15. 15. Josh Aguilar-The right side of the front page lists the business hours. This is important information toinclude but it raises two problems. The first deals with scheduling appointments. Listing thebusiness hours alone with no comment about leaving a message or sending an email couldgive the impression that people can only contact Campbell Appliance during the listedbusiness hours. Presumably the company only makes visits and service calls from8:00am-5:30pm, but they certainly take phone messages and emails at any time. Sinceappliance malfunction can happen at any time, it is important to not discourage peoplefrom contacting you. -In the middle of the front page there is a picture that shows the back of a man standing infront of a double-door refrigerator with both doors open. While refrigerators are certainly anappliance and probably an appliance in need of frequent repair, the picture does nothingto further brand Campbell Appliance. The picture could have instead featured a technicianrepairing the refrigerator, or maybe depicted the technician with a tool in his hand standingnext to a fixed refrigerator. Page space needs to be maximized and this picture does notadd any value to the company’s brand. -The content is written well but does have a typo on the homepage. Throughout the entirewebsite there are lots of exclamation points (!). There are three in the header alone. Thismakes the writing seem juvenile and very gimmicky. Positive Aspects -The site design is sleek and modern. The header immediately informs users of two things:“free estimates on all new systems” and phone numbers for their Austin and Round Rockoffices. The middle of the page is spaced out with appropriate headers. Much of this spaceis devoted to bullets that list the 20+ brands Campbell Appliance is capable of repairingand maintaining. -The right side of the front page lists acceptable payment methods. In addition to cash andcheck, Campbell Appliance accepts several major credit cards. This is great information tohave on the front page as it lets people know without having to call or click around thewebsite. -There is a tab devoted almost exclusively to advertising that Campbell Appliance is aservice provider for Bryant Heating and Cooling Systems. This page discusses the credibilityof Bryant which bolsters the credibility of Campbell Appliance. -Pictures of several appliances are utilized on each page of the website. This reinforces thefact that Campbell Appliance can repair any type of appliance. -There is a page devoted to coupons that can be used on several first time purchases.Coupons can be a great way to engage new customers. Use of Social Media-None 15
  16. 16. Josh AguilarCase 2: ABA Appliance, INC. http://www.abaapplianceservice.com/ Focus -ABA Appliance focuses on five main concepts:Being courteous and politeExperience and knowledgeBeing punctualUnderstanding your needsAvoiding a “big mess” Services-ABA Appliance offers: Service and repair 24 hour emergency service Free service call with repairs Free estimates for every appliance repair Website Design/Content Negative Aspects -The content is written well but does have a typo on the homepage. -The homepage appropriately lists the kinds of appliances that ABA appliance can service.However, the two columns are visually inconsistent. -There is a difference between wanting to be personable and understanding and providingtoo many anecdotes that it becomes confusing and disingenuous. The pages are full ofcontent aimed at getting users to trust ABA appliance. There is also lots of content aimed atproving that ABA appliance understands the user and wants the user’s life to run smoothly.The constant reminders that ABA appliance technicians are “courteous” and “trustworthy”are enough to make users question why they would need the constant reminders in the firstplace. 16
  17. 17. Josh AguilarPositive Aspects -The homepage banner shifts between three headers: services, specials, and contact us.The graphics are neat and the transition is smooth. A rotating banner is a great way toexpose users to the most important parts of your business. Most users will spend at least alittle time reading the content on the homepage and while they do this, the header canadvertise what are likely to be the services the user needs. Also, a rotating banner on thehomepage minimizes the number of clicks the user needs to reach a particular page on thewebsite. -The site design is sleek and modern. The header immediately informs users of two things:“free service call with repairs” and the company phone number. The middle of the page isspaced out with appropriate headers. Much of this space is devoted to bullets that list the12 types of appliances ABA appliance is capable of repairing and maintaining. -The site effectively utilizes hyperlinks to access various pages. -The front page has the “contact us” form available for users to fill out and submit. This isadvantageous because a lot of people will shop around to get different quotes. Having theform on the front page increases the chance that users will submit their inquiry because theyare likely in a rush or not interested in exploring the website in depth. -The front page shows a “featured testimonial.” There is also a link under the quote thatwhen clicked shows 11 other testimonials. These are effective at establishing credibilitybecause people trust other people more than they do companies by themselves.  17

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