what are some inexpensive marketing strategies people have used to promote a small business?

Question

I own a commercial/residential painting company and am fully covered by workmans comp and general liability. I have 10 guys that work for me. We are fully professional and work in complete uniforms. My goal has always to bring professionalism to my chosen trade and to offer this at a very competive rate. I want to increase to 20 guys by this summer...I want some good ideas on how to expand to double where I am at now...Thank you for any suggestions I am willing to try new marketing stategies....Joe

Answer 1

Getting your name out there as visibly as possible is probably most important. I'm assuming you have already investigated whether or not you are competitive. Painting sometimes is a huge expense and some people don't understand the overhead involved, so they'll go with a cheaper company that might not be worth a darn. However, you have to at least stay competitive.

Also you need to try to determine what you can provide your customer that no one else can.

Ask yourself these questions:

1) What are my customers current alternate choices? [example answer: a) they can hire company X b) they can do it themselves]

2) What are my strengths and what are my weaknesses over the alternate choices? [example answers: a) I deliver a faster service than company x b) People don't have the time or equipment to do it for themselves c) My services are 3x what it cost to do-it-yourself if someone had the time

3) How can I explain or defend my weaknesses? [example answers: a) time is money b) I can provide a warranty c) I provide no-hassles.

4) What's in it for them? Why should they spend their money with your company versus Company X or just do it themselves?

Once you have all these questions answered...and write as much as you can...you'll have the basis of creating a plan to making your customers happy and making your business stronger. Use this information in your literature, you sales pitches, Your advertising....everything. It becomes the basis of who you are.

Also explore things like warranties and customer referral rewards.

Good luck.

Answer 2

I'm sure you have looked into the usual...yellow pages, newspaper and local flyer advertising, etc. Here are a couple other ideas:

Referrals is the best way of generating more business. One you can ask for referrals from your customers. Even offer gift cards to Home Depot or a grocery store to customers that refer to their friends and family. Door hangers are an inexpensive way to spread the word. Print a bunch and have your crew hang 10 per job.

Another way to go is with a mailing list service. One example is http://www.salesgenie.com , where you pay a monthly fee but you are able to select a demographic (like new residents in a certain zip code in single family homes.) Usually these serves are $300-$500 per month for highly effective lists. Other expense would be the postcard and postage.

Congratulations on a great sounding business and good luck!

Answer 3

Join your area Chamber of Commerce if you haven't already. You will reap the benefit of new-member attention and advertising. Anyone new coming to the area will check the chamber for reputable businesses and your name will be among them. Also, participate in as many social events as possible. Join a social club. Attend the chamber breakfasts, etc. Hand-shaking and baby-kissing (relatively speaking, of course) is not only the oldest form of PR, but still highly effective. Make friends with other business people. If someone mentions needing painting work done, your name is bound to come up. The best news is that this is very inexpensive for you. Also, something I've noticed just recently, I live in a very rapidly growing area and I'm starting to see those small yard signs stating "House Painted by (your name here)." Simple, but noticeable.

Answer 4

The most inexpensive way is through networking with groups of people who can give you contracts. Network with interior designers, with developers. Check in your area if there are networking groups. This can be anywhere from Rotary Clubs to Chamber of Commerce to the business and professional networking group BNI http://www.bni.com/ . It may take a while and time spent in these groups, but knowing people who can give you business can be very rewarding.

Check even with Meetup.com http://www.meetup.com if there are any decorating groups meeting in your state or other groups that may be related to your industry.

Think of creating an online presence - a website - detailing about your services, why customers need to hire you, and how to contact you. You can start with 10 pages or less. Then find local directories and local websites and ask to be linked to them. More and more people are using the Web to find services in their locality, so you need to be where the customers are.