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Marketing and promotion discussion

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Erik06Erik View Drop Down
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Post Options Post Options   Thanks (0) Thanks(0)   Quote Erik06Erik Quote  Post ReplyReply Direct Link To This Post Posted: 06/June/2005 at 11:14am

To americian cleaning guy

Boost your web site popularity by creating signiture every time you post a reply. We also use the rotovac technology and we spend all of our time optamizing our web site. In fact our web site is our number one marketing tool. Set your signature by going to EDIT PROFILE, then uses the forum code to set your link to your page like we have at the bottom of this post. Every time you post a message on this or any forum you will increase your site's popularity in the eyes of search engines.  Just a little tip we paid big bucks to learn!!!



Edited by Erik06Erik
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jtuseo View Drop Down
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Post Options Post Options   Thanks (0) Thanks(0)   Quote jtuseo Quote  Post ReplyReply Direct Link To This Post Posted: 22/February/2006 at 11:41pm
I know those guys to. Im my city they have their mail out flyer advetizing 2 rooms $19.95 They really are a disgrace
WWW.PREFERREDCARPETCLEANING.COM
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OxyMagic View Drop Down
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Post Options Post Options   Thanks (0) Thanks(0)   Quote OxyMagic Quote  Post ReplyReply Direct Link To This Post Posted: 15/March/2006 at 11:13am
Good post.  Thanks for the info for us newbies.  Looking forward to learning a lot about cleaning and adding some info of my own to these posts.
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Babs View Drop Down
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Post Options Post Options   Thanks (0) Thanks(0)   Quote Babs Quote  Post ReplyReply Direct Link To This Post Posted: 02/June/2006 at 10:10am

Hey Knightrider, I just posted you regarding your TM.

Put all the nit picking aside and I intend no offence to others on here you seem to really have it down patt.

I would like to pick your brains regarding advertising, I am spending thousands a month in flyers to homes, the response has been pretty good though I put it down to my closing ratio and getting the booking on the enquirery.

Though I need more calls coming in, and have been considering the yellow pages, but I did not think it was worth having a smaller add. A half page here in Australia is about 30K p/a scared me off a bit though it could be worth it.

And your comment regarding radio got me thinking also.
 
I would appreciate any advice or foresight ideas from yourself to help me in my fairly new businessseen as it wont conflict with you in USA.
 
Some of the best advice I have received in my life have been from guys like yourself who have done the hard yards.
 
If you like you can email me direct.
 
Thank you,
 
Babs.

 

 

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nightrider View Drop Down
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Post Options Post Options   Thanks (0) Thanks(0)   Quote nightrider Quote  Post ReplyReply Direct Link To This Post Posted: 02/June/2006 at 10:19am
Smile

Edited by nightrider - 22/November/2007 at 11:37am
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John L View Drop Down
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Post Options Post Options   Thanks (0) Thanks(0)   Quote John L Quote  Post ReplyReply Direct Link To This Post Posted: 23/March/2007 at 8:36am
Originally posted by Rick/Magic Rick/Magic wrote:

KEEP IT SIMPLE, people, KEEP IT SIMPLE...customers don't know (and don't care) who has the greatest truck-mount in the world...they just want their carpet cleaned...with the least hassels as possible...put yourself in their shoes...they don't want a sales pitch...they just want you to clean their carpet as quickly as possible and you to get out so they can get on with their lives...and they want to be able to trust you to do the job right...and believe me, price is not that important...they don't want referal programs, or any other programs that complicate what they want from you...clean carpet...learn the difference between "feature" and "benefit" when you do any advertising...
 
Some customers DO care..
 
I ran portys for 15yrs and TMs for 5 and from my experiences many do care what you clean with...
 
I was turned down about 5 times by NEW customers when i pulled in their driveway with a porty in a hachback car or a mini-mini-van..
 
And always was thinking "I feel like a fool using this piece of plastic crap, hope they don't cancell on the spot! Which a few did...
 
