Advertising ideas..

VINMAN · 03-05-2012, 05:06 AM

Got a question for you guys, gals. I'm looking to redo my advertising for my side home improvement business. When lookin through ads, flyers, a billboard, etc.. ( especially for my type of business)What exactly would catch your eye. what would make you stop and take interest in it?

Any ideas would be a huge help.

stomachmonkey · 03-05-2012, 05:11 AM

Tastefully laid out professional photos of prior work.

Licensed, insured.

Jim Richards · 03-05-2012, 05:13 AM

Boobies.

If you can't do that in your ads, I'd like to see your contractor's license #, and that you're insured. I'd like to see a short list of the types of work you do, some examples of your work and that you'll provide references if requested. How much you put in the ad depends on the media that you intend to place the ad in, but try not to be too skimpy.

gassy · 03-05-2012, 05:19 AM

In addition to your skills I would point out your high level of integrity like

I return phone calls promptly
I am proactive with keeping you updated on your projects progress, etc.

If I saw an ad with even just those two points I would be inclined to give you a call.

VINMAN · 03-05-2012, 05:19 AM

Yep boobies would always help! but need to appeal to housewives too... lol

My license # is always displayed in my ads ( state law..) always state that im insured and bonded.
One form of media im mainly concerned about is something like a home improvent book/flyer you would find in a supermarket or some thing similar to that. Ive always used just a copy of my business card. But now looking to go a little fancier
My advertising budget is limited, so I cant afford full page flashy color ad right now.

Rick Lee · Rick Lee's Garage

How about this?

"I RETURN ALL PHONE CALLS AND AM NEVER EVER LATE"

That should keep you busy for the rest of your life.

LWJ · 03-05-2012, 06:52 AM

I had a customer who experienced 33 - 50% growth doing one thing. He had three guys hanging doorknob flyers every day for 1/2 day. He had a money machine. Sometimes it is best not to over think it.

Larry

Zeke · 03-05-2012, 06:59 AM

Some 25 years ago I used to run an ad in the local paper that said,

" French Doors
6' $699 - 8' $899
Completely Installed"

(phone no. and name)

Those were leaders, bare bones doors meant as a replacement for existing sliding patio doors and it said something about existing openings. I was busy until the recession of the early 90's.

Right now I don't think any ads will pull a lot of business, so it's best to keep it simple and cheap. True enough about the calls. Usually the most interested contractor got the job. No one likes to be jacked around even if they are saving money.

And the ones that would take poor service just to get a price are not customers you want anyway.

VINMAN · 03-05-2012, 07:39 AM

Quote:

Originally Posted by Rick Lee

How about this?

"I RETURN ALL PHONE CALLS AND AM NEVER EVER LATE"

That should keep you busy for the rest of your life.

Rick, that is the #1 complaint i hear about contractors. Thats has always been one of my credos. I ALWAYS return calls. and show up when im supposed to. i fi cant the customer gets a call.

Quote:

Originally Posted by Zeke

Some 25 years ago I used to run an ad in the local paper that said,

" French Doors
6' $699 - 8' $899
Completely Installed"

(phone no. and name)

Those were leaders, bare bones doors meant as a replacement for existing sliding patio doors and it said something about existing openings. I was busy until the recession of the early 90's.

Right now I don't think any ads will pull a lot of business, so it's best to keep it simple and cheap. True enough about the calls. Usually the most interested contractor got the job. No one likes to be jacked around even if they are saving money.

And the ones that would take poor service just to get a price are not customers you want anyway.

Yea its tough now Milt. Even the big established guys are hurting. Thats why i dont want to spend alot. It is a waste. I pretty much flood the area with my cards. I get some business off of that, but alot is word of mouth too.

Rick Lee · Rick Lee's Garage

Quote:

Originally Posted by VINMAN

Rick, that is the #1 complaint i hear about contractors. Thats has always been one of my credos. I ALWAYS return calls. and show up when im supposed to. i fi cant the customer gets a call.

Well, let everyone know that. Scream it from the highest mountaintop. I used to sell Yellow Pages ads and the number one trick to getting a response to an ad is to answer the question that's top of a customer's mind. Everyone has had contractors blow off their calls. Everyone. And everyone has had them show up late or no show. Put that issue to rest in your first contact with them (the ad) and you're halfway there. Getting a great price doesn't really matter if the contractor won't show up or return calls to schedule.

VINMAN · 03-05-2012, 07:50 AM

I'm trying also, to concentrate more work in the shore / beach area. More money available there. Plus those types of customers tend to be easier to deal with.

porsche4life · porsche4life's Garage

I don't care who you are, tell me what you do. Seriously, your name doesnt need to be the most prominent thing in the ad.

