Question

Topic: Strategy

Increase Database: Targets Not On A List

Posted by Anonymous on 8/10/2007 at 7:29 AM ET 250 Points
Hi, I am wanting to increase our database but am finding it difficult to get information on my targets. My target audience is plastering (as in the building industry) sub-contractors. Being sub-contractors they are not easy to identify or get contact details of. Generally they are employed by the contractor to do the job.

I have taken details from Yellow Pages, purchased lists from Building and Construction Associations, however these can be expensive when you compare to the amount of plasters on the list. I have also tried basic referal programs but need to investigate these further to find a successful offer and technique.

What I would like are:
1/ ideas of how to get to the elusive target audience that aren't necessarily listed anywhere, and
2/ any ideas/details of successful referal programs

All help is greatly appreciated. Thanks in advance.
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RESPONSES

  • Posted by Frank Hurtte on 8/10/2007 at 7:53 AM Accepted
    It has been my observation that people come and go in the plaster business. A few do most of the work. Instead of digging through hundreds to find the few who actually work, why not go to the general contractor to get the ones they use reguarly.
  • Posted by Jay Hamilton-Roth on 8/10/2007 at 8:28 AM Member
    If you're working regionally, I would contact the stores that sell plaster (and related supplies). Ideally, they would share their lists with you. You'll need a reason for them to share their information with you (purchase their list, co-market, cross-market, etc.). If you're trying to compete with them, it may be hard.

    Likewise, nationwide catalogs that service that trade.

    Have you looked at:
    https://www.1800contractor.com/d.Drywall-Plaster.ContractorSearch.-12025.ht...
    https://www.localhelpfinder.com/z/plastering-contractors.html
    https://www.business.com/directory/real_estate_and_construction/commercial_...

    Don't forget you'll need to be able to answer the following questions in your marketing: Are you trying to sell them products or services? Why would they care about what you're selling? What's unique about your offering? Why should they trust you?
  • Posted by CarolBlaha on 8/10/2007 at 9:00 AM Accepted
    As the first posters states-- a lot of these guys are elusive because they work for the sub of the subcontractor. Less contacts may be more.

    I agree with networking-- or build your referral program around the GC. You could also subscribe to Dodge or CDM or Reed. As projects progress the subs are listed as awarded.

    I assume you want to sell them something. If your product is specifiable, you could also target the architects and get it into the planning stage.

    Carol
    Sell Well and Prosper tm
  • Posted by k.pohlman on 8/10/2007 at 2:12 PM Member
    You could also buy a NAICS/SIC code list since every company has one. They are relatively cheap and provide accurate information as well as contact names. It's at www.NAICS.com and they have a simple search to find out what codes you need for your industry.(the word plaster brought up 19)
    You can then tailor the list to suit your needs..... meaning, if you only want to buy a specific code, target a particular territory..etc. you set the parameters.
  • Posted on 8/11/2007 at 4:10 PM Accepted
    Who will gain besides the plasterers? Will it improve something for the general contractors, for the suppliers of materials, for the building trades in general? Each of them have organizations or trade journals who can carry an ad or sell a list.
  • Posted on 8/11/2007 at 9:02 PM Author
    We are targeting the subbies because the contractors supply the plaster board and the subbies have to supply their own additional materials and tools. National manufactures supply the board to the contractors therefore we are targeting the consumables with the subbies.

    I am in Australia and our audience is national. I have looked into trade journals and associations also. I am thinking that referals may need to be my main source of contacts.

    Regarding the referrals, we are going to work with the contractors however I am going to have to test the offer. Any suggestions on the offer that may have worked for you before? I was thinking a) refer 5 new customers get 15% off your next order, b) receive a free gift (what gift though work related or something personal??)...
  • Posted by Jay Hamilton-Roth on 8/11/2007 at 9:22 PM Member
    What problem are the subbies having that you'll be solving for them. Getting goods cheaper? Faster? Selection? Cutting edge technology?

    Your business strategy will inform your approach to your customer. The better the value you offer (and the better you can explain it) the more luck you'll have getting people signed up. If you're doing the same thing as your competitors, why should they sign up?

    As for the incentive, make it based on the value to them. Show them that you have the best prices, service, selection, delivery, terms, etc. Price alone (or gifts alone) won't do it. Price will get some people to sign up, but converting the names into customers will be hard.

    Explain how you're different. Get some testimonials. The word-of-mouth effect will work (but take time) if each of the subbies tell their chums.
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