How Can I Improve Our Marketing
Marketing a Patio and Sidewalk Cleaning Services Business
The value and earning capacity of a patio and sidewalk cleaning services business largely depends on the quality of its marketing efforts. But great marketing takes a lot more than hanging a shingle and hoping for the best.
Marketing a patio and sidewalk cleaning services business is a case study in business evolution, with innovative tactics and techniques being rolled out on a continuous basis.
Staying on track requires attention to detail and a commitment to foundational marketing principles.
Why Branding Matters
Think of branding as a consumer shortcut. Since the average consumer doesn't have time to thoroughly evaluate every product that crosses their path, they make buying decisions based on the brands they trust. Any and every patio and sidewalk cleaning services business has brand characteristics. Some brands struggle to achieve recognition with consumers while others seem to be quickly embraced by the marketplace. Companies that incorporate brand positioning into their normal marketing routines gradually accumulate higher brand values and are rewarded by consumers.
Marketing Collateral
Every piece of collateral your patio and sidewalk cleaning services business creates is a tangible reflection of your brand distinctive and core values. Some pieces of collateral can be customized for recipients, while others serve a more generic purpose. Either way, you have a stake in making sure it gets into the right hands. For direct mail campaigns, premium mailing lists from established vendors can protect the value of your investment. If you're like most business owners, you invest substantial resources in the creation of quality collateral. If you don't invest similar resources in mailing lists and other distribution channels, your patio and sidewalk cleaning services business's brochures, direct mail letters and other content has no value.
Loss Leaders
Smart patio and sidewalk cleaning services businesses understand that more customers will walk through the door if a few products are priced at less than full retail value. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. The key is to know your profit margins and use loss leader pricing to undercut the competition in targeted product categories. When used in patio and sidewalk cleaning services businesses, loss leaders substantially increase customer traffic and create opportunities to expose new consumers to the brand. Also, it's important to carefully consider the quantity of discounted products you are willing to offer at the loss leader price since stockpiling or a high volume of loss leader sales can negate the revenue benefits of this strategy.
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