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Written by Paul DelFino
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Thursday, 11 October 2007 |
How Do You Score?
There is little question that consumers and most businesses are more selective in spending decision these days. Nearly any publication you read will offer some “scare” statistic about; consumer confidence being down, housing markets eroding, and fears of recession growing. In this environment it is easy to lapse into a depressed melancholy about future business opportunity and justify doing less to get less.
However there are always winners and losers in every economic cycle. The winners seek to find the opportunities presented by the cycle and adjust marketing tactics and business behaviors to the environment. It may be time to revisit and refresh some old ideas and to consider some new approaches. Below is a 10 question quiz with a simple YES or NO for you to answer regarding the marketing of your Decorative Concrete Engraving Business.
- I maintain an organized and continuously update list of e-mail addresses
of prior customers, prospects, and referral sources and diligently e-mail
photos of my most recent jobs to all contacts. YES or NO
- I conclude every job with a personal walk through with my customer where
I provide a care and maintenance tips handout and request referrals of someone
they know who could use my services? YES or NO
- In the last 12 months I have volunteered to engrave an emblem or design
in a high profile civic project supported by the majority of my community
and have issued a press release to the local paper and business magazines
about my effort. YES or NO
- I have developed and sent a mailing to all Real Estate Brokers in my community
reminding them of my service while emphasizing that external landscaping enhancement
increases curb appeal and is considered one of the higher ranking improvements
a property owner may undertake to increase perceived value and asking price
for their home. YES or NO
- I have participated in no less than one Home Improvement Show at my local
civic center in the last year. YES or NO
- I have surveyed the pricing of my competitors in the last 12 months and
adjusted my pricing accordingly if appropriate. YES or NO
- I have asked each prospect where they found out about my service and then
increased my attention/investment in the media/referral sources that has generated
the largest DOLLAR VOLUME to my business. YES or NO
- I have targeted neighborhoods where I have done work and generated a direct
mail promotion into the neighborhoods where I have work that is visible. YES
or NO
- I have updated my brochures and web site with fresh pictures of my most
recent work in the last 3 months. I have also then mailed the new brochures
or e-mailed links of my new web site to all my prior customers and referral
sources as an update and reminder. YES or NO
- I am now devoting 1 hour each week to calling prior prospects who have not
purchased (old estimates) and prior customers. YES or NO
If you have not answered YES to 7 of the 10 questions above it may be time to refresh your marketing plan. Take on new marketing initiatives one at a time. Consider approaching the initiatives above not as one time projects but rather as implanting a continuous and perpetual marketing discipline into your business.
Paul DelFino is an independent consultant who has worked in assisting numerous concrete contracting businesses and entrepreneur through various hurdles of business growth. Go to www.opportunity-inc.com |
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Written by Paul DelFino
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Friday, 23 March 2007 |
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The Internet continues to redefine marketing.
How powerful is the internet?
Consider these facts:
- It took 38 years for the telephone to reach 50 million users
- It took 13 years for television to reach 50 million users
- It took the internet 4 years to reach 50 million users
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Written by Paul DelFino
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Friday, 23 March 2007 |
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Basic Planning - The Steroid for Small Contracting Businesses
The Introduction of Pragmatic, Simple, and Manageable Business Fundamentals Can Provide Immediate Results in Profitability
Small contractors too often view planning as a word describing some complex, big-business process that has no relevance to their “gotta get it all done myself” world. In most cases, this view is valid. However, selective implementation of basic planning disciplines can be the difference between success and failure. We recommend small businesses start with the basics of job planning and work up into more complex planning disciplines for the fastest results.
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Written by Paul DelFino
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Tuesday, 13 June 2006 |
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The 2004 survey of Engrave-A-Crete product users identified direct mail as the NUMBER 1 method engraving professionals use to market their service.
Why do you think your mail box is filled with direct mail advertising every day? The simple answer is because “Direct Mail Works.” Consider the facts below:
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