Know-How Exchange : Advertising/PR

Hello bblake,

The first question you need to answer is who is your audience? What I mean by this is are you looking for consumer/general public clients or are you looking for business/corporate clients. Whichever you are looking for you should drill down a little farther and create a target audience profile so you know who you are looking for.

Next, you need to do a little research and figure out what the best channel is for communicating with your customer such as your promo packs, booklets, door hangers, etc. You might even want to look in to doing more social networking.

Once you pick your channel of communication then you need to craft a message that your audience will respond to and I think "We Do it All" isn't going to communicate to your audience that you are an expert at installing windows or concrete stamped drive ways. You message needs to be about something that you have expertise in and preferably is something that can be put into at the present time.

An example is, I have heard a construction company, advertising on the radio, in the Twin Cities that is currently talking about their egress window installation services. The first time I heard them talking about it caught my attention because it seems like a bad time to put one in as we are coming into the winter months and the ground is going to freeze. That caused me to listen a little more closely and then I heard how they are experts in the area because they put in a product right now that will stop the ground from freezing in the area they will need to dig allowing them to put in the window. Then they go on to talk about their 20 yr no leakage guarantee which makes me think they are a pretty good company with a guarantee like that.

Anyway, the point is identify who your audience is, locate the best channel to communicate with them, and craft a message about one of your skills that you are most likely thinking about. The specific message will get you in the door to talk about other possible projects they might have for you. Also, one of the best way to determine who your audience is, is to look at your current clients.

Hope that helps

pcdaugs

I agree with Jay.

You need to get in touch with people that can help identify people that will be doing construction soon. Architects and Realtors are the first that come to mind. You need to contact these folks and make it known that you would like to bid on any projects they know are coming. Be sure to have a portfolio of your work to show them.

Mike

Do you subscribe to CMD or Dodge and visit their plan rooms? Its really very easy to get in architects and their bid lists. Partner with reps of the products you carry and make joint calls. Your window rep (for example) probably regularly does box lunches with architects can designers. I do them in my rep line-- and will take my clients to them. They (we) both get all cards of those attending-- for both of us to follow up. Attend meetings of IIDA (interior designers), AIA, and USGBC (green building) to network and meet your prospects in a non sales environment.

I know you've been "busy" but who have you been door hanging to? Your tactics have been passive. You need to be more direct. Your competitors are, and that is why you have been out maneuvered.

Sell Well and Prosper tm