This presentation tackled the question. What do Contractors or small business owners that are marketing savvy do? What tools improve your productivity, market engagement and relationships.

1. A Day In The
Life Of
Marketing
Savvy
Contractor
Presented by: Suresh Parmachand
Stratovate Group

2. The trick is in what one emphasizes. We
either make ourselves miserable, or we make
ourselves strong. The amount of work is the
same.
– Carlos Castaneda

3. @JimCaruk_RCMag
#RCRT15
#Reno_Contractor

4. Go Jays!

5. What is Marketing?

7. Marketing Definition?
The management process through which
goods and services move from concept to the
customer.
Source: business dictionary

8. The American Marketing Association states:
'Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at large'
(July 2013)
Marketing author and academic Philip Kotler defines marketing
as:
'Satisfying needs and wants through an exchange process'

10. My definition:
Marketing provides tools so that the
practitioner can effectively tell their story of
how they deliver real-value to the world. This
value is something that someone is willing to
pay for.'

11. Secret to a Successful Story?
It’s a very simple formula, made up of two
important elements…

13. 83% of Customers
recommend a trusted
company, 82% will use
that brand frequently .
“Takes a long time to
build and a moment to
weaken.”
Source: walking in customer success
Customers look for these traits:
• High Service Levels
• Transparency
• Perception of similarity
• Reliability
• Competency
• Reliability
• Competency
• Sincerity
• Recovery

14. What keeps you up a night...

16. Reputation comes down to
management:
• Build
• Monitor
• Correct
• Reinforce
Impact:
Sales, hiring ability, press coverage

18. Search my name

19. https://www.google.com/alerts#

20. Consistency Is

21. To create CONSISTENCY an organization needs to review:
EMPLOYEES – Service levels
PRODUCTIVITY TOOLS – Brand experience
PRODUCT/SERVICE – Remain consistent
MEASUREMENTS – Response time

22. “It all begins and ends with process.”

23. Project
Routine
Sleep
A
B
C Engagement Tools
Productivity Tools
Relationship Tools
Wakeup
• Flipbook
• Feedly
• DIGG
• Quip
• Link Diagnosis
• Advertising
• Lawn Signs
• Vehicle wraps
• Magazine Ads
• Direct Mail
• Digital Marketing
• Website
• Content Curation
• Asana
• Docusign
• Office Team
• IFTTT
• Freshbooks
• Social Media
• Facebook
• Twitter
• Instagram
• Pinterest
• YouTube
• Customer scripts
• Canva
• Pixlr
Morning
Routine
Office
Routine
A
B
B
C
C
B
C
A
A

24. Day In The Life Of Marketing Savvy Contractor
Suresh Parmachand
Stratovate Group
Tried &True
Meet

25. New

26. Mobile
Advertising
Apps
Content
Social
Media
eCommerce
Mobile
eMail
Business
Digital Marketing is the promotion of products or brands through the
various forms of electronic media. Digital marketing allows real-time
engagement of brands to the various members of their value-chain.
Digital Marketing

27. The Social Experiment

29. Understand
your target
audience
Where are they
having
conversations
Engage them
and integrate
wherever
possible

33. Sales Optimization is the streamlining of sales processes by integrating tools, processes
and tactics that deliver improved conversion of lead pipeline.
Sales Optimization

35. Intuitive easy to use time tracker
Improve your productivity by knowing where your time goes
Easy, intuitive, flexible.

36. If This Then That
Set-up recipes to improve productivity

39. Manage Projects, tasks and team conversations in one environment
Integrates with many other apps and solutions like mailchimp, Evernote and dropbox

40. Experience Matters

41. Journey Mapping
Journey Mapping is understanding how consumers experience a brand.

42. Best project tool, allows you to:
• Create work chats
• Set reminders
• Use text or handwriting option
• Create location based message
• Create voice note or picture
• Add video, photo or audio files
• Integrate with other apps like Asana

47. What makes a good website for Contractors?
• Appealing design
• 1 step navigation
• Personal branded
• Unique story (value-differentiation)
• Built for content curation
• Responsive Design
• Simple contact form

49. Manage documents and signature process electronically
Mobile app brings the ease of document signatures into your daily business routines

51. What makes an advertisement compelling?
Evocative Imagery
Simple Messaging
Deliver value proposition
Strong Call to Action

54. How do you create a strong brand image with uniforms?
Conducive to work routines
Aligns with your brand
Conveys professionalism
Keep it consistent

56. Leverage your
preferred
manufacturers?
Create a unique
warranty package
Provide peace of mind
to homeowners
Creates unique offering
Offer home warranty through third party?
i.e. Home seller warranty

58. Don’t Be Shy….

62. Guidelines are the
same as advertising,
with one difference
Simplicity and clarity
are more important.

63. homestars.com
trustedpros.ca
contracting.ca
ratetrades.ca
contractorcheck.ca
yelp.ca

66. What do we do first?
1) Understand who are your Customers
2) Manage leads to Conversion
3) Improve Trust and Reputation through
Consistency
4) Leverage old and new Tools
5) Localize efforts
6) Ask for the Rating

67. @mktngjnky
Linkedin.com/marketingjunky
marketingjunky.wordpress.com
Suresh Parmachand
A Day In The Life Of
Marketing Savvy Contractor
www.stratovategroup.com