Marketing for Success! Curtis Wright Sarah Mazze, The Resource Innovation Group. Agenda

Transcription

1 5/15/12 Marketing for Success! Curtis Wright Sarah Mazze, The Resource Innovation Group Agenda Green Shares Improving how you define your market Generating more leads Increasing your referrals Evaluating your success! 1

2 5/15/12 Join your neighbors in making Corvallis one of the countryʼs most energy efficient communities! Answer 1. How do you define your market? 2. List the primary ways you get leads 3. What types of advertising do you conduct? 2

3 Defining your market And getting more of the jobs you want The Corvallis Market Total population 54, % Male, median age % Female, median age 28.0 Media income $42,315 22, 283 occupied housing units (95.1%) Owner-occupied 9,464 (42.5%) 22,593 pop. Renter-occupied 12,819 (57.5%) 26,970 pop. 22,283 total households Family households 10,240 (46%) Non-family households 12,043 (54.0%) 3

4 The Corvallis Market Types of Housing 23,078 housing units 1 unit, detached 11,161 (48.4%) 1 unit, attached 1,055 (4.6%) 2 units 1,097 (4.8%) 3 or 4 units 1,702 (7.4%) 5 to 9 units 2,329 (10.1%) 10 to 19 units 1,904 (8.3%) 20 or more units 3,066 (13.3%) Mobile, RV, etc. 764 (3.3%) The Corvallis Market Age of Housing Built 2005 or later 815 ( 3.5%) Built 2000 to ,269 (9.8%) Built 1990 to ,836 (16.6%) Built 1980 to ,164 (9.4%) Built 1970 to ,856 (21.1%) Built 1960 to ,189 (13.8%) Built 1950 to ,244 (9.7%) Built 1940 to ,329 (5.8%) Built 1939 or earlier 2,374 (10.3%) 4

5 The Corvallis Market Housing Heat Source House heating fuel Utility gas 8, % Bottled, tank or LP gas % Electricity 11, % Fuel oil, kerosene, etc % Wood % Other fuel % No fuel used % The Corvallis Market House and Home Expenditures Maintenance and Remodeling Services Avg. spent $1, Total spent: $31,298,300 Maintenance and Remodeling Materials Avg. spent $ Total spent: $ 5,595,478 5

6 The Corvallis Market 2,086 Businesses Agriculture and Mining 41 Construction 129 Manufacturing 49 Transportation 39 Communication 16 Utility 2 Wholesale Trade 62 Retail Trade summary 474 Finance, Ins. Real Est. 208 Services summary 932 Government 113 Other 21 Q: Who Is Your Ideal Customer? Commercial/Industrial/Retail/Service/Government Type(s) of businesses Residential Owner-occupied Rental New or Replacement Installation or Service Female or Male key contact What jobs are you best at, do you like doing? Which jobs are most profitable? 6

7 5/15/12 Getting the word out And attracting more business The Competition 39 Plumbing, Heating and Air Conditioning businesses in Corvallis 7

8 Q: How Do You Stand Out? How is the competition just like you? How are you different from all of them? How do you position yourself for the kind of customers you want? Whatʼs your Unique Selling Proposition? Why (or when) should I call you instead of one of them? How To Create Ads That Work Think Like Your Customer Whatʼs in it for me? Gain pleasure, Avoid pain Can I can trust you? Why must I act now? Maybe Iʼm ready, maybe not Turning total strangers into lifelong friends Connect With Your Customer Targeted, benefit headline Eyeball-grabbing visual, relevant Copy and bullets more benefits, proofs of promises Call to action Two ways to contact you 8

9 5/15/12 Ads That Work A Website That Works 9

10 Scrolling Down Scrolling Down 10

11 Scrolling Down What Do You Know That I Should Know? Sharing knowledge builds trust, inspires confidence Content you create can work multiple ways direct mail, newsletters, send for offer in ads, handouts, blog, linked articles on website use over and over Examples What your furnace is telling you when it makes that noise Why December is the best time to have your AC checked If youʼre getting bids, youʼll want this bid comparison sheet How to... 11

