Question

Topic: Advertising/PR

Urgent - Direct Marketing Assistance

Posted by Anonymous on 6/20/2008 at 12:33 PM ET 250 Points
Hi Folks!

I assisting a roofing/construction/remodeling company with their marketing efforts.

Our plan is to Direct Market to residences around our jobs and I am wondering what is the best way to go about doing so. I would like to use a combination of:

Doorknob hangers
Canvassing/Direct Selling (Door to Door)
Sales Letter
Post Card
Etc.

I am struggling with when to do what. Typically, our roofing jobs take anywhere from 1-3 days. Roofing jobs are good potential leads for our construction and remodeling services.

So, how would you proceed? I am trying to map out a strategy.Send a postcard first? Then a hanger, followed by Direct Selling?

I am aware that it takes a few impressions to score a lead.

Thoughts?
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Levon on 6/20/2008 at 12:54 PM Member
    I would go Internet and yellow pages. People know when their roof has sprung a leak and will find you. Making yourself available is key.
  • Posted on 6/20/2008 at 12:56 PM Accepted
    Wow...this is a really interesting challenge. Thanks for brining it to the boards.

    My first thoughts are:

    1. Be careful who you send door to door. Maybe a sweaty construction guy in torn jeans isn't the best to do your face to face selling. (Not that he might not have the skills/knowledge...but working on a hot roof in the summer doesn't put you in the most presentable of conditions..believe me...I know...LOL)

    2. How about a 3 part campaign:

    Pre Job Postcard: We are going to be in your neighborhood on X/X/2008 - X/X/2008 - From 12:00 until 2:00 every day a professional home remodeling expert will be available to discuss your _____needs. Stop by our worksite and let _______ get you on the road to a new sunroom (or whatever) Have your web address, phone number and a couple of pics of AWESOME jobs you have done.

    During Job Door Hanger: All the houses get a door hanger saying something like...We're here! Now is the perfect time to find out everything you ever wanted to know about that nagging home improvement job you've been dreading. Come by our mobile office between 12:00 and 2:00 while we are working on ________ street and get a professional home improvement specialist to lay out the specifics you must know before starting any home imporovement project. Please fill out the reverse side of this hanger and bring it with you to meet _______ at the mobile office. (have a name, address, project, phone number etc. form on back)

    During the job: Have soemone at the site READY to give GOOD information and to set appointments for estimates.

    After Job Postcard or letter with insert: Have pictures of before and after job you just completed in their neighborhood (everyone is a voyeur and wants to know what the neighbors are doing) along with a classic sales pitch about your company. FOCUS ON WHAT YOU CAN DO FOR THEM!

    Also...don't forget strong follow up with the people who stopped by your "mobile office" - they are your hottest prospects.


    Just an idea...but it sounds fun and engaging. I think it could grab you quite a few leads.

    Best of luck!

    Kris

  • Posted on 6/20/2008 at 1:40 PM Accepted
    I think you can kill two birds with one stone on this. During the day or evening of the days you are working (you have a company sign in the yard right) have your rep canvas the area, when your rep comes across a home with no one there, quite often, leave a door hanger. When people are there but don't want to talk, they can hand them a door hanger or magnet card.
  • Posted by Jay Hamilton-Roth on 6/21/2008 at 9:38 AM Accepted
    Basically, you're trying to create a referral as-if your client talked you up with their neighbors. So, if Jane Smith hired you, then you must be good! If you can get Jane Smith to agree to using her name in your promotion (in exchange for compensation), even better.

    For your jobs - show before/after pictures. The right image will get people to think, "I want that also". Have high quality images on a website brochure.

    Combine your pre-job announcement with a strong offer, for example: "Since we'll be in your neighborhood, you can $ave even more".

    For more involved jobs, offer to host a party for your client in exchange for them inviting their friends to see how much nicer their home is. Make it a very low-key presentation, simply having a sales rep there and answer questions, schedule consultations, etc.
  • Posted on 6/23/2008 at 11:34 AM Member
    Hello,

    For your direct mailing all the list company needs is the address you are working at. Then they can pull a 1,2 etc mile radius from the location.

    How to send? 3rd class, 1st class bulk or 1st class

    3rd class: 1-3 weeks until delivery

    1st class bulk takes priority over 3rd class but still can take 1-2 weeks

    1st class few days

    For 3rd & 1st class bulk you can put the next few job locations on your mail piece and save money.

    Door hangers should go up the day before you start. This will give them more of a notice.

    I am not a fan of door knocking. If I don't know who it is I don't open the door. You would have to do it at night because both husband & wife usually work. This is why Avon etc.. have moved to different formats to sell their products. They use to do door-to-door!!

    Good Luck

    Tom
  • Posted on 6/23/2008 at 4:11 PM Accepted
    There are a lot of very valuable and actionable promotion ideas above. So, let me offer something different:

    Consumers today are highly resistant to being sold. We all have more power today to find roofing vendors and make our own decisions and we're remarkably consistent in our desire to exercise our power via internet, phone book, and social networks. That in mind, it's ALWAYS important to differentiate. Consider what your point of difference is. Price? Availability? Speed? Quality? One Stop Construction Services? That your guys are highly professional and drive cool vans?

    Whatever it is, lead with it and use it consistently. Use it to forge a brand that lives beyond the promotion. Use it to create an emotional response that's more than just being in the prospect's face with "Hey, I can do your roof."

    Branding isn't just for big guys. It's a solid, long-term investment strategy for small business, too.
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Advertising/PR)