VINMAN · 03-05-2012, 08:11 AM

Sid, I totally agree. But remember this is Jersey. Image is everything. People are materialistic here. The brand of clothes you wear to do an estimate can make the difference if you get the job or not. People are more impressed by a fancy colorful ad, or a pretty vinyl wrapped truck, then the content of it.

Sad, but it is the reality.

Groesbeck Hurricane · 03-05-2012, 09:26 AM

Licensed, insured, bonded.

Area of expertise (exterior doors, landings, decking, General Contractor)

License #

POC with number where messages get answered even if it is an irate customer.

Glamour shots of VINMAN????? Good quality shots of work YOU have done and can reference.

Give reasonable expectation of amount of time to do job, give a reasonable pad, always finish before the deadline on budget. More difficult to do!

Bird photos do nothing for me. Don't know why others are thinking this????

VINMAN · 03-05-2012, 09:55 AM

Quote:

Originally Posted by Groesbeck Hurricane

Glamour shots of VINMAN????? photos do nothing for me. Don't know why others are thinking this????

Glamour shots of me?? I want to get customers, not chase them away!

One fault I do have, is not taking pictures of work I do.

VincentVega · 03-05-2012, 10:05 AM

Can you target advertising to existing or previous customers? Give them $$ off future work and give your new customer a default good deal.

I usually ignore most advertising for similar work and rely on friends for advice.

Good luck, I'm sure it's not easy.

LeeH · 03-05-2012, 10:27 AM

Random thoughts:

I'd think you'd have better results with referrals than advertising. A business coach I know talks about how much money is wasted on advertising. People do it because the feel like they have to. If you DO run ads, track the results. If it doesn't work then stop doing it or change something. If you change something track those results until you find something that works.

Referrals don't necessarily happen automatically. Make the customer happy, then ASK THEM to please mention you to their friends and family. After you're done with a job check back with the customer a few weeks later to make sure they're STILL happy.

There are so many companies (big and small) that do average work and think that's enough. It really doesn't take much to stand out. Do what you say you're going to do when you say you're going to do it, work for a reasonable price, and show you care by following up later. You will be a rockstar to your customers and they'll be happy to tell others about you, especially if you ask them to.

Do you know any real estate agents? Lots of big and small repair work going on with foreclosures. One of my clients specializes in foreclosure rehab for banks and agents. Can you sponsor an agent's lunch for some real estate offices? One of my biggest clients (medical, not construction) spends way more money buying lunch, snacks, muffins, etc for her client's office staff than she does actually advertising. The results are incredible.

Rick Lee · Rick Lee's Garage

If you want to seriously track your ad's success, you should use a different phone number in your ad, perhaps have it forward to your main cell phone. I think adding a line to a family share plan is $10 a month and you probably don't have to have a phone with that number turned on. Just forward it to your main cell phone and then look at your bill to see which calls that number in the ad received.

cashflyer · 03-05-2012, 10:47 AM

In 2011 I had my old HVAC system removed and a completely new HVAC system installed - including ductwork. I also had a new roof put on my house. I will briefly tell you about my experience and hope that you can learn something from it (I know I did).

I got estimates from 3 HVAC companies. I went with the one that quoted what I asked for without hitting me up for a bunch of extras. The crew started the job on time, then disappeared for a week, then had two guys come out and finish the job. Two weeks over their quoted schedule, and the job was all fuched up. Ducts in the wrong places, heat unit installed backwards, etc.

I requested roofing quotes from 4 companies. 1 never showed up for the appointment. 2 came out and looked - 1 failed to ever quote and the other refused to give me the quote in writing. The 4th company quoted in writing and they got the job. They were 8 days late starting the job. 90% of their work was fine, the other 10% was shoddy. It took me contacting the state licensing board before they agreed to come out and correct the poor work.

What does all this have to do with advertising?
Well, with the HVAC contractors, I went strictly by word-of-mouth. All 3 companies were recommended to me by my friends who had used them.
With the roofing, I went strictly by billboards, radio ads, and yellow pages. I looked for established companies that were licensed, insured, and bonded.

In the end, it didn't matter where I found their info. They all let me down one way or another, and as a result I will never recommend them. If they had done what they promised, I would be giving them free word-of-mouth advertising.

My point is this: The very best advertising you can buy is bought by just doing what you promise, and integrity is free.

VINMAN · 11:25 AM

Quote:

Originally Posted by Rick Lee

If you want to seriously track your ad's success, you should use a different phone number in your ad, perhaps have it forward to your main cell phone. I think adding a line to a family share plan is $10 a month and you probably don't have to have a phone with that number turned on. Just forward it to your main cell phone and then look at your bill to see which calls that number in the ad received.

Thats exactly what I have. My business has its own # and the calls are fowarded to my cell , (I dont feel like carrying another phone around.)

Cashflyer, the majority of my work has always been word of mouth. To me that the ultimate in advertising. I'm looking to retire from my regular job soon, so just looking for a little extra boost.