12 Q: What do you know and share? What information do you share with prospects already? What more could you be sharing to generate leads? How To Get The Word Out USPS- Every Door Direct Mail Quick Tools Business Solutions Calculate Business Prices Try Every Door Direct Mail Get help to... Save by Shipping with USPS Advertise with Mail Compare Business Services Add Extra Services Learn About Returns Services Find Payment Options 5/14/12 9:46 AM Ship Orders Ship Internationally Receive Business Mail Get Training & Learn to Grow Track with Intelligent Mail Manage Address Quality Learn About Remittance Mail Learn About Expanded Access Find Customer Relations Info Every Door Direct Mail Find the customers that matter most. Overview Retail Every Door Direct Mail With Every Door Direct Mail from the U.S. Postal Service, you can reach every home, every address, Now every you time. can tell the whole neighborhood what your business has to offer. With Sign Every up for Door a free Direct Every Mail Door service Direct Mail from kit the to U.S. help Postal Service, you can reach the market you get that started. matters most to your business: nearby neighborhoods. Postage is as low as 14.5 per piece and you don't even need to know names or street addresses. You simply identify the neighborhoods you want to target, and your printed piece is delivered with the day's mail to every address. Choose the option that is best for you. Every Door Direct Mail Retail - Most local businesses choose this service. It's our Related Forms and Publications simplest, most cost-effective option. Every Door Direct Mail Retail lets you send up to 5,000 mailpieces per day and doesn't require you to purchase a postage permit. What's more, you can take your mailings right to the front counter of the Post Office that serves the neighborhoods you want to reach. You can pay for postage with cash, check, or debit card. General Help Overview PDF RTF Every Door Direct Mail - This option is designed for businesses that want to send larger mailings. You submit your mailing at a Business Mail Entry Unit (BMEU). Web Tool User Guide PDF Printer Brochure PDF RTF What Every Door Direct Mail brings to your marketing efforts. Reaches consumers in their homes. With Every Door Direct Mail, you can saturate an entire neighborhood with your message, and your mailing gets directly into the homes and hands of consumers. As much or little space as you need. Every Door Direct Mail offers a flexible range of sizes! making it ideal for anything from a quick sales announcement to an in-depth product story. Helps your messages work harder. With Every Door Direct Mail, you can include coupons, menus, event calendars, store maps, and more! all of which can help bring customers to your door. How to get started use a local printer or do it yourself. Many local printers offer Every Door Direct Mail. They can help you produce, print, and submit your mailing to the Postal Service. Locate a Printer or Mail Service Provider For Printers and Mail Service Providers Domestic Mail Manual (DMM) Mailing Standards: Section 301 Section 602 Retail Facing Slip (Retail) PDF Retail Entry Instructions PDF RTF Retail Fact Sheet PDF RTF Retail Formats and Sizes PDF RTF PS Form 3587: Every Door Direct Mail - Retail PDF Create a USPS Business Account Approved Retail Indicia Use Priority Mail to Ship Every Door Direct Mail BMEU Fact Sheet PDF RTF BMEU Formats and Sizes PDF RTF Page 1 of 2 12

13 How To Get The Word Out Outdoor posters 4 panels, 4 weeks, 79.3% Reach, 8.9 Frequency, Adults 18+, Corvallis Transit posters 3 Kings, 4 weeks, 85.13% Reach, 5.2 Frequency, Adults 18+, Corvallis Gazette-Times 1 ad/wk, 4 weeks, 46% Reach, 2.6 Frequency, Households, Corvallis Increasing referrals And evaluating your success 13

14 Making Friends, Getting Referrals Every newsletter, blog, has means to send to a friend Partner with a nonprofit business for you, a share of profit for them Support your local school target the surrounding neighborhood, contribute to school support fund Testimonials Tips On Targeting Green Prospects The Corvallis Sustainability Coalition Green Town at da Vinci Days Shop at the First Alternative Co-op? Shop with reusable cloth bags? What kind of car is in the driveway? Bike riders? Chickens, gardens, or planter beds in the backyard? 14

15 Insight into Corvallis efficiency market Data collected by The Resource Innovation Group in interviews, in-person surveys, online surveys Data collected between October 2011 March 2012 Target audience were green potential customers NOT random sample. "What factors are most important to you when deciding what work to do on your home?" 3.00 Rela%ve Importance Energy savings and problem solving move these customers to action 15

16 "What are the biggest problems in your home?" Rela%ve Importance Temperature Moisture Mold Excessive Energy Bills DraCs Noise Temperature is biggest problem to solve "What factors are most important to you in choosing a contractor?" Rela%ve Importance Trust Lowest Cost Best Value Quality of Work Environmental Responsibility Low cost is least important factor in choosing a contractor 16

17 Insight into Corvallis efficiency market Word of mouth is key. Other most cited sources include Energize Corvallis, the Energy Trust, the internet, and the Green Building Guild. Overall comfort and environmental attributes are most valued attributes Insight into Corvallis efficiency market Upfront cost is most important cost factor On average, respondents had a budget for efficiency upgrades that ranged from a mean of $850 on the low end to $5200 on the high end. 17

18 For the full report Enroll in Green Shares at: Measure for More Success Which ad headline worked best? Which direct mail or pulled best? (Mail Chimp) Which content in newsletter, blog, brought most calls? Which generated most referrals? Which local tie-in worked best? Which days, weeks, months are down? What works? What doesnʼt? 18

19 5/15/ Contact: Sarah Mazze at (541) or 19