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MARKETING YOUR BUSINESS. PROS FREE ADVERTISING — SIMPLY DO A GOOD JOB AND WORD WILL SPREAD ABOUT YOUR WORKFREE ADVERTISING — SIMPLY DO A GOOD JOB AND.

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Presentation on theme: "MARKETING YOUR BUSINESS. PROS FREE ADVERTISING — SIMPLY DO A GOOD JOB AND WORD WILL SPREAD ABOUT YOUR WORKFREE ADVERTISING — SIMPLY DO A GOOD JOB AND."— Presentation transcript:

1 MARKETING YOUR BUSINESS

2 PROS FREE ADVERTISING — SIMPLY DO A GOOD JOB AND WORD WILL SPREAD ABOUT YOUR WORKFREE ADVERTISING — SIMPLY DO A GOOD JOB AND WORD WILL SPREAD ABOUT YOUR WORK HOMEOWNERS TALK TO OTHER HOMEOWNERSHOMEOWNERS TALK TO OTHER HOMEOWNERS YOU MAY GET SEVERAL REFERRALS FROM A SINGLE JOBYOU MAY GET SEVERAL REFERRALS FROM A SINGLE JOB IT’S A SMALL WORLD — YOU NEVER KNOW WHAT MAY COME FROM ANY SINGLE CUSTOMERIT’S A SMALL WORLD — YOU NEVER KNOW WHAT MAY COME FROM ANY SINGLE CUSTOMERCONS THE PROCESS CAN EASILY BACKFIRE…IF THE WORK IS POOR QUALITY, THAT WORD ALSO SPREADSTHE PROCESS CAN EASILY BACKFIRE…IF THE WORK IS POOR QUALITY, THAT WORD ALSO SPREADS BE PATIENT — REFERRALS CAN BE A SLOW PROCESSBE PATIENT — REFERRALS CAN BE A SLOW PROCESS WORD OF MOUTH TIP:DON’T FORGET ABOUT MAINTAINING YOUR CUSTOMER’S CONCRETE. RESEALING NOT ONLY PROTECTS THEIR INVESTMENT, IT PUTS YOUR FACE BACK IN FRONT OF THEM, CONTINUING THE CYCLE OF SATISFIED CUSTOMERS AND GOOD WORD OF MOUTH.

3 PROS REACH A VERY WIDE AUDIENCE, INCLUDING BOTH HOMEOWNERS AND BUSINESS OWNERSREACH A VERY WIDE AUDIENCE, INCLUDING BOTH HOMEOWNERS AND BUSINESS OWNERS CABLE COMPANIES USUALLY HAVE AFFORDABLE RATES FOR NON-NETWORK, NON-PRIME TIME ADVERTISINGCABLE COMPANIES USUALLY HAVE AFFORDABLE RATES FOR NON-NETWORK, NON-PRIME TIME ADVERTISING ONE MONTH OF ADVERSTISING MAY CARRY YOU FOR AN ENTIRE SEASONONE MONTH OF ADVERSTISING MAY CARRY YOU FOR AN ENTIRE SEASONCONS FILMING YOUR OWN COMMERCIAL CAN BE EXPENSIVEFILMING YOUR OWN COMMERCIAL CAN BE EXPENSIVE TIMING IS EVERYTHING — DON’T ADVERTISE IN DECEMBER IF YOUR SEASON STARTS IN MARCHTIMING IS EVERYTHING — DON’T ADVERTISE IN DECEMBER IF YOUR SEASON STARTS IN MARCH YOU MUST HAVE A WEBSITE AND/OR BROCHURE TO HANDLE THOSE INQUIRIES — BE PREPARED!YOU MUST HAVE A WEBSITE AND/OR BROCHURE TO HANDLE THOSE INQUIRIES — BE PREPARED! TELEVISION ADVERTISING

