I know we have discussed advertising before so this is more of a specific question if you DO indeed advertise.
Do you run a general ad about you and your business or do you make it a specific offer, sale, deal, style ad?
I have been running a regular one that matches my business card for a while in various mediums with very poor results. Granted part is from the economy but still…at least more phone traffic would be nice. The ad is paying for itself but I can’t say its worthwhile as most of my work is referral based anyway….but I would like to generate more new clients.
I was thinking maybe it needs to say something more specific. For example hurricane retrofits are always big in Florida or something like that.
What do you guys that advertise do?
Replies
I just finished running a 6-month ad in a monthly magazine here (mostly real estate listings, a few articles, a few other panel ads). No specific results as of yet but I think it ads to general name recognition and helps people get to the point where they've heard of you 7 times. I think it's better to do something than nothing, and I usually spend 2-3 thousand per year on various advertising.
david,
We must think alike as thats about what I am spending for advertising with the same intent.
Good luck!
Mike
My business is (intentionally) extremely small, so anything that I find successful is probably WAY to ineffective for most, but.......
I've learned that a huge percentage of the population no longer reads the newspaper. And if they do, the only ads they look through are those four-page toss-ins. Classifieds are worthless in this trade -- only read by those looking for a used car.
And I've learned that just about no one opens a phone book anymore. Part of this is because of phones with memory, part because of the internet. But I think that most of it is because each phone service carrier publishes its own book, which is not complete or comprehensive.
Add to that the fact that there are now about fifteen different version of the "yellow" pages in any given city, and it's obvious that a yellow pages ad is less than effective.
I've never felt that radio or TV were right for me, but a number of the medium and larger contractors in Raleigh are on the tube.
Me? I spend a few minutes each day making sure that my free ads on Craig'sList are somewhere near the top of the list when searching. And I make sure that each of those ads references my website.
I also am sure to have my web address in all letters, cards, bids, and such.
And in general, if I can get people to look at my website, I get calls.
http://www.TheYesMaamHandyman.com
I won't be laughing at the lies when I'm gone,
And I can't question how or when or why when I'm gone;
I can't live proud enough to die when I'm gone,
So I guess I'll have to do it while I'm here. (Phil Ochs)
Yes,
I like the way you think as many of those aspects hold true...especially the 15 different yellow pages! I swear I through one in our recycling bin at least every other week!
Mike
>>"......those aspects hold true...especially the 15 different yellow pages! "Each year around June or July, I get a "blind solicitation" phone call from one of the yellow-pages publishers. I don't fault them for calling me, if I were them, I'd do the same.In previous years, I didn't pay for their service because I though it was amazingly expensive, based on what they're actually doing. ($60 PER MONTH for a tiny-font listing in one category -- and I'm in a small to medium sized market area)But for the pat two years, when I got the call and they identified themselves, I started to ask questions like "now which of the yellow-pages books do you publish? Is it the one with the blue cover, which mostly lists businesses in Wake county (not where I am), or are you the Johnston county one (my home county)?"Both times, the answer still left me wondering. And if their sales people can't describe the book so I'll remember seeing it, then I just don't remember seeing it. Like you, I generally take them directly from the driveway to the recycling bin.
I won't be laughing at the lies when I'm gone,
And I can't question how or when or why when I'm gone;
I can't live proud enough to die when I'm gone,
So I guess I'll have to do it while I'm here. (Phil Ochs)
Dave, I like your web site!
Dave
Thanks -- I got the domain and website hosting from GoDaddy dot com.I used their website-builder software, which had a fairly good selection of templates. Then I just plugged in my own stuff -- pictures, ad copy and such.It's been a while now so I don't remember a lot about building it. I do remember being frustrated by the capabilities of the online software, but getting around that.I hope to remember that I need to change some of the pictures now and again, to keep it from getting stale. But getting good pictures of a remodeling project isn't easy.Particularly when a lot of what I do is bathrooms.
I won't be laughing at the lies when I'm gone,
And I can't question how or when or why when I'm gone;
I can't live proud enough to die when I'm gone,
So I guess I'll have to do it while I'm here. (Phil Ochs)
we sponsor the local college basketball game, so when ever its on the radio. "this broadcast brought to you by ......
bb,
Thats a good idea...just would cost too much in my market. I have looked and stuff like that around here starts at like $5k. Good coverage but just beyond my budget.
