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Contractor Marketing Basics

Contractor Marketing Basics



This presentation provides the basic components needed to develop a marketing plan to market your contractor / home services business.

This presentation provides the basic components needed to develop a marketing plan to market your contractor / home services business.



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    Contractor Marketing Basics Contractor Marketing Basics Presentation Transcript

    • Contractor Marketing Basics Debra Murphy debra@masterful-marketing.com 508.303.0766
    • Workshop Agenda & Goals What is marketing? Why does my contractor business need to market? Why should I create a marketing plan? What simple marketing activities work?
    • What is Marketing? Marketing is:  Educating your customer about why they want to do business with you  Helping the customer envision the outcome you provide  Showing how you provide value while eliminating their problems Good marketing:  Attracts new customers  Retains existing customers  Encourages referrals from happy customers  Helps you avoid price wars
    • What is Marketing? Marketing is NOT:  Advertising  Sales  PR  These are marketing activities (or tactics) Marketing is NOT:  A Web site  A brochure  A business card  These are marketing tools
    • What is a Marketing Plan? Gives you direction and clarity Helps you measure your results Defines:  What you do  Who needs it  How to attract their attention  How much will it cost 90% of small businesses don’t have a marketing plan but those that do increase their sales by 25 – 30%
    • Key parts of your Marketing Plan Where do you want to take your business? Who do you want to work with? Why should they work with you? What do you stand for? How will you reach your target market? What are the activities? What tools will you use? How do you know if you are successful?
    • What are your goals? Put a stake in the ground for where you want to be at the end of the year:  Income?  Revenue?  Reputation? Define the long term vision of your business  Large firm with multiple crews?  Sole proprietor with subcontractors available as needed?  Somewhere in between?
    • Who is your customer? Marketing should be directed at customers who will benefit from purchasing your product.  Each customer has his own set of priorities  Not all customers will be ideal for your product See your product through your customer’s eyes to identify priorities.  Pinpoint those who were satisfied with quality and price  What was the criteria they used to pick you?  Focus marketing efforts on other potential customers with similar needs.
    • Why should they do business with you? Messages:  Develop your messages that tells them what’s the benefit to them  Speak to your prospects about outcomes, not process  Always keep coming back to why you provide the most value to them Brand image and identity:  Develop a professional look  Use it consistently on everything – trucks, business cards, web site, shirts, etc.
    • How will you reach your customers? What types of marketing activities will you use? Categories of marketing – not all are appropriate for every business  Advertising  Public relations  Internet marketing  Direct marketing  Events  Word of mouth
    • Marketing Toolbox Sales Tools Customer Database  Brochure  Every name you collect  Business card  Every customer you have  Customer testimonials  Every prospect  Competitive piece  Buy lists from InfoUSA  Web site
    • Marketing Activities Direct mail:  Letters or postcards to targeted neighborhoods  Quarterly postcards to your database  Thank you cards to customers with two business cards asking for a referral to friends or family  Thank you cards to those you give estimates but don’t get the job with two business cards  Newsletter  Contests / Sweepstakes  Gift certificates
    • Marketing Activities Advertising:  Door hangers for when “you’re in the neighborhood”  Site signs / Building signs / Vehicle signs  Newspapers / magazines / classified  Card decks / Coupon books  Billboards  Yellow pages  Take-one box  Testimonial mailers
    • Marketing Activities Word of mouth marketing  Client referrals  BNI or referral groups  Chamber events  Network  Testimonials  Ask customers for referrals
    • What’s your budget? Marketing does not have to be expensive Marketing Tools: Activities:  Business cards  Membership (BNI, Chamber)  Promotional items  Networking events  Door hangers  Letters  Site signs  Postcards  Vehicle lettering  Postage  Logo clothing  Thank you cards  Web site design  Web hosting
    • Questions?