4 TRADE SHOWS PROS NETWORK WITH OTHER PROFESSIONALS IN YOUR AREANETWORK WITH OTHER PROFESSIONALS IN YOUR AREA EDUCATE LANDSCAPE ARCHITECTS AND OTHER CONTRACTORS/BUILDERS ABOUT YOUR PROCESSEDUCATE LANDSCAPE ARCHITECTS AND OTHER CONTRACTORS/BUILDERS ABOUT YOUR PROCESS TARGETED AUDIENCE OF PROFESSIONALSTARGETED AUDIENCE OF PROFESSIONALSCONS CAN BE EXPENSIVE TO PREPARE FOR: BOOTH DESIGN, BANNERS, BROCHURES, PHOTO ENLARGEMENTSCAN BE EXPENSIVE TO PREPARE FOR: BOOTH DESIGN, BANNERS, BROCHURES, PHOTO ENLARGEMENTS NOT FOR THE MEEK — YOU WILL MEET & GREET (POTENTIALLY) THOUSANDS OF INDIVIDUALSNOT FOR THE MEEK — YOU WILL MEET & GREET (POTENTIALLY) THOUSANDS OF INDIVIDUALS NOT FOR THE UNPREPARED — DON’T LET YOUR COMPETITORS OUTPERFORM YOU AT A SHOWNOT FOR THE UNPREPARED — DON’T LET YOUR COMPETITORS OUTPERFORM YOU AT A SHOW

5 HOME SHOWS PROS REACH THOUSANDS OF HOMEOWNERS AT ONCEREACH THOUSANDS OF HOMEOWNERS AT ONCE OPPORTUNITY TO EVALUATE YOUR COMPETITION AND THE MARKET IN GENERALOPPORTUNITY TO EVALUATE YOUR COMPETITION AND THE MARKET IN GENERAL TARGETED AUDIENCE OF HOMEOWNERSTARGETED AUDIENCE OF HOMEOWNERSCONS CAN BE EXPENSIVE TO PREPARE FOR: BOOTH DESIGN, BANNERS, BROCHURES, PHOTO ENLARGEMENTSCAN BE EXPENSIVE TO PREPARE FOR: BOOTH DESIGN, BANNERS, BROCHURES, PHOTO ENLARGEMENTS NOT FOR THE RUDE — IF YOU ARE NOT “PEOPLE PERSON”, HIRE SOMEONE WHO ISNOT FOR THE RUDE — IF YOU ARE NOT “PEOPLE PERSON”, HIRE SOMEONE WHO IS NOT FOR THE UNPREPARED — DON’T LET YOUR COMPETITORS OUTPERFORM YOU AT A SHOWNOT FOR THE UNPREPARED — DON’T LET YOUR COMPETITORS OUTPERFORM YOU AT A SHOW

6 NEWSPAPER ADVERTISING PROS REACH A VERY WIDE AUDIENCE, INCLUDING BOTH HOMEOWNERS AND BUSINESS OWNERSREACH A VERY WIDE AUDIENCE, INCLUDING BOTH HOMEOWNERS AND BUSINESS OWNERS SPECIAL INSERTS OR LOCAL COMMUNITY FEATURES OFTEN TARGET THE HOMEOWNER DEMOGRAPHICSPECIAL INSERTS OR LOCAL COMMUNITY FEATURES OFTEN TARGET THE HOMEOWNER DEMOGRAPHIC A SINGLE TARGETED, WELL-POSITIONED AD MAY CARRY YOU FOR AN ENTIRE SEASONA SINGLE TARGETED, WELL-POSITIONED AD MAY CARRY YOU FOR AN ENTIRE SEASONCONS HIGH-PROFILE POSITIONING IS EXPENSIVEHIGH-PROFILE POSITIONING IS EXPENSIVE POSITION IS IMPORTANT — DON’T SETTLE FOR A CHEAP AD BURIED IN THE BUSINESS SECTIONPOSITION IS IMPORTANT — DON’T SETTLE FOR A CHEAP AD BURIED IN THE BUSINESS SECTION YOU MUST HAVE A WEBSITE AND/OR BROCHURE TO HANDLE THOSE INQUIRIES — BE PREPARED!YOU MUST HAVE A WEBSITE AND/OR BROCHURE TO HANDLE THOSE INQUIRIES — BE PREPARED!