I agree -- radio sponsoring the local games is a great idea.And for some others, maybe sponsoring a little league team would be a good method -- or maybe a bowling team.And if you are lucky enough to have a circle of customers in the really-high-rent district, you might want to "support" public radio or public television -- getting your name mentioned by the local station at the beginning/end of a show that your clientele watches/listens to.And here in my town, a group of locally-owned restaurants uses paper place-mats that are printed and distributed to them for free, by a local ad agency. For a bill, a copy of my business card could be one of the things that gets printed there.And here's an idea that my son had, and has been pestering me to get moving on.......If your town is small enough that there is only one talk-radio station, and it gets a lot of listenership from your potential customers (or so you think).......Try to make a deal with that radio station, so that you have a 30 minute call-in show on Saturday mornings. Listeners call in, and you give them your best advice and best answers. And for 30 minutes (while they are on hold waiting to talk to you) you have 30-second spots every 6 or 7 minutes.
I won't be laughing at the lies when I'm gone,
And I can't question how or when or why when I'm gone;
I can't live proud enough to die when I'm gone,
So I guess I'll have to do it while I'm here. (Phil Ochs)
I LOVE ideas like that! Its those times I wish I lived in a smaller area.
Big cities are good for a larger base which you might draw work but then there is more competition and you are just a number. I think there are 14,000 licensed contractors in my immediate area? Seriously as there are 110,000 state wide.
We spend a bit becoming "supporting members" of some of the local theaters and museumsnon-profit groups but it didn't really get us much except the "good feeling".
mike------ it doesn't matter if you are in a town of 20,000--or 200,000 or 2 million you need to be part of a community.
i wanted to be the 'village carpenter' when I started out 20 plus years ago--- what I became was the "village roofer" town of 200,000 plus--- but I ended up focused on my own neighborhood and at the center of the neighborhood our Parish city of 200,000---- but my community is a 8-10-12 block radius or so wouldn't matter if I lived in chicago or NewYork-- I would have carved out a similar community and got to work maybe your community isn't a Geographical one like mine--- maybe it's cultural--- maybe it's the local slovenian/american community---or the local Jewish community--- or the hibernians it can be a lot of things----- one of our parishoners has a shop a few blocks from my home--- but the community HE serves----is a nice,medium high end village about 10 minutes away----golf course, lake etc.--- he has the keys to like half the houses in that village and NEVER advertises it definitely takes time to develope---and it's something you can't throw $3000 at and figure it's covered.stephen
Stephen,
Good point. You and I had talked about this before. I went to the local Catholic school, do volunteer work there, etc. run an ad in their weekly bulletin...and so forth.
Have been trying to find the niche community you talk about that I know "should" exist...just can't seem to find it. Too many folks seem to be "cost driven" in my immediate area. Which is completely understandable right now.
And I am not part of the high end communities so its hard to get into that market.
As I said, doing OK but want to generate more work so trying to brainstorm how to make that happen. I know I am not competing with every guy with a pickup truck and a "snipe" sign on the street corner but in essence I kind of am and they must be getting the calls that I am not? Not really sure...
As always, thanks for your input
Mike
I know I am not competing with every guy with a pickup truck and a "snipe" sign on the street corner but in essence I kind of am and they must be getting the calls that I am not? Not really sure
Its simple: get a pickup truck and put out some "snipe" signs. If they are getting calls from them, then you will.
Blue,
Yeah, except they are illegal in our community and the County sends out $50 citations when they pick them up!
Kind of don't want to be a law-breaker in the interest of generating business.
they muist pay...
they're illeagal here too but they're everywhere...
every so often the county collects and sends out three bills to the liste # or addy....
one because it was posted...
one for collection/pick of said sign...
and one foe disposal...
Life is not a journey to the grave with the intention of arriving safely in a pretty and well preserved body, but rather to skid in broadside, thoroughly used up, totally worn out, and loudly proclaiming<!----><!----><!---->
WOW!!! What a Ride!
Forget the primal scream, just ROAR!!!
"Some days it's just not worth chewing through the restraints"
What I found is the loophole in our area is most of the guys who use snipe signs are unlicensed. So then when the county goes to fine them, they issue the fine but the guys ignore it as there is no real recourse. Yet with us having a license it can be used as a black mark against us.
Kind of stinks!
What is a "snipe" sign?
Jon Blakemore RappahannockINC.com Fredericksburg, VA
One of those papercardboard sign on a small stake of wood or metal frame you stick into the ground at an intersection...like for garage sales and such.
Can you hunt them snipes.?Reminds me of an old Cheers episode.
You probably could...like hunting wabbits!
