Here is another awesome guest post by Darren Slaughter, a construction marketing consultant who works with contractors large and small to sell more, advertise better, and market to buyers. I hope you like his stuff – because he’s got a lot of great ideas to share so I’ve invited him to stick around here for a while.
While newspaper advertising has taken a beating over the last few years, there are still some decent results being seen by contractors who pick their spots and market themselves locally. Sure, a full-page ad in the New York Times has gone from 80k to 50k, but I still don’t think most of you reading this are dropping that kind of coin into the advertising fountain, and if you are, I sure hope you are getting the return you need to make that viable!
Repetition – The Best Way to Successful Newspaper Advertising
The golden rule of newspaper advertising – Repetition! If it takes the average consumer 7-15 exposures to an ad before they remember it, then you need to have a newspaper campaign running everyday for AT LEAST a month before you can really gain any meaningful results. You are certainly not going to do that in the New York Times.
It’s All Coming Back to Local Marketing
One hundred years ago everyone did business locally; with their neighbors and the other people in their community. Fruit stand guys sold to carpenters who did work for shop owners and so on. The world outside your door was all you needed. Then big business told us that the only way to compete was to think globally, and huge conglomerates like Dial and ITT ruled the world. And then the internet was born which truly stripping away the barriers to commerce and trade. But you know what? Small is the new big. Local is the new global and many businesses realize that working around the corner is just as good if not better than working around the world.
But Contractors Always Knew That
Face it, most contractors work within a 15 mile radius of their homes or shops. And that means you need to market your company locally, in your local newspapers. If you take a look around, there are far more newspapers in your area than you might think. In my area, there are 10 papers or circulars to advertise in, and many are very reasonably priced. As I have said before, it doesn’t matter how much any advertising costs, it has to provide a return on the investment, which is why you need to make sure you are putting the best ads forward regardless of the cost.
[Tune into Part 2 of Darren’s article… scheduled for January 11]
My story is pretty simple, I write a marketing blog for contractors that is a plain-English, pull-no-punches tale of what I see working for the clients I work with everyday. What I talk about isn’t theory out of some book, I am living it. I’m in the trenches getting my hands dirty just like you!
The topics I tend to talk about are print and online advertising, website design, social media marketing and sales tips and strategies that I hope will help grow your business. If you want to read more, you can check out my blog at http://DarrenSlaughter.com.