Other Marketing & Advertising Options

Marketing Options For Your BusinessTelevision — Potential exposure to a wide range of prospects, but can be expensive, and difficult to track, with no guarantee of leads. With so many channel options, many homeowners simply turn the channel when a commercial begins. Couple that with TiVo, DVR’s, and it becomes even easier to fast forward right through the commercial that you paid your hard earned money for. With so many channels to choose from, deciding where to place your ads becomes increasingly difficult. With TV, you buy airtime, not prospects.

Radio — Radio presents a similar set of problems to those of television. Almost every vehicle now has a CD player or iPod hookup, and satellite radio is becoming more prevalent. Radio in the automobile and in the home has declined dramatically over the years. With increased technology and increased choices, radio advertising becomes less attractive. With radio, you buy airtime, not prospects.

Print — There are several different forms of print advertising that are commonly used in
the home improvement industry. Yellow Pages advertising generally encourages price shoppers to call multiple contractors, and those are not highly closable leads for the company that prides itself on high quality work. Newspapers and magazines are the other major forms of print advertising. It is commonly known that people are viewing more news and events online than in the newspaper, and most publications, even major ones, have fewer subscribers as time passes. With print, you buy ad space, not prospects.

Direct Mail — Mailed pieces can hit a broad target, or as proximity mailers, they can also be sent to specific areas. The downside is that most people view this as “junk mail”, and no matter how nice the mailed piece may be, it is usually viewed only briefly by the majority who receive it. In addition, there is no immediate opportunity to capture the prospect; nothing to create a true sense of urgency. The mail piece may elicit interest, but if homeowners do not make the immediate decision to actively pursue, the piece is quickly forgotten. Generally speaking, most mail fulfillment centers will suggest a 2% response rate. The reality for home improvement contractors who actually track leads, proves that half of 1% is more accurate.

Internet — This has become the new wave of advertising. While we at D2D Marketing wholeheartedly endorse a professional, compelling and attractive company website, this will not supply you with enough leads standing alone. There are many internet based lead generation companies that try to swallow these prospects up before they get to your website (Service Magic, ABC Leads, everycontractor.com, etc.). When you enlist the help of these services, many contractors have found out the hard way that these companies are selling the leads to multiple different contractors, the leads are not fresh, they are hard to contact, and in the broadest sense, they simply do not close.

Have questions about Marketing and lead generation services? Contact us today at 765-426-7473 and speak to one of marketing experts or fill out our Free Consultation form and one of our advisors will contact you.