Question

Topic: Strategy

How To Let People Know Everything We Offer

Posted by Anonymous on 2/26/2009 at 8:26 AM ET 125 Points
Our company sells various glass products for home, auto and business. We often get customers coming to us asking if we do a certain type of glass (for ex. "do you do shower doors"). I think alot of people associate us with auto glass and do not know we also do commercial and residential glass.

on the one hand, I think it is good they are calling us, because that means they are finding us and then we can tell them what we do once they get here. But on the other hand, I wonder how many people don't even attempt using us at all because they just don't even think we do residential and commercial glass. What is a good way to let the community know that we do glass for the home as well as auto?

Right now, we have readerboards outside, with messages that change monthly featuring various products. We do homeshows, Yellow page and TV advertising. We send letters out weekly to that week's customers. (the letter thanks them for their business and then lists some products we offer. There is also a comment card in the letter for them to return). I have thought about putting out lawn signs on customer's yards when we do residential jobs (showers, vinyl windows, etc). Any other suggestions?

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RESPONSES

  • Posted by Jay Hamilton-Roth on 2/26/2009 at 8:40 AM Accepted
    Does the name of your business, tagline, or visuals with your existing advertising tend to pigeonhole your business? If so, start with transforming these (if it's your name, change the tagline).

    Next time someone calls, ask them what they thought you did and why. After enough calls, you'll have some great info by which to change their future perceptions.
  • Posted on 2/26/2009 at 7:37 PM Accepted
    Along Phil's line of thinking, you could also create three "companies" - ABC Residential Glass, ABC Commercial Glass and ABC Auto Glass. More expensive, but this will let you place more targeted ads in the YP section you need.
  • Posted by Mikee on 2/28/2009 at 3:49 PM Accepted
    Every piece of advertising and communitcation needs to point out the facets of class you do. Change your invoices, business cards, Yellow Page Ads (multiple ads in different categories), phone message.

    People will not know what you do unless you tell them.

    Mike
  • Posted on 3/2/2009 at 2:25 PM Accepted
    thanks for all the replies so far.

    Mikee- Are you saying just list "Auto, home, business" or list several of our key products? I am afraid that our invoices, business cards, letteheard, etc, will look too cluttered if I add our product info. I will have to work on a layout though and see.
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