Learn how to engage with clientele by establishing simple methods of marketing and promotion through leave-behind material.
- [Instructor] There's been thousands of books written about marketing and many marketing experts developed their own proprietary form of marketing strategy that they say will grow a business. Most of the information found through these resources are overly complex and not very sustainable for small business. Good marketing is nothing more than common sense practically applied to a real-world context. This is best shown and explained so let me walk you through several effective and easy ways we improved the marketing and promotion for OneStop Pro.
Now, OneStop Pro is a service-oriented company. You need their service. They show up. They perform their service whether it's heating and cooling, plumbing, or electrical, and that pretty much sums up the experience. They do a good job. You've seen their ratings. They're off the charts awesome and so I decided they're already doing great service so we don't need to market it with buzz words and catchphrases like guaranteed quality.
All those things are pointless in my opinion when it comes to marketing. You should do quality service. You shouldn't have to ever say that. It just makes no sense. So because they're on site at a service call working in this case let's say a furnace, we decided to create this simple little sticker that they could apply to the furnace as a leave behind form of marketing. That way, if anything else ever needed to be done or if the furnace needs to be worked on, they can call it immediately and everything's there to inform them what they need to know and who they need to call.
So this was an easy thing to do for one of their service techs to keep on his person so when he goes in to a service call, he's able to do this before he leaves. So this was one easy way to market their services moving forward everyday. Another one was to develop a simple sell sheet and the sell sheet would just categorize some of the information related to HVAC service or electrical service, plumbing, generators, so on and so forth, and this was self-published.
This actually wasn't even printed. They could self-publish this by simply taking the PDF and printing it out or taking it to a copy shop and printing out colored copies and then handing them to the client along with a magnet and this magnet proved to be a very effective way to be a forward-facing representation of their brand after the fact, after the service call was ordered because people were taking them and using them how you use a magnet, putting them on their fridge.
Maybe they had a to do list. And actually, the fact the clients responded so well to this easy form of marketing is it gave us an idea of something else we could do to make their lives easier and capitalize on that halo effect if you were and that is we decided to do notepad to do list. So each sheet of the notepad, you could write out your to do list wherever you wanted, whatever you needed here. It was branded with contact information on top.
Plenty of room for them to write in and on the back of each sheet was a grocery reminder list so if they needed to go to the grocery store, they could turn this over and mark up exactly what they needed to get or check it off as they bought it so they wouldn't forget so it made it a very helpful resource that was given out free to clients. And then the last sheet in the notepad contained three coupons. None of these coupons expired and the coupon clearly states that they can give this to a friend or anyone else and they can use it so you don't have to be a preexisting customer to utilize it.
So this turned out to be another very effective way to promote using leave behind material. And then my personal favorite was creating what is called a OneStop buck and this is another way for them to give to a client, engage in them and also develop leads. Some people have never used them before and so if they're on site at a job performing a service call and somebody comes up to them or they see a neighbor, they'll walk over and they'll just give them one of these OneStop bucks.
My favorite part of this is just me using the E Pluribus thing again E Pluribus Fixum because that's what they do. They fix problems people have whether it's heating, cooling, plumbing, or electrical, and this has proven to be very, very effective as well. So all these low-cost promotions were very sustainable for the staff to carry out at each service call and have proven to be very effective in the marketing of new services and garnering repeat business based off of their previous performance.
So marketing doesn't have to be complicated. It just takes some forethought and strategy to determine the ideal methodology for delivery. And in this case, it fits into their daily routine like a glove and that makes it simply effective.
Join Von Glitschka, illustrative design guru, for this hands-on project that demonstrates what successful rebranding involves from the designer and the client. He takes the existing brand for a small plumbing and electrical company and asks questions to get a deeper understanding of their goals. He maps the answers to a new name and develops a logo that better represents the brand values. He solicits and incorporates feedback from the client, and then presents the final brand assets. Last, he reviews the uniforms, vehicle wraps, asset library, and advertising campaigns that were developed to complement the new direction.