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Our Founders Website -> Locate A Certified Roof Cleaner | Roof Cleaning Institute Of America -> In The Shade -> Marketing dilemma - seeking guidance from the metro areas
Post Info TOPIC: Marketing dilemma - seeking guidance from the metro areas
Roof Cleaning Northern Virginia (571) 250 9650


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Marketing dilemma - seeking guidance from the metro areas
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As I've mentioned in other posts, I truly believe that informing, dare I say educating the public, is the priority for my area.  The question is how?  Effectively and quickly at that. Well, as quickly as possible.  Old man winter will be here soon, and I'm running out of runway. I'll have to hang up the ball valve and break out the fly rod for trout fishin' before ya know it.

Word of mouth is beginning to kick in locally, and my yard signs are now in front of all recent clients homes yet I'm in an area where 90%+ of the public has NO IDEA their roof stains can be removed.  My 5k full color post card campaign is having some influence, but I want to reach a larger audience.  I'm closing the deals but need more leads.

Put yourself in a large mid Atlantic metro area, where educating the client base is key.  Which of the following would you do?  (presume all other basics are covered - canvassing, web page is getting there, meeting with realtors etc)


  • Place a 1/8th page ad in the 2x monthly community paper?  (will before and after pics be clear enough in b&w print?  A color insertion is an extra $750 per issue! Too spendy)
  • 30k home mass mailing with the moneymailer?  (full color before and after pics, one of many half page flyers stuffed in an envelope)
  • 44k mass mailing with the glossy IncentivesMag mailer?   (full color glossy before and after pics, reads more like a magazine)
  • *or* is it too late to really have a large scale influence before winter sets in? Would I be better off getting some full color before and afters put on the truck as a rolling billboard?  It's currently on the road only 1 or 2 days a week.

Hunter sales tactics are working, but I really need to get farmer sales working in my favor.

Thoughts or suggestions on the quickest bang for the buck?  (BTW - I'm about to bring on my first salesman too.)

Thanks!




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American-ProTech 
Proudly serving Northern Virginia, DC, Maryland and Atlanta
 (571) 250-9650 VA
 (240) 398-3800 MD
(404) 858-4888 Atlanta GA
Roof Cleaning Northern Virginia (571) 250 9650


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I may have answered my own question by gut feel, and the fact that the paper can still squeeze me in the next issue even though the deadline has passed.  I tend to feel the advertisers in the local paper come across as more credible for some reason??

Anyway, I need to approve the proof and get back to them soon.  I'm going to tweak the 'after' picture's contrast so that the sky looks identical in both pictures.

Keep in mind the large majority of folks 'round here have no idea their roof's can be cleaned.  The pictures should really help with spreading the word.

Any last minute thoughts or critiques before I give them the go ahead with this?

Thanks!


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American-ProTech 
Proudly serving Northern Virginia, DC, Maryland and Atlanta
 (571) 250-9650 VA
 (240) 398-3800 MD
(404) 858-4888 Atlanta GA
Roof Cleaning Bradenton FL 941-822-2454


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Just a thought on my first take on it, if you have already printed maybe next time.
Just my 2 cents,
Add some color if possible, if anything highlight the important things, Headline, your name & number.
Secondly, the impact of thousands is a good take, but instead of saying hundreds, how about using fraction instead. or something similar.
Hundreds sounds a lot, and that can lead to a thousand, which might scare off potential customers.

If I were to rewrite it, it would run like this

Replacing your roof can costs thousands !! AMERICAN PRO-TECHS restoration process costs only a fraction of a complete roof replacement!
Call us today for a FREE estimate!!

Creating a distinctive and bold comparison helps make a bigger impact,
something along that line, maybe it helps, hope so.

Take Care,
Kim

-- Edited by Randyr5150 on Thursday 12th of August 2010 10:38:32 PM

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Roof Cleaning Northern Virginia (571) 250 9650


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Thanks for the feedback Kim - I sincerely appreciate it.


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American-ProTech 
Proudly serving Northern Virginia, DC, Maryland and Atlanta
 (571) 250-9650 VA
 (240) 398-3800 MD
(404) 858-4888 Atlanta GA
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