Know-How Exchange : Advertising/PR

Let's start with the tagline: "... the contractor to know" is not going to do you much good. It's not benefit oriented, it doesn't tell who your target audience is, and it doesn't really tell what you do.

Most homeowners don't shop for "contractors." They shop for someone who can remodel their kitchen, build a deck, lay a patio, etc. So when you tell them you're a contractor, they hear "he must manage some kind of projects." They might even think you hire a lot of sub-contractors, and you're just the general contractor.

The name "HomePro" is a step in the right direction, but coupled with "contractor" it suggests that you build new homes, and that's not the positioning you want. You need something in your tagline that talks about home improvement, remodeling, maintenance, etc. so people will have a way to relate to what you do and understand what you can do for them.

One problem, of course, is that you do so many different things that almost anything you say will limit your appeal. GOOD! When you try to be everything to everyone, you end up being "generic" to all. You might as well call yourself "Acme Enterprises ... We do whatever you want."

Figure out what you want to do mostly, how people find contractors that do that, and get to a place where you have a legitimate shot at 100% of the market. In the end, that will generate more business for you than trying to chase 0.00001% of a huge market. It's a rifle shot, not a shot gun, approach. And in the end, it will save you money and improve your business.

Hope this helps to get you thinking.

I like your tagline. There is a benefit in the tagline, you are the contractor to know for any project, for your expertise and skills-- let the clients fill in the blank.

I get from the types of projects you have listed, you are targeting home owners and existing construction vs new?

So you are looking for improving and upgrading the space primarily vs insurance work. Would you call yourself a design/build firm?

If you were going to change the tagline, I'd go with "Improving the Space You live in".

When you are talking about categories-- are you looking at yellow pages? Service Magic? I've used Service Magic for referrals, the range of contractors they put you in touch with is scary.

I'm more of a guerrilla marketer.

I think you are stepping in the right direction by defining a niche by season. I work with contractors on a daily basis, and while you can do it all, finding a sweet spot to focus will help hone your marketing dollars. Spring we are thinking outdoor projects, fall we will be cocooning awhile so we look for inside projects. We want the home to shine for holiday entertaining.

People think landscapers and garden centers for koi ponds- is that really your expertise? I think the koi pond owner is too small a market to invest marketing $$. If you want to go after that market, go to the associations of koi fish collectors, and if they have local shows. I know a guy who's house was a disaster, but he easily had $500K in his pond design and fish costing up to $25K each.

Outdoor kitchens and outdoor fireplaces are an upcoming trend. Fusion market with a pool center and the landscape guys on that. That'll also lead to deck upgrades.

Kitchen and bath remodels are full of competitors-- from Joe the handyman to real contractors as yourself. To separate yourself from the pack, work with the designer showrooms like Ann Sachs and usually where she is, so are her competitors on the same level. Get in front of designers and architects doing those additions.

I am rereading my post and my thoughts seem random. But I'm trying to get you to drill deeper.

With whatever tagline you choose, pick photos of projects that emphasize your WOW results. The images will grab the eye, then the person will read the words. Consider: Like This? Call Us!