CUSTOMER: Where's your big machine in the Van? Unhappy
 
ME: I would show them my porty...Dead
 
CUSTOMER: Oh no, your not cleaning my carpets with that, I can rent one of them...Angry
 
The rest of your post is on target...Big smile
 
 
 
 
 
 
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soaklord View Drop Down
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Post Options Post Options   Thanks (0) Thanks(0)   Quote soaklord Quote  Post ReplyReply Direct Link To This Post Posted: 13/April/2007 at 3:55pm
It's not about the equipment, it is about building trust and sending the right message. Just posted this elsewhere, thought I would share it here as well. You can adjust the information to suit the equipment you use, but the gist is worthwhile I think.

Direct mail does have the possibility of working. Referrals are, of course, better, but if your direct mail is well written and creates the need in the consumer's mind you will get it to work. It is going to have very poor results if you have a picture of you in your work gear pretending to use your truck mount equipment. (How come no one is sweating in those pictures? I get a little steam going in the room and suddenly I am dripping in sweat!)

A couple of tips:

Coupons are fine if you are looking to do discount work. But there will always be someone willing to undercut you eventually.

Your direct mail has to appeal to their needs! If you don't know what their needs are, you can't market to them.

Your direct mail has to be specific to the target. A direct mail piece that trys to appeal to apartment dwellers, seniors, luxury home owners, real estate agents, property management companies, pet owners, industrial complexes, your grandma, and that surfer dude down the street just are not going to work.

Freebie alert!!!

If you are going to try a direct mail piece, start small. If it will work small, it will work big. If you can't get it to work small, you won't get it to work big. (I know the temptation is to get a volume discount, but don't! Prove it first, then use it.) As an example of what you can do for a successful direct mail campaign try this:

Pick an apartment complex in your area. Get to know the complex. Talk to the onsite manager, find out how many units, how often they replace the carpet in the unit, do they allow pets, etc. Then mail out a piece to everyone in the complex that states the following (for the example I am about to present, I am using the pretend name of Silver Oaks).

Dear Silver Oaks Resident,

As I am sure you are well aware, the carpet in your unit is not replaced every time a new renter leases the apartment. That means that you are relying on the cleanliness of the previous tenant for your health!

If the cleaning of your apartment did not include a thorough carpet cleaning using a hot water extraction method, your carpet could be home to cat/dog dander, mold, bacteria, pet urine, human bodily fluids, and a host of other unpleasant and possibly allergy/sickness causing contaminants.

In addition, regular carpet cleaning helps to keep the carpet looking great and reduce the liklihood of permanent staining. This means that when you check out, you cash out. We help you get your deposit back!

At Specific Region Carpet Care, we offer top of the line cleaning with special prices to Silver Oaks residents. To schedule an appointment, please call phone number.


Give it a try. You'll be pleasantly surprised at the response and it does not require 4 color printing, large volumes, etc. Make sure that you track where people got your information from. The nice thing about targeting a specific apartment complex is that you will know instantly what your marketing is doing. If you suddenly are cleaning 8 apartments in that complex, you know exactly how succesful your campaign was and now you can start rolling it out to other complexes.

Email me if you would like some help with specific coaching on how to tailor your direct marketing piece or to tell me about your success.
soaklord (at) yahoo (dot) com
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Johnbraun View Drop Down
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Post Options Post Options   Thanks (0) Thanks(0)   Quote Johnbraun Quote  Post ReplyReply Direct Link To This Post Posted: 06/June/2007 at 10:20am
Marketing your carpet cleaning business is definitely NOT about the biggest truckmount.  Your client doesn't usually care what you are using.  They care about the results.

Now, you could tie in what the benefits of having a big, bad truckmount are, like "A healthier home with the hot water our machine uses to flush your carpet fibers out."

But only mentioning your equipment, no matter how big and bad it is, won't impress your clients.


