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Home service companies such as landscaping, pest control or pool maintenance have unique marketing needs and need to reach homeowners at critical times when the homeowner is ready to hire someone to help out around the house. Of course, you never know exactly when someone will decide they just can’t handle taking care of the yard or pool anymore, so it’s vital to stay in front of potential customers in your targeted marketing areas on a regular basis. Matt Blanton of Printing Solutions in Scottsdale, Arizona points out that one effective way for home services companies to start their marketing campaign is by targeting people who have recently bought a home. If they are new to the area or taking on a pool, scorpions or desert landscaping for the first time, they will be especially receptive to a custom printed door hanger with a coupon on it introducing your company’s services. Include some valuable information about living in the area that relates to your business. Pool safety facts, irrigation scheduling tips, or information on wildlife is something a new resident is likely to hold on to. Blanton says door hangers are a “hot commodity” in today’s marketplace. He explains, “The door hanger’s visibility is crucial, especially the 2 or 3 seconds you get when somebody’s walking up to their door and taking the door hanger off. It’s a big difference versus them sifting through their mail, which has always been a negative thing because it’s full of bills.” Blanton explains that a well-designed door hanger is a dynamic stand-alone marketing piece that should reflect the core message of your business and elements of your branding campaign. He recommends a branding strategy that clearly makes your business a standout from competitors, saying, “Branding should reflect how you differentiate your business from the competition – do you offer great value, special services, new technology, or environmentally friendly products? These are the important facts to highlight.” The door hanger is the beginning of a relationship, not just a one-time attempt to reach a prospect. It should be part of repeat touches to familiarize your prospects with your company over time and create an instantly recognizable brand that resonates with prospects and customers. Blanton recommends including testimonials from area customers in your door hanger so that residents will know that you are a trusted service in their own neighborhood. A quality printed piece that lets people know you were working in the area and dropped by to leave information on your services can be effective in building trust in your target area. This is an especially important concept for service companies, Blanton points out. “Trusting a service company to provide recurring care for a property is something most homeowners don’t take lightly,” Blanton says. “It is essential for service companies to present an image of integrity and quality to build successful relationships that result in recommendations and referrals.” Incorporating these “introduction” pieces into an ongoing branding and marketing strategy is especially important to service companies who want to capture prospects’ attention at the moment they have a need or are ready to make a change. Blanton advises service companies to develop a variety of marketing pieces designed to illustrate value to consumers. From quality business cards to a branded website and value-added printed materials, a well designed marketing campaign is the most effective tool for educating consumers about why your company is the best.
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