7 WEBSITE AND SOCIAL MEDIA PROS IT’S YOUR 24/7/365 FULL COLOR BROCHUREIT’S YOUR 24/7/365 FULL COLOR BROCHURE UNLIMITED NUMBER OF PHOTOS AND INFORMATIONUNLIMITED NUMBER OF PHOTOS AND INFORMATION SAVES TIME — REFER LEADS TO YOUR WEBSITE WHERE THEY CAN FIND ANSWERS TO COMMON QUESTIONSSAVES TIME — REFER LEADS TO YOUR WEBSITE WHERE THEY CAN FIND ANSWERS TO COMMON QUESTIONS WORKS IN CONCERT WITH ALL OTHER FORMS OF ADVERTISING, FROM YOUR BUSINESS CARDS ON UPWORKS IN CONCERT WITH ALL OTHER FORMS OF ADVERTISING, FROM YOUR BUSINESS CARDS ON UP FACEBOOK AND PINTEREST GETS YOU SEEN BY MORE POTENTIAL CUSTOMERSFACEBOOK AND PINTEREST GETS YOU SEEN BY MORE POTENTIAL CUSTOMERSCONS REQUIRES ADDITIONAL ADVERTISING — THE WEBSITE WON’T GET ANY TRAFFIC ON ITS OWNREQUIRES ADDITIONAL ADVERTISING — THE WEBSITE WON’T GET ANY TRAFFIC ON ITS OWN SEARCH ENGINES ARE NOT THE BEST WAY TO SPREAD THE WORD — YOU MUST STILL FIND WAYS TO LET PEOPLE KNOW YOU EXISTSEARCH ENGINES ARE NOT THE BEST WAY TO SPREAD THE WORD — YOU MUST STILL FIND WAYS TO LET PEOPLE KNOW YOU EXIST

8 POSTCARDS & DIRECT MAIL PROS INEXPENSIVE TO PRINT & MAIL (AS LITTLE AS 31¢)INEXPENSIVE TO PRINT & MAIL (AS LITTLE AS 31¢) SHORT, FOCUSED MESSAGESHORT, FOCUSED MESSAGE FULL COLOR EXAMPLES OF YOUR WORKFULL COLOR EXAMPLES OF YOUR WORK LEAD THEM TO YOUR WEBSITELEAD THEM TO YOUR WEBSITECONS REQUIRES A MAILING LIST & LABELS FROM A LIST VENDOR (TARGETED BY ZIP CODE, HOUSEHOLD INCOME LEVEL, OR OTHER DEMOGRAPHIC)REQUIRES A MAILING LIST & LABELS FROM A LIST VENDOR (TARGETED BY ZIP CODE, HOUSEHOLD INCOME LEVEL, OR OTHER DEMOGRAPHIC) MULTIPLE MAILINGS MAY BE REQUIRED TO GENERATE A RESPONSEMULTIPLE MAILINGS MAY BE REQUIRED TO GENERATE A RESPONSE 3% RESPONSE IS CONSIDERED A SUCCESS — OUT OF 2500 POSTCARDS MAILED YOU WILL BE LUCKY TO GET 75 RESPONSES3% RESPONSE IS CONSIDERED A SUCCESS — OUT OF 2500 POSTCARDS MAILED YOU WILL BE LUCKY TO GET 75 RESPONSES

9 SPECIALTY ITEMS PROS BASEBALL CAPS AND T-SHIRTS FOR YOUR CREWS ARE AN INEXPENSIVE WAY TO REINFORCE YOUR BRAND AND DISPLAY A PROFESSIONAL IMAGEBASEBALL CAPS AND T-SHIRTS FOR YOUR CREWS ARE AN INEXPENSIVE WAY TO REINFORCE YOUR BRAND AND DISPLAY A PROFESSIONAL IMAGE PEOPLE ALWAYS NEED FREE PENS OR CALENDARSPEOPLE ALWAYS NEED FREE PENS OR CALENDARSCONS EXPENSIVEEXPENSIVE GIVING AWAY BALLOONS AND FRISBEES DOESN’T DO MUCH TO PROMOTE YOUR WORK, AND MAY SEND THE WRONG SORT OF MESSAGEGIVING AWAY BALLOONS AND FRISBEES DOESN’T DO MUCH TO PROMOTE YOUR WORK, AND MAY SEND THE WRONG SORT OF MESSAGE TIP:THERE ARE BETTER WAYS TO SPEND YOUR MONEY — LEAVE THE FRISBEES, KEYCHAINS, AND MAGNETS TO THE REAL ESTATE AGENTS AND TOWING COMPANIES

