Question

Topic: Advertising/PR

Ad Campaign/marketing Angle-$150 For Ad I Use

Posted by Anonymous on 4/9/2008 at 5:31 PM ET 250 Points
I'm developing a business plan for a new business and am looking for an ad campaign/marketing angle for 30 second radio spots.

Our company will sell categorical listings of construction/repair companies whom we have pre-screened, and whose work we determine to be consistently above average, to homeowners and business owners who are actively looking for someone to hire.

The price of a listing is still being considered, but we thinking they'll start below $30 for the cheapest categorical listing (probably be handyman/small jobs and repairs) and could top out around $100 for the most expensive listing category (maybe home building/extensive remodelling general contractors).

The benefit of using our service will be that customers are not shooting blind and gambling with an important decision and a major investment. The company's working name is Bravo Company - Independent Referral Service.

I'll pay $150 for a campaign/angle I use and the help getting it somewhat into a form I am comfortable with.

I'm looking for an ad/angle that appeals to people who
a) try to be careful with their money
b) realize that there are good contractors and bad contractors out there
c) are trying to get the best work for the best price
d) cannot afford to pay for the premium, top-of-the-line contracting companies

I know that many times people find good contractors through word of mouth, but sometimes they can still be hard to find. Also, our company follows contractors through job after job to evaluate their usual results, whereas word of mouth referrals are generally based on one or two people's experiences.

Thank you. I'm looking forward to your ideas.
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RESPONSES

  • Posted on 4/9/2008 at 11:01 PM Author
    rjfoto, thanks for the reply.
    That's interesting and I like it. However, for me, I'm not sure if there's quite enough of a hook, like a concept or an idea that makes the listener "feel" the "need" for our service.
  • Posted by Jay Hamilton-Roth on 4/10/2008 at 8:49 AM Member
    Child's voice:
    Eeny, meeny, miny, moe.
    Pick a contractor by the toe.
    If he hollers let 'em go.
    My mother said to pick...

    Voice over:
    No clue on who to hire for your next home repair? Bravo eliminates the guesswork. Our pre-screened contractors will save you time and money, and most of all, worry. Call 1-800-555-1212.
  • Posted on 4/10/2008 at 12:20 PM Author
    Thanks very much for these ideas rich.kottmeyer, rjfoto (again), and Jay Hamilton-Roth. These are definitely good.
    However, maybe I didn't say correctly what I'm hoping for. It's not that I wanted a script for the spots, it's that I was wanting for an overall theme or angle to use for the ads. I know the reasons why people should buy our product, but I'm having trouble deciding on ideas on how to get other people understand and believe that they should buy. That's really what I'm asking for. What should I emphasize or convey to appeal to people?
    I do see the angles in your suggestions (and I think they're good), but I'm not sure those angles are powerful enough, considering that I'm starting from nowhere, an unknown company with a product that is unheard of, untested, and unproven.
  • Posted on 4/10/2008 at 2:39 PM Author
    WMMA, thanks for the reply. Like most people I don't have a lot of money. That's why I have to use the best ad strategy I can (I'm here to see what ideas I can get - and hopefully find some that are better than the ones I already have). Of course I will tell the truth, but I need to have a marketing concept/strategy that is creative, memorable, and persuasive in order to make the ads as effective as possible. I'm hoping for some ideas that will speak to potential customers in a way that appeals to their mind, hearts, and wallets.

    rjfoto, thanks again for the suggestion. You mentioned the best strategy/idea I've had so far with all this: empathy. I figure most homeowners have either had experience with bad contractors or want to avoid having a bad experience. But how to get them listening and interested in my buying product is my problem. I'm wondering how to get on their wavelength and get them wanting to dial my number. My dilemma is that I need an idea/angle that sells my product.

  • Posted on 4/17/2008 at 12:07 PM Author
    Well, I appreciate all the responses, but I guess I'll have to try again later. Next time I'll reword slightly. Not being in the ad biz, I recently remembered a word that might help people understand what I am looking for. The word is "pitch". I am looking for a good pitch. Not a word-for-word commercial, but the overall pitch. A good concept/idea and an overall way of presenting it.

    Thanks again, especially to rjfoto. For your effort, I'm going to email the mods to see if they can award you half of the points I put up for this question.
  • Posted on 4/18/2008 at 3:32 PM Accepted
    Seems like you have to sell the idea that you have done the investigation, you have checked the references and you guarantee the work being done by the companies you refer - maybe that's your pitch - you're standing behind your referrals. Not only does the contractor stand behind his or her business, but you do too. Going from that angle - you're giving the homeowner a pretty strong case for using your services. Just have to make sure you are truly representing the cream of the crop!

    Good luck!
    CVN
  • Posted on 4/18/2008 at 5:27 PM Author
    CVN, your comment is very insightful, but unfortunately, from a legal standpoint, I have to build in a separation to protect myself from being held liable if a contractor caused a problem. I have a good disclaimer (maybe too good for some potential customers, but that has to be how it is), but also I have to be kind of careful about making statements that are too strongly worded for my own good. So, too bad for me, I have to sell my service without being able to use that really good pitch. Any thoughts?
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