Marketing To A Smaller Universe – Making sure the RIGHT people know about your company through marketing

As little as five years ago, a typical campaign to generate new leads could have included a postcard direct mailing to a qualified list or scatter gun leaflet drop through peoples doors in your town, or maybe a small ad in the local paper.

Today, we have to do more with less and we need to adapt to the market.

Sending out 5000 leaflets to prospects in your area won’t massively improve your results if it’s not targeted at the right people. Not only because the of the state of market but because your true target is usually much smaller.

No longer are we marketing simply to 55+ age group or first time buyers. We are now marketing to customers with specific INTERESTS as well – your buyers are looking for a place with people who are just like them.

So market it that way.

You can spend £1.00 per unit to dump junk mail on 5,000 strangers or you can spend £10 per unit to market to 100 likely buyers. Which do you think will give you a better chance of success in the long run?

A lot of builders do get work through recommendation and word-of-mouth which is probably the best form of marketing there is, but there are still plenty of things that builders can do to help make them stand out.

But where to start? Marketing, in a nutshell, is everything you do to place your building services in the hands of potential customers from the development and design of a logo, your strapline telling customers exactly what you do and who you do business with, professionally looking stationary and business cards, placement of an advert strategically in the local paper next to a relevant new artcile, leaflets through letterboxes of the right street or getting the press to publish a story. And that’s before looking at the worldwide web and internet!

Ideally any builder wanting to get their marketing in order will set time aside to put in place a plan. But with the best will in the world its unlikely most builders will be able to do this or know where to start – what with concentrating on the job in hand, getting new estimates together and ordering materials.

Those who do want to shout about what they do a little more can fortunately make use of Builderbusiness which includes top line advice on marketing techniques.

Covering all aspects of how to market your business better, you can find guidance on things such as getting new business via the internet, as well as a marketing and design services offering professionally-produced press ads, leaflets, signage and websites. Without knowing it you are constantly marketing yourself from the vehicles you drive to the signage you have at current jobs so it’s vital there is an element of consistency even with these relatively simple things.

Getting your name out there and standing out from what is more often than not a very big crowd can seem a little daunting so members of the club can tap into the expertise of marketing company Builderpromotion that have years of experience in the field of advertising and promotion and know how to make even the smallest ad work hard and all priced with the small business in mind.

Adrian said: “Marketing is often the most underestimated and perhaps understated part to any business success. My first hand experience taught me the importance to have a professional approach in the way we communicated with customers – and sometimes spending a little with a professional company like Builderpromotion , can reap rewards many times your investment.

“And with the economy showing tentative signs of recovery, now more than ever, is the time to get out there and tell people about the services you provide.

Top tips to get market your business? Phone Builderpromotion on 01275 395 500.

Don’t forget to mention your Builderbusiness membership to save 10% on Builderpromotion marketing services!