10 BROCHURESBROCHURES PROS PEOPLE, ESPECIALLY HOMEOWNERS, LOVE GLOSSY FULL-COLOR BROCHURESPEOPLE, ESPECIALLY HOMEOWNERS, LOVE GLOSSY FULL-COLOR BROCHURES ALLOWS YOU TO SHOWCASE YOUR BEST WORKALLOWS YOU TO SHOWCASE YOUR BEST WORK A PROFESSIONAL BROCHURE SENDS THE MESSAGE THAT YOU ARE NOT SOME FLY-BY-NIGHTA PROFESSIONAL BROCHURE SENDS THE MESSAGE THAT YOU ARE NOT SOME FLY-BY-NIGHTCONS LIMITED AMOUNT OF SPACE FOR YOUR PHOTOS AND INFORMATIONLIMITED AMOUNT OF SPACE FOR YOUR PHOTOS AND INFORMATION EXPENSIVE TO DESIGN AND PRINTEXPENSIVE TO DESIGN AND PRINT STATIC — YOU CAN’T CHANGE THE INFORMATION UNTIL YOU REPRINT THE NEXT BATCHSTATIC — YOU CAN’T CHANGE THE INFORMATION UNTIL YOU REPRINT THE NEXT BATCH TIP:DESIGNING A BROCHURE REQUIRES EXPERT SKILL AND PROFESSIONAL SOFTWARE — DO NOT GO OUT AND BUY SOME COMPUTER PROGRAM IN THE HOPES THAT YOU’LL SAVE YOURSELF MONEY BY DESIGNING YOUR OWN BROCHURES.

11 PHOTOSPHOTOS PHOTOS ARE THE MOST VALUABLE AND IMPORTANT PIECE OF THE PUZZLE… EVERYTHING RELATED TO ADVERTISING YOUR COMPANY WILL DEPEND ON THE QUALITY OF YOUR PHOTOS. YOU MAY GET YEARS OF ADVERTISING OUT OF ONE OR TWO PHOTOS, SO TAKE THE TIME TO DO IT RIGHT. CLEAN UP THE JOB SITE, SETUP A TRIPOD FOR A STEADY SHOT, AND IF THE SLAB IS HALF-COVERED IN SHADOW, COME BACK AT A TIME WHERE THE SUN IS IN A BETTER POSITION. WAIT UNTIL THE LANDSCAPING IS DONE, THE GRASS IS GREEN, THE FLOWERS ARE BLOOMING, AND THE HOUSE LOOKS LIKE A HOME. YOUR BROCHURES WILL BENEFIT. TAKE A CLASS. LEARNING HOW TO USE YOUR EQUIPMENT IS MUCH CHEAPER THAN HIRING A PROFESSIONAL PHOTOGRAPHER.

12 PHOTOSPHOTOS DO… USE A TRIPOD WHENEVER POSSIBLEUSE A TRIPOD WHENEVER POSSIBLE CLEAN YOUR LENSCLEAN YOUR LENS WATCH YOUR SHADOWS & REFLECTIONSWATCH YOUR SHADOWS & REFLECTIONS CLEAN THE SITE UP FIRST (LEAVES, TRASH)CLEAN THE SITE UP FIRST (LEAVES, TRASH) TAKE YOUR TIMETAKE YOUR TIMEDON’T… USE A DISPOSABLE CAMERA — UNLESS YOU HAVE NO ALTERNATIVE (PLASTIC LENSES, LOW-QUALITY)USE A DISPOSABLE CAMERA — UNLESS YOU HAVE NO ALTERNATIVE (PLASTIC LENSES, LOW-QUALITY) TAKE JUST ONE PHOTO FROM ONE ANGLETAKE JUST ONE PHOTO FROM ONE ANGLEHINTS TAKE CLOSEUPS TO SHOW THE DETAIL WORKTAKE CLOSEUPS TO SHOW THE DETAIL WORK ALWAYS USE THE HIGH-QUALITY SETTINGS ON YOUR DIGITAL CAMERAALWAYS USE THE HIGH-QUALITY SETTINGS ON YOUR DIGITAL CAMERA ANY PHOTO IS BETTER THAN NO PHOTOS AT ALLANY PHOTO IS BETTER THAN NO PHOTOS AT ALL

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