daArch

Del,

At least you seem to be fully aware of the investment and the ensuing risks. Sounds like you have your eyes wide open. After all, investment in advertising always carries a risk.

Have you found anyone else who has tried a campaign like this? Or are you a pioneer?

I do hope you fully understand what Brian has said about needing to gross $10000 as a result of this campaign to start making it pay. That 10K may not be an exact figure, but understanding the point is important.

Also, that 10k don't need to be a direct result from people who see the signs, lots of second generation jobs could be just as valid.

I am very interested in how this pans out. I wish you luck and please keep us posted.

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Wallcovering Installations by Bill Archibald - Eastern MA|Boston|Dedham|Dover|Wellesley|Franklin

Brian

You seem to understand your numbers well, which is the most important point.

From a sales/ negotiating perspective, I wouldn't offer to do the job for free at first. Ask for half price to start-- that cuts your risk in half and gives you a negotiating point. You can go down from there, but you can't go up from free.

If you are willing to do it for free, anything you can get reduces your risk.

Brian Phillips

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delpainter

Once again to everyone who has contributed constructive input I greatly appreciate it. This is the kind of help we all need to get us through not only the economy now but just running our business' everyday.

As fas as the costs I will probably do much of the work on the weekend by myself. I generally don't work weekends except for estimates, so by doing it myself I can limit some of my costs(paying employees who usually work 20% slower anyhow) unfortunately I will loose some family time but that happens when you have your own show.
I don't think I will try to haggle with the owner about costs, I want maximum exposure so by giving the entire job for free I should have extra leverage besides I am ok the costs of the job.

I will keep everyone invloved with how it works out.

Thanks
Delpainter

zerowned

the only thing i dont like about doing jobs for free for advertising is you dont know if a lead is from that job, unless you ask "how did you hear of my company" you dont have the numbers to look at to say "that gas station got me 10 jobs so it paid off" so unless you are asking your leads how they came to get your number youll never know if it paid off.

oh ask him if you can leave a stack of business cards in the store maybe provide a holder. you could even leave 5 or 10 with a promotion on the back of the card like 10% off if card provided before estimate. that will let you know if they got it from the station

JTP

If you are not tracking results from your marketing program(s), you should be. Every call or email should be categorized and tracked. Just ask the lead how they found out about you. How else will you know what is successful and what isn't?

Be sure to track second and third generation jobs to the original source lead. For instance: If lead A came directly as a result of your sign on the gas station, note it.

Now--if you sell prospect A, you may very well land another job as a result of the original lead that was generated by your marketing plan--mark that A-a1--meaning the job was a direct descendant of job A which was a direct result of your marketing plan.

Come up with any tracking system you like, but track it. You may decide later to run another marketing campaign against the present one to see which program produces more leads. Without a good tracking system, you have no way to evaluate effectiveness.



JTP

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delpainter

I always want to know where the work is coming from, that way you can make changes if something isn't working or go bigger if your're having sucess. Most importantly I want to know if the job is a referral so I know who to thank, I have found a thank you note or phone call goes a long way to keeping that revenue stream flowing.

Delpainter