Question

Topic: Advertising/PR

Marketing For Service Industry

Posted by Anonymous on 8/28/2009 at 5:59 PM ET 125 Points
I own an Audio Visual rental company in the Boston area. We are a local company as apposed to a large national company with all types of in house hotel contracts. Lately having a problem getting the phone to ring. Looking for some ideas on how to directly market to target audience. Our target is medium to large size companies that have cafeteria meetings on site for employee town meetings or quarterly updates. Internal communication departments or HR is who we are after, but they will never take your call.Have used google adwords but find it tends to be hit or miss. Looking for some gorilla advertising ideas. Our clients tend to be companies like Liberty Mutual Ins, Bank of America and so on. We don't find the consumer class can justify cost.
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RESPONSES

  • Posted by michael on 8/28/2009 at 6:05 PM Accepted
    You might do well calling on some local caterers. They're bringing food to those same meetings AND they have the ear of the HR people.

    Michael
  • Posted on 8/28/2009 at 6:18 PM Author
    Thanks Michael, this is a good place to start.
    Scott
  • Posted by AdsValueBob on 8/28/2009 at 8:01 PM Accepted
    You have only mentioned that you call. Do you have a professional marketing piece and do you distribute it? As mentioned in the question about your web site, some of the the same rules apply here.

    Your calls should have a compelling reason for a person to call you back. What is you "can't pass it up it offer" or "cost saving program". Prove you value to their needs.

    You've also stated "Lately having a problem getting the phone to ring." What has changed "lately" in your market. Has the economy taken its toll on internal or external meeting and events. Is there new competition?

    Ideas:
    Consider asking / paying your target market to participate in a short survey on (their) AV needs. It creates a dialog and help you understand their needs.

    Consider delivering a professional marketing piece to the applicable persons with some "gift" that would be hard to ignore not calling you back.

    Offer a free AV service package with purchase of an AV package

    Create and distribute a free How-To Guide to Better AV Presentations or Great AV Presentation on a Budget

    Advertise repeatedly and be where the client would look - yellow pages, a competent AdWords campaign.

    Add a "pop up" survey to the web site to ask why they don't call. Try https://4q.iperceptions.com and its free.

    Bob



  • Posted on 8/28/2009 at 8:46 PM Author
    Bob, I like how you are thinking. I also love any opportunity to get info from clients. The economy has definitely affected us. You have a lot to contribute here.
    I will think about all this over the weekend.
    Scott
  • Posted by telemoxie on 8/29/2009 at 1:21 PM Accepted
    could you partner with "content providers". Rather than sitting around and waiting for someone to plan a meeting (and hope that they remember to call you) could you initiate or instigate a meeting?

    Some speakers and consultants will give a short address for free, in hopes of a later longer address or contracting engagement.

    The available via free training might get you on the phone with the HR people. Any meetings to set up gives you a chance to showcase your technology and service.

    As you market yourself to potential speakers, and explore possible partnerships, you can also promote your services directly to them.
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