Know-How Exchange : Advertising/PR

Well I have a lot of industry related insight to offer. I know the IICRC well (where your (hopefully) certifications came from -- as well as being a rep for many national companies and a certified floor covering inspector.

First, when someone signs on to a national company-- they are buying the name and the goodwill. That is the ONLY value they add. But don't underestimate the value-- think flooring-- when you are in a bind would you choose Joe's Cleaning shop or ServePro ? Joe's Carpet Shack or Carpet One?

I know that for that goodwill companies pay a fee-- a fee you are not paying and can pass on savings to the end user.

To create a slogan or tagline for you-- I need more info. What is your niche? Cause if your differentiator is "I'm doing the work so buy direct" I'm not seeing it happen. At that point you put yourself into the low price arena-- you don't want to be there.

Now I do see the "story"-- independent working for national (bla bla) knows first hand...certified... love or hate it IICRC is the standard.

This may sound like rambling but I am thinking out loud. I'd step almost totally out of the big company network and be the expert. And offer services the large co doesn't. Like side match dying (not carpet dying) and repair (Barry Costa-- and if your are not in the industry you won't know who he is)

And don't invest in these services till you tak to me.

In many cases the marketing that the large company provides is a real bargain. You may well need to spend more than you pay them for your own marketing expense. And you won't have the advantage of scale like they do.

I know this doesn't respond to your real question, but Carol Blaha has asked some very important questions. You need to have a story other than price. (She's a real pro in this business.)

So tell us why you think a prospective customer might call you instead of a recognized name. What makes you different from, and better than, your competition?

Like Carol, I have some hands-on experience in the carpet and carpet cleaning businesses. You will need to spend at least 20-25% of sales on marketing if you want to stay busy, so you won't be able to play the low-price game for very long.

Now for the tagline or slogan: Let's start by understanding who your primary target audience will be. Commercial or residential? Where? How will you market your business? Do you have a marketing plan? What do you know about how your target audience makes the purchase decision for carpet cleaning? Are they loyal to the last company who cleaned their carpet? Why/why not?

What's the name of your company? We don't want to repeat anything from the name in your tagline.

We can definitely come up with a tagline for you, but we need more information from you first. What is the unique and important positioning benefit you offer?

Are you saying you get very little business that you can attribute to the national branding or that you keep very little of the revenue you receive?

You've likely signed an agreement that limits what you can or cannot say in your advertising...when using their brand. Don't get in a situation where you lose that because of something you did.

Since I don't know the industry, do you have some protected area of coverage? Are you looking to break out of that area?

Michael