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Johnbraun View Drop Down
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Post Options Post Options   Thanks (0) Thanks(0)   Quote Johnbraun Quote  Post ReplyReply Direct Link To This Post Posted: 06/June/2007 at 10:23am
You can expose these guys in your marketing.

I ran an ad once with "NBC Dateline and 20/20 Expose Bait and Switch Carpet Cleaning."

People knew I wasn't one of them because I was the one exposing them.  Go ahead and talk to your prospects about this problem.  You'll benefit from exposing the bad guys.
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Post Options Post Options   Thanks (0) Thanks(0)   Quote CDRX Quote  Post ReplyReply Direct Link To This Post Posted: 18/October/2007 at 3:03pm
Hi John,

I'm on your email tip of the week list. I notice that you seem to prefer ads in the newspaper opposed to other options. Does that really work?

I've done full page 8 1/2" x 11" flyer inserts in the local newspaper and received so-so response. It seems like it'd be hard to target your market well in a small newspaper ad.   
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darrlowe View Drop Down
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Post Options Post Options   Thanks (0) Thanks(0)   Quote darrlowe Quote  Post ReplyReply Direct Link To This Post Posted: 23/October/2007 at 2:02am
Hello. I'm very new to this industry and It was very up lifting to read your comments.
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CuttingEdgeFlooring View Drop Down
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Post Options Post Options   Thanks (0) Thanks(0)   Quote CuttingEdgeFlooring Quote  Post ReplyReply Direct Link To This Post Posted: 04/February/2008 at 2:13am
same here thanks for all the great info
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Steam Man View Drop Down
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Post Options Post Options   Thanks (0) Thanks(0)   Quote Steam Man Quote  Post ReplyReply Direct Link To This Post Posted: 08/March/2009 at 9:11am
I've just got a TM and been getting lots of great marketing ideas off this threadSmile

Has anybody just turned up in a nice neighbourhood and put a card through the door saying Free demo, I'm here for 30 mins first come first served. I'm thinking if I have some downtime this has to be better than delivering 1000s of flyers.

Mike
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Americancarpet View Drop Down
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Post Options Post Options   Thanks (0) Thanks(0)   Quote Americancarpet Quote  Post ReplyReply Direct Link To This Post Posted: 06/July/2009 at 8:31am
Just an FYI here..... We had several companies around town that were into the bait and switch tactics and high pressure sales. Some of these companies have been around for several years and some are fly by night. I had one owner of a company tell me that he's been in business for 15yrs and although he has had some complaints he has never cheated his customer or trapped his customer with wrongful business practices. So I set him (and 3 other cleaners) up for a challenge. Here's what I did......
 
We rigged a house with hidden camera's and mics. We had a woman call up each of these companies that offered the to good to be true prices and had her set an appointment with each. When they arrived EVERY ONE of them either tried to pressure sell her on something she did not need or told her that the advertised price only applied to "basic" cleaning. We had already cleaned the carpets prior to any of them coming over. We got EXCELLENT video of all 4 companies doing this. We approached the owners and asked them to start practicing good business rather than ripping off their customer. All of them insisted that they had good business practices.... until we showed them the video. 2 of them got so mad they wanted to fight and the other 2 were simply speechless. They couldn't believe someone actually caught them in a lie. We told each company that we would submit these tapes to all three local news channels as well as the attorney general if they did not change their practices. 3 of them immediately changed there advertising and started listing all the extra charges. The one that didn't made the 10pm news of two different channels and was out of business in less than a month! He threatened legal action but there was nothing he could do because we had him and the accusations all on video. He could not dispute anything. Our lawyers said that as long as we had video proof that they were practicing like this we could do it to any cleaner to expose them. Sounds like a 20/20 thing I know but it was the only way we could think of to get these guys to stop taking advantage of the customer. They were truly crooks! Needless to say we have leveled the playing field!
Home of the FIX PRIXING carpet cleaning!
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