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There are many ways to advertise your business.
Those advertising efforts, coupled with any other publicity you
garner collectively make up your marketing. But if your marketing is
sporadic, and your ads always look different, chances are your
visibility is going to be blurred.
For starters, take a good look at your company attire and other
logoed materials. Do they match? Does your truck simply have
lettering that spells out your name, while you business card has a
clip-art hammer and saw, and your new letterhead has a new slick
logo?
Why is it just the letterhead that bears your logo? The first thing
you need to do is add some uniformity to everything you wear out,
pass out or advertise. This will give an image of you that can
become recognizable over time.
This design could be accompanied by a slogan as well. Your logo
does not have to be the most fancy, but it should stand out. Once
you have a logo, save the artwork on a disk in several different
formats. Make sure the newspapers and other print publications you
advertise with have a copy of this. Make sure your Website, if you
have one, has this logo added to it.
And, if you do have a website, you should in turn included this
address on every other piece of material, just as you would your
phone number. You should order new business cards and stationery to
reflect this change
as well. Over time, you will have a consistent look within the
marketplace, rather than your ads look like a new business every
time, or every company t-shirt look like it comes from a different
company!
But it is not just having a consistent design that will help your
marketing efforts, but advertising on a consistent basis as well. If
things are slow, you can’t expect to place one ad in a Sunday
newspaper and expect to gain enough new projects to last you the
year.
You message needs to be out there consistently. This does not mean
you need to spend thousands of dollars on a marketing budget. It
does mean however, that you should look into some methods to get
your message out on a regular basis. Many publications offer better
rates if you sign an annual contract. I had a friend who was a
director of a local school.
On the first Sunday of every month, she ran an employment ad for an
admissions representative. She did this to always have a stock of
resumes in hand. The same could be done for your business- the same
ad on the same recurring basis. If you prefer the direct mail route,
get a schedule together, so you can do this on a consistent basis as
well.
Finally, to keep up with your previous customers, follow up should
be done on a consistent basis- not just when you need business. Be
sure to be consistent with your follow up for every customer.
Perhaps a checklist can aid with this. Mark off when you send a note
of thanks, a follow-up survey, a ‘year-after’ phone call and more.
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