Mike,
my core neighborhood is largely roofed out for a while---due to a hail storm in 2007--- so i am looking at other neighborhoods to target3 of my last 4 jobs--were produced by my son and I spending 3 hours hanging door hangers in a targeted neighborhood---- monday i will be doing a 4 th project that came the same way--- my last project-- took 10 days( which is forever by my standards)----------- prospective customer found me via the internet--- don't ask me how--- I don't even have a web page---- but he was looking for tile roofing repairs----and found me somehow later next week--- i will do another tile roof repair project-THAT guy found me the same way-- the internet---after that-about Sept 8 i will spend 2-3 weeks roofing a doctors house--- he got my name from his nurse------ his nurse had my name because over the last 12 years or so I have re-roofed basically every building in her condo allotment my suggestion--- target some neighborhoods that you are interested in working in-- I call them Volvo neighborhoods-- for me it's nice older, well maintained neighborhoods with classic houses and the sort of income where they don't flinch or quibble at a repair in the 4400 to $3000 range-- they just say"how soon can you do it?" I would look at direct mail or door hangers
i have done the door hanger thing maybe 3 times-- it has always generated nice little projects- If I was smart-- and wanted to be busier-- i would consistently devote 2-4 hours EVERY week to hanging door hangers. In fact- i may spend the winter devising 6 or 8 routes-- of about 500 houses---and in the spring--pay a high school or college kid $100 to hang 500 hangers EVER week--- do one route a week--when all the routes are done--start back at the beginning.
stephen
one of the best advertisment, your name on your pickup
Stephen,Have you ever considered a website? I would think you could benefit from one, even if you put very little in it.A one page site with contact information, a brief description about who you are and what you do, maybe a link or notes showing your published articles, etc. The content might only take 30 minutes to put together, and I would be a guy like FatRoman could make the site rather quickly as well.I just read in another thread that you said "If you develop the reputation, people will seek you out" or something to that effect. I think a lot of people in my generation do 90% of their "seeking" via the internet. Why count them out?I would bet that, for the cost of one neighborhood's worth of door hangers you could have a website up and running. You could always expand as needed.
Jon Blakemore RappahannockINC.com Fredericksburg, VA
jon,
I absolutely should--- in fact for the last 3 winters I have planned on doing so--- just never got around to doing it. One reason is-- I have actually taken very few photos of my work over all------ big mistake right there- I should have taken way more pictures--- the other reason is---- I have seen so many web sites that would actually repell me--- I don't want mine to end up the same way----so it doesn't get done both are poor excuses
stephen
I'm no website expert, but I don't think you would need more than 2 or 3 pictures.
1) You say that most of your clients are seeking you out. A website would give them a central place to find you and, if you want, a quick prequalification (IE "if you want professional roofing repairs done by someone with 24 years of experience in the Akron area, we're the company for you") for those who are seeking you out. How many of your clients, upon being asked for your contact information, would be inclined to just email your site to their friend/family/neighbor? I would bet a lot.
2) I think the fact that you've been published at least two times would be a big asset for you. See Shelternerd's website. I think that content, since it comes from a professional source and has professional photography, will be a lot more valuable than a few pictures of a roof.
Jon Blakemore RappahannockINC.com Fredericksburg, VA
Actually-- published four times-- but who is counting?,:>)I was thinking about this yesterday----------
my existing articles--- are becoming of limmited usefullness to me as they basically are about asphalt shingle roofing. I have been trying to move out of that for years-- and have actually had some success in that lately--- I haven't fired up an air compressor in maybe 8 weeks now
I did a slate roof earlier this summer---- finished a tile and half round gutter job last week--- doing another tile roof repair project in the up coming week along with a couple of misc. exterior carpentry repair projects this week. I am really trying to get develope the slate and tile repairs business--- especially the tile repairs as there is essentially no competition and it is much tricker than slate---- in addition to exterior carpentry repairs. you are probably right about a web site---- but one benefit to door hangers and direct mail--- is that you can target specific neighborhoods with pinpoint accuracy my target market--- is kind of narrow-- the houses here I am interested in-were built largely between 1909 and 1929 or so--and i need the customers household income to average $100,000 plus I can target that specifically with door hangers and direct mail-ACTIVELY--and have real geographic controll over my message. A web page-- I would just be hoping the appropriate people see it-- but it's more likely to be seen by people outside my target demographic. I am starting a big project for me 9-8-09 that will take me 2-3 weeks.- after that i will largely be done untill the spring if I choose--- som maybe I can work on the web site idea this fall.
Stephen
Hope this isn't too far off topic...it is marketing...As Huck mentioned another threadfind
grind
mindthe 3 pillars of business...seeing as I have ground through all the jobs I found, I am in find mode...marketing.I am putting together a website-I've been checking out go daddy.comAlso think the door hanger idea is brilliant-low cost and very easy to target your demograph...so I'm working on my marketing and I'm going to post what I've got so far.I am changing my main specialty to kitchens and I plan to partner with Emile, a kitchen designer with 20 years experience who was recently forced to retire because he wants to spend more time at his camp. silverThe attached copy is most likely a newspaper ad with our pictures
in the spaces at the left and right.
Alot of folks have said things about websites but how does that really work for you? I mean, we have one and folks say its nice and all but thats AFTER they already know about us and have our number and are considering us for their project.
