Tooting Your Own Horn
If you're like many painting contractors, you may believe that "word-of-mouth" is your most effective form of advertising. That's a valid thought: referrals and repeat customers are the cornerstone of most successful businesses. And word-of-mouth doesn't cost you a cent.
Whether you're firmly established in your market or trying to build a reputation, well-placed paid advertising can be an effective way to keep your name and message in front of your customer base. It can help you increase awareness of your company, develop customer loyalty, and generate job leads.
Who ya gonna call?
The ultimate goal of advertising is to make your brand — your company or product name — so familiar to the consumer that it's synonymous with your product or service line.
"You never know when someone will need a painter," says Tom Kelley, a general manager with Lee Enterprises, which owns 24 newspapers and over 100 other publications. "You want to build top-of-mind awareness. Ask yourself, 'When people think of a painter, who do they think of?' If it's not you, find a way to make that happen."
It's like a word association game. For instance, if someone mentions the product facial tissues, you might respond with the brand name Kleenex. If somebody talks about internet access service, you may think of America Online. Both brands enjoy excellent top-of-mind awareness — but it didn't just happen. Advertising can help a new business build a professional image that differentiates it from the competition. A good ad campaign will keep the name of an established firm in circulation and help it find replacement customers.
"If 80 percent of your business comes from referrals, advertising can help you get the other 20 percent for customers who move, pass away or otherwise discontinue using your service," Kelley says.
Consistency and control of your message are two of advertising's most important virtues, according to the Small Business Administration (SBA). The drawbacks are that good advertising requires planning, time and persistence.
Find your target
Once you decide to advertise, you need to examine your long-range business goals. Ask yourself the tough questions: What makes my company different from the competition? Why should a customer buy from me instead of my competition? Why am I the best person for the job? For example, your company may be bonded and insured for commercial work; you may be a color expert; you may have excellent wallcovering or faux finish capabilities; or perhaps you have 30 years of experience — sell your unique qualities.
It's important to determine your target audience. This is a fancy way of asking, "Who is your customer?" This includes not only your current customers, but the ones you want to cultivate for the future. Is your focus residential repaints? Light industrial? Whatever your approach, you need to know who you're selling to before you can approach them.
The Yellow Pages, newspaper classified ads and specialty publications such as local real estate publications are good advertising outlets for a painting contractor, Tom Kelley says.
A Yellow Pages ad can anchor your business for an entire year, and the cost is included on your monthly telephone bill.
"You can spend a lot on a Yellow Pages display ad, but the most effective buy is probably an in-column two-inch ad," adds Kelley. Include a professional looking logo in the ad; it's worth the money you pay a graphic designer to catch the customer's eye.
If customers see you take the time to produce a high-quality advertisement, they perceive you as a serious, committed businessperson, he says.
Local real estate publications can be effective places to advertise since readers are in the market for a new home. People usually like to change the exterior color of the house they just bought, Kelley says.
In newspapers, a long-term two- or three-line ad in a service directory describing your services, he says, is the most effective and low-cost method of advertising.
"Painters have what we call a 'thin market' phenomenon," he explains. "Only 2 percent of the population at a given time needs a painter. So frequency is important. That can mean running a daily or a weekly ad, depending on your market." Repeatedly remind prospects and customers about the benefits of doing business with you.
Direct mail is also a viable way to stay in contact with your current customer list. You can also reach new customers by working with a direct mail specialist, who keeps targeted mailing lists that can be geared to highly specialized audiences. This allows for more flexibility and less ad waste. The downside is a higher cost per contact and the difficulty of maintaining accurate mailing lists.
Besides these traditional media, there are dozens of other potential solutions to your advertising needs. Start a web site. Imprint your company name and logo on promotional giveaway items. Conduct workshops and seminars. Sponsor local high school sports broadcasts or other nonprofit events. Advertising space can also be purchased on grocery carts, buses, restaurant placemats or even rest rooms. Bottom line: Be where your customers are.
Stopping power
No matter which delivery method you choose, crafting a succinct message is crucial.
"One of the biggest mistakes you can make is saying too much in a small ad," says business coach Robert Imbriale. "Forget about selling anything in a classified ad. There just isn't enough room to state your case. Instead, use your classified ads to generate a hot qualified prospect." His recommendation: Write a 10- to 15-word ad — with an attention-grabbing headline — that piques the customer's interest enough to propel them to take specific action, such as calling for a free estimate or to receive a free brochure.
It's also important to think seasonal. Instead of advertising only in high season, Tom Kelley says, make it a point to advertise to build business for your downtimes. Try to place your largest ads in slower seasons, or offer special deals and promotions at this time of year.
When it comes to developing a budget, companies typically spend anywhere from 1 to 10 percent of their gross income on advertising. Keep in mind that whatever amount you allocate is never enough. Even corporate giants like Proctor & Gamble and Pepsi always feel that they could devote more money to their advertising budgets.
The important thing is to look at your numbers and see what works for you. Just make sure that you have an investment level in mind before you talk to any media reps.
"It's easy to over- or underbuy," Kelley says. "You might, for example, budget 2 percent of your annual sales for advertising. But don't lapse and miss some of your frequency to save money."
If you do cut back on the frequency of already-scheduled ads, it could make the advertising you have already done irrelevant. You're better off scheduling a smaller ad with more frequency than to skip issues, Kelley says.
On the other hand, he says, don't spend too much at the outset either. Again, it's better to place small ads with more frequency than to blow your entire advertising budget on one large ad, he says.
In the final analysis, developing advertising is much like building any other component in your business. You want to establish a win-win working relationship with a good advertising salesperson — someone who wants your repeat business, just as you do with your customers. In the best situations, it's like having your own marketing partner. With the right people, the right plan and the right vision, advertising can take your business to the next level.
Do you know your customer?
Advertising that tries to reach everyone rarely succeeds. Picture the person you want to reach to meet your long-term business goals. It's helpful to identify your target customer in the following areas:
- Demographics. What is their age, gender, income level, and the location of their home or business?
- Behavior patterns. Are they aware of your business? What kind of products, services or vendors do they currently use? How loyal are they to you — or to your competitors?
- Needs and desires. How will they decide whether or not to hire you? What benefits can you provide that will satisfy their needs?
