Before we saw how to get started on crafting your Unique Marketing Plan with a strong web presence and direct mail. Now we will share with you the other marketing plan must haves that you should include when tailoring your company’s marketing strategy.
Community Involvement
- One of the primary keys to a primary marketing zone is to be a known quantity in the community. Your target prospect takes pride in the community they live in and they appreciate people who support community efforts and “give something back”. Implementation of the community involvement strategy can involve any of the following:
- Advertising in local newsletters, phone books, school athletic programs etc.
- Sponsorships.
- Athletic Teams
- Charity Events
- Community Events
- Participation in Community Organizations
- Chamber of Commerce
- Rotary
- Networking Groups
Community involvement can really differentiate XYZ Company from the lower tier providers. This is a place where XYZ Company can really shine because the marketing plan allows for great flexibility due to the concentrated effort in one market area.
Other Media
Depending on the area, AAA Magazine has a format that allows for a personal profile of a company that would work well in the XYZ Company marketing mix. It serves your prototype prospect and is growing in popularity as a resource for home manager decision making. This would be a reinforcement of other methods as the budget allows and the article can then be useful as a sales tool.
Other media to get your marketing message out there.
Radio has some potential in the XYZ marketing mix. “Limited availability” has tremendous appeal. You can craft the ad for people living in ABC Neighborhood and create an appetite for future services. This also works online. The boxes that say “Put in your zip code and see if we currently provide service in your area” not only helps the business collect data about which zip codes have an interest, but the “Check back soon…we’re growing, etc.” has proven to be an effective technique to keep people coming back. Why do people get a stronger desire for something they can’t have than for something that’s readily available? It is one of the mysteries of human behavior. The company that continued to advertise butter during World War II when butter was completely unavailable gained an incredible market share when butter was once again for sale to the general public.
In terms of radio and your prototype prospect – Both AAA & BBB stations would be your best marketing choice. These stations all have a format for ads that implies endorsement by an already trusted personality and allows for optimum customization. They are relationship driven stations and therefore, compatible with the multiple touch point relationship-driven marketing strategy of XYZ Company
A limited availability strategy can work well in conjunction with a customized radio spot placed in a prospect demographic niche.
Strategic Alliances and Piggy-Back Marketing
- Partner with other service companies in the area for a joint ad or mailing piece. Exchange mailing lists, email lists etc.
- Seek alliances with companies with similar commitments to quality that offer complementary home services…landscaping, pool builders, real estate professionals, etc.
- Think bigger and seek a strategic alliance with the developer or the key builders in a new subdivision. Builders are always looking for things to include in the package to entice buyers.
Promotional Items
Promotional products can be the heart of any marketing campaign.
Everyone loves an unexpected gift. The Cajuns call it lagniappe…that little something extra. Leaving a small American flag for visits close to the 4th of July, a treat for Halloween, a pumpkin or gourd for Thanksgiving, a candle for the holidays, etc. Personalization is not necessary or even desirable. A gift leaves a more genuine impression when it doesn’t seem like advertising. When you are working a small area, intensely, you can do these things and word does get around. A personal approach to connecting with your customers is a key to differentiation from the competition. They can’t do what you can do, but you can do everything they can do and more. As your market share in an area increases – Think bigger: put flags throughout the neighborhood…compliments of XYZ Company and put out a press release. Use the story on your website and in your email newsletter. Head over to our store and browse through hundreds of products to find the right for your company. The variety can be overwhelming, contact us and we’ll be more than happy to help you.
Referral Program
The psychology of determining the reward that will impact decision-making it fascinating indeed. An upwardly mobile customer base may not respond to a cash incentive as readily as they would to other types of reward. “We’ll make a donation in your name to your favorite charity.” Or we’ll donate to the Food Bank or something even more local…Again, picking a small area and learning about the people that live there will pay off in every aspect of the marketing plan.
Customer Anniversary Plan
This can be the cornerstone of a customer retention program. The fact that you acknowledge the date that your customer became your customer and surprise them each year with an increasing discount on their service bill that month…again, people seem to love an unexpected discount on services.
Articles and Press Releases
Establish yourself as an expert in your field by submitting articles to neighborhood newsletters, local newspapers, and even submit your name for local radio programming on the home shows etc. Also submit articles to web locations that will help position the website higher in relevancy rankings. When someone searches for XYZ Company and finds not only listings and the website, but finds articles and information on other websites…you just became more credible.
Press releases regarding some of the community involvement activities tend to hold a special place in the memory of your target prospect.
What we are talking about is a multiple touch point campaign in a small market segment designed to create a saturation point of recognition that compels prospects to take action. We will use Suzy Q. Public instead of John for illustrative purposes. Suzy has seen the attractive XYZ trucks in the neighborhood and she has taken note of the nice uniforms of the technicians. She goes to the mailbox and retrieves an attractive card that feels more substantial than some of the other mail she has received. She notes the logo and sees a testimonial from someone in her neighborhood. She sees a strong offer and keeps the card “just in case”. Company is coming next month and she realizes that she has had some problems. She goes to the internet and searches for YOUR SERVICE. There’s that logo again. Search the website and find lots of good information and forms an opinion of the credibility of the company. The tone is personal and friendly…and there is a special offer… so maybe she’ll call. But, life intervenes and she goes on about her business. Got to get the kids to soccer practice… there’s that name again…that team across the field is sponsored by XYZ Company.
The local newsletter arrives and guess what: that logo is everywhere. Back to the web. This time she’ll search for customer reviews and ratings and everywhere she looks XYZ Company scores
well. Then she notices an article written by YOU of XYZ Company. Guests are coming. Who will she call?
Without even touching on every touch point you start to get the idea. The same would be true for the existing customer and the building of a stronger referral base. When you identify the core concepts that you want your business to communicate to your customer base and your new prospects, you wrap those concepts in honorable intentions, and you follow through with consistent actions…you have achieved marketing success. The result is relationship marketing at its very best and success that builds on itself for incremental growth.
We hope you found this to be a helpful guide for your marketing endeavors! If you have any questions or would like some help putting your company’s uniqueness into motion http://txpsg.com/blog/contact-us/contact us and we’ll be more than happy to help you grow your business.
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