I think someone said they post on Craigslist each moring to get their name out there to direct folks to their site. Thats a good idea.
But without doing that, unless you buy a bunch of the top key words for your area, do you really get cold hits on your site when folks just search for say "Remodeling, Anytown, USA"?
If I search in my area, our site does not come up until about page 6 or 7 in yahoo, google, etc as we haven't purchased enough key wordsad words I am guessing? By thenm are folks really still writing down names and numbers after say 20-30 contractors sites appear?
Or am I looking at this wrong and my understanding of how it works for people cold searching is all wrong????
One thing I might add-folks finding your website after they know about you is not a bad thing-it's like seeing an ad when you're thinking about buying their product...I think a website is a vital part of the sales process-marketers say it takes something like 20+ exposures before your message is effective...and a good site can educate and add "perceived value" to your company especially if it had testimonials from satisfied customers.
Interesting Stephen...I like the door hanger ideas.
Lately most of my jobs have been research and consulting for agencies, attys, etc. I guess I can't really use door hangers for them can I? :)
I wonder if our job markets are all that different? As a roofer you can identify exactly what you do on your hangers...as a contractor, I have a tough time figured out what to put as if I just put contractor, its hard for folks to determine what I can do for them? I usually do additions, commercial renos and build new but need to revamp for the door hanger I suppose?
mike
Nice site. quick and to the point. Did you mention how much a month?I think a good niche market is renovations to make a home barrier free, ADA complient?More focus on home care and the population is only getting older!!!!
>>"Nice site. quick and to the point. Did you mention how much a month?"It cost me about $200 up front. That covers the domain name (actually two of them, one to cover the most common typo), and hosting for two years. The site-building functionality is a freebie.And so far, that's been IMO amazingly low-cost advertising.Now, like I said in an earlier post in this thread, I have to spend time every day (10 to 30 minutes, depending) keeping my Craig'sList free ads somewhere near the top of the page when local search there.(It's the Craig'sList ads that point folks to the website.)And, IMO, that time doesn't come cheap. But the alternative is to get my site "listed" with a few of the big search engines.And that won't work -- my business is small intentionally, and getting a top listing on Google would have perhaps dozens of new-customer calls per day. And who knows, some of them would probably come from 250 miles away.I won't be laughing at the lies when I'm gone,
And I can't question how or when or why when I'm gone;
I can't live proud enough to die when I'm gone,
So I guess I'll have to do it while I'm here. (Phil Ochs)
>>"I think a good niche market is renovations to make a home barrier free, ADA complient?"I've thought a lot about that too, and I've made some ADA-style modifications for some folks.But once again, the intent on my part to keep my business small -- just me -- limits some of the things I should advertise.In my experience, when someone calls for ADA changes -- a ramp, some grab bars, maybe a bathroom tear-out -- their need is rather immediate, or at least they think so.And most people have little concept of what they truly want. Ramps, for example, are always MUCH longer than anyone expects. Most people seem to think that if steps are comfortable, then a ramp of a similar slope should be fine -- or at least that the ramp will take about the same amount of space.But of course, 1/12 slope is much different than a 7/12.Having said all that, I have thought (a thousand times) about the possibility of making an arrangement with one of the local medical-supply houses. They do a lot of delivery and set-up work for things like hospital beds, but many of them shy away from drilling and driving screws for a grab bar; or modifying an existing screen door; or changing all the door knobs in the house.
I won't be laughing at the lies when I'm gone,
And I can't question how or when or why when I'm gone;
I can't live proud enough to die when I'm gone,
So I guess I'll have to do it while I'm here. (Phil Ochs)
"I think a good niche market is renovations to make a home barrier free, ADA complient?"I've been thinking as adding it as a specialty as well...especially when I saw it on Huck's siteI picked up a rag this week that was called Seniors- free paid for by advertisers...a small ad in a paper like that is more like a .22 than a shotgun...aim small miss small ...probably cheap tooabout the boomers...perfect demographic...lots of'em
getting older
with lots of money to spendI want to sell them kitchhens.silver
Hey- I just got the short answer to setting up a web site...it was the kind of marketing idea that was just too big for me to grasp...but a website today, with a link on your business cards is probably
one of the best and cheapest marketing tools available to us today.I'm rebooting my card so I'll try to add a website.thanks,silver
Have you read Guerilla Marketing? There are some great out of the box ideas in that book.
I starting teaching woodworking in a community college to help with leads...I probably got the idea from that book and a few other places.
I taught for 16 years and give it up a few years back.
Right now I've got a few days of work left...anyway-a former student called me today and wants several windows changed out.
I tend to book a pile of jobs and work my way through them but I've got to be more aggressive about marketing.
I always start with rebooting my business card and then I get buried and that's as far as it goes...
silver