Contractor Marketing That Works

January is full of hope, new starts, and plans for all of us. Partly as a result, January is also the number one purchase month for Direct Response marketing. People accept the “out with the old” mentality more readily in January. So when you ask them to take action toward increasing their home comfort, performance, safety, and security, you’re giving them the opportunity to feel good about themselves.  And since 90% of purchases are based on emotion, forcing your market to focus on feelings is way smarter than focusing on cheap fixes or service rates.

January is also the perfect time to set your marketing plan. Determine your budget, goals, media use, and ad selection. Use your PowerPlan to lay out your whole year in about 20 minutes. Send letters to missed sales from the past 90 days, and include incentives like rebates since the holidays have just passed.

MARKET
Resolutions are being made with the beginning of the new year. Your target audience? The people who will be trying to save more money and/or energy. Frozen/burst pipes and boiler replacements are the most common issues for plumbers in the cold weather. Keep your image up and use your TOMA to keep your name out there.

MESSAGE
Cold weather causes heating costs to skyrocket.  Offer Energy Evaluations that could help reduce your customers’ expenses. Although new homes are sealed to lock heat and energy in, they keep carbon monoxide in as well. Educate your customers and prospects about CO monitors for their home.

MEDIA
Your media contracts should be getting the best volume discount possible. TOMA ads should be used all year long. In addition, Image ads help bring “lookers” your way. Direct Response ads with rebates or trade-ins can also be very effective.

MONEY
You’re still spending on Image and TOMA, but use Direct Mail to offer rebates and trade-ins as well. If you are indifferent, only your competitors will benefit.

What Can You Expect in February?
For starters, continue preparing the list of non-closed sales for February. Get ready for your “end-of-season” offers.

Want to read more about what you should do in February (and the rest of the year)? Fill out the below to get an entire 12 month plan sent to you.