Appreciate any advice in advance! Been a lurker for years and years. This may be my first post on a very informative message board!
After 12 years in business and never having to look for a job, I kind of fell on hard times this past January. Every previous job has been from a referral. I’ve been stumbling along this Spring with very few calls. I’ve decided I need to get on the offensive and do something. I need to get my name out there and try to jump-start things. The only option is to make this work. So, anyone care to critique my plan? Have these things worked for you guys?
1. I’m going to take out a radio spot. 100 30 second ad’s, 4-5 times each day, spread across 4 weeks, on the highest rated, targeted audience, in my area.
2. Generate another mailing to my past customers. I do this every now and then. I’ve also thought about purchasing a targeted mailing list. Anyone used this with any success?
3. Update my website. I’ve had a website for 10 years or so. Maybe needs a new refreshing, look.
4. Print out many, many business cards and leave them everywhere.
5. Pull out my yard sign and start using it. I stopped for several years because I really had too much work…
Any other other ideas that have worked?
I want this to all happen at the same time, in the next two weeks. Kind of a ‘ad blitz’ thing…
Thanks again…
Dave
Replies
Dave,
Have you called all your former clients and touched base with them and ask them if they need any help or if they know of anybody who could use your help. It may not land big jobs, but it may help keep you moving forward before spending big bucks on advertising.
Bruce
One thing you want to do is to try to figure out some way to tell which ad scheme is working for you. Sometimes different phone numbers are given, sometimes you just ask "How did you hear about us". But you need to keep track.
But keep in mind that the ads should work together. Put the seed in their brain with the radio ad, eg, and then refresh it with yard signs or mailings. I'm no ad expert so I can't tell you the right strategy, but you can probably think a bit and at least avoid several wrong strategies.
Since your earlier work was from referrals, I would touch all of those bases before I started spending money on radio ads.
You may be able to scare up enough work to keep afloat without sinking a lot of money into ads that will be heard by folks worrying about keeping their jobs, paying the mortgage, etc.
You can always run the ads, but I would wait until that was really the last hope.
I think your plan is great.
I also think you might make a mental note about stopping the use of yardsigns. "note to self....DOH!"
The yard signs keep your name out there. Do you think McDonalds should take down their signs because they are selling too many burgers?
So, the next time you start getting too many calls, think of a different strategy...like raising prices?