Buzz Marketing

Simple Market Timing that Works 

Many contractors drastically decrease the effectiveness of their marketing and advertisements by choosing poor timing or demographics.  Too few leads in ‘off-peak’ season; too many leads when the weather hits. The 21-Day Method, developed by Adams Hudson is an answer to poor timing of Direct Response offers, saving thousands in misspent marketing dollars, wisely ‘partnering’ with the weather instead of ‘waiting on’ or ‘fighting’ it.

The 21-Day Method also serves to “level out” seasonal fluctuations, allowing a steady stream of lead generation by going from a smaller list of excellent and most-likely respondents to successively less qualified – but much larger – lists.  While you are decreasing the QUALITY of your prospects, you are increasing the QUANTITY, resulting in a steady and level workload throughout the off-season. This works for service or replacements.

To utilize the 21-Day Method: 

• 21 days before your lowest call traffic days in the off-season: Mail your Tune up reminder to existing Maintenance Agreement customers.
• 14 days before: Mail your Tune-up offer to your non-Maintenance Agreement customers (using Direct Response triggers)
• 7 days before: Mail to quality prospects similar in demographics to best customer profiles.
• At lowest call traffic day: Mail or advertise to Broad Markets

Each non Maintenance Agreement customer should be offered the Maintenance Agreement. One in 24 should result in an equipment lead at a much higher closing ratio than ‘cold’ lead. All respondents should get Customer Retention newsletter.