[Brian]

I realize that some of you are just starting your summer season. But it's not too early to be thinking about next winter. (I have it on very good authority that winter is going to show up later this year.)

If you didn't like how your winter went last year, now is the time to do something about it. Now is the time to start planning.

I will confess that I messed up last fall. We were very busy and I kept delaying my winter marketing, which is primarily direct mail. Suddenly it was the holiday season and everyone's mailbox was stuffed. I was concerned that our pieces would get lost in the shuffle, and didn't do any marketing in the fall/ early winter. We paid the price in January and February.

Our leads and sales equaled 2007, but I was aiming for a 20% increase. We picked up our marketing in late January and February. March and April have beat 2007 by more than 18%, but we still have some catching up to do.

Moral of the story-- a plan isn't much good if you don't implement it. I had a plan last fall, and didn't follow through. I'll do better this year.

What are you going to do differently to prepare for next winter?

Brian Phillips

 

[vermontpainter]

Brian

Great topic. When is the ideal time to start marketing for winter? Is there a sweet spot thats most timely, and is direct mail the most effective method?

Sorry to add more questions...

 

[Brian]

Brian

Great topic. When is the ideal time to start marketing for winter? Is there a sweet spot thats most timely, and is direct mail the most effective method?

Sorry to add more questions...

I think the best time to market for winter is January through December. In other words, I think we should always be marketing.

We do retention marketing and direct mail multiple times a year. We usually try to do our last of the year in October/ early November. We do that to avoid the holiday mail tsunami. We also usually do a sign promotion in November, which we didn't do last year.

I won't claim that that is the best time, but we usually stay quite busy up to Thanksgiving, with another spurt before Christmas. That's my reasoning for the timing.

I won't claim direct mail is the best media, but it allows us to target our marketing to past customers and to a specific geographic area. That's my reasoning for direct mail.

Our leads typically start slowing down significantly in mid-December, and this carries into January/ February. I want to get beyond that. I enjoy the slow down-- it gives me time to plan and do other things. But I'm looking to get more control over that time period. That "pain" is still fresh in my mind, so now seems like a good time to address it.

Brian Phillips

 

[MAK-Deco]

I have always tried to get out info and reminders for pre holiday work in Late Sept and and early Oct. I was was ok last year with everything and hope to be able to replicate it again this year.

I need tho a good full time employee so I do not book out to much in advance and end up turning away work I hope to accomplish that soon.

 

[vermontpainter]

Our leads typically start slowing down significantly in mid-December, and this carries into January/ February. I want to get beyond that. I enjoy the slow down-- it gives me time to plan and do other things. But I'm looking to get more control over that time period. That "pain" is still fresh in my mind, so now seems like a good time to address it.

Brian Phillips

This is not a paint specific problem. I talk to business owners of other trades and same thing. Bad winter, gotta come up with a new plan.

 

[Dave Mac]

Brian great topic, I just came off the worst winter I have ever had, and have been giving much thought to this. Painting is somwhat of a luxury, especially for interior, (exterior not really) so how do you get someone to commit now for dec that is 9 months away. repeat clients, yea, maybe, i think offering a discount, is about the only way. I already know most all of you hate discounts, but I would rather have work then no work in the winter.

I would love to here from some people that get clients to wait for them for nine to ten months, and what methods they use achieve this.

 

[vermontpainter]

Dave

We have exterior customers who are willing to wait a year. Interior, not so much. When customers are ready to pull the trigger on interior, they really want it now. Its ironic, as the interior is in no danger of deterioration from weather...

 

[MAK-Deco]

Dave

We have exterior customers who are willing to wait a year. Interior, not so much. When customers are ready to pull the trigger on interior, they really want it now. Its ironic, as the interior is in no danger of deterioration from weather...

That seems to be pretty typical for us here too

 

[Brian]

Brian great topic, I just came off the worst winter I have ever had, and have been giving much thought to this. Painting is somwhat of a luxury, especially for interior, (exterior not really) so how do you get someone to commit now for dec that is 9 months away. repeat clients, yea, maybe, i think offering a discount, is about the only way. I already know most all of you hate discounts, but I would rather have work then no work in the winter.

I would love to here from some people that get clients to wait for them for nine to ten months, and what methods they use achieve this.

Dave,

I'm not sure I'd even want people booking me 9 months out. I don't mind 3 or 4 months, but beyond that it gets to be a bit of a problem keeping up with things.

But the number of months is just a detail-- your idea to pre-book winter work is the important part.

I offer discounts when someone books me 3 to 4 months out. I get a deposit, so I make a little on their money and that helps offset the discount a little. The peace of mind is worth something as well.

I don't know when "winter" starts for you, but I'd suggest developing a plan to start marketing for it 2 to 4 months out. A couple of things we do: retention marketing, direct mail, and a sign promotion targeted on the same area as the direct mail. Concentrated, targeted marketing works well at any time of the year.

I believe the real key is to be thinking 4 to 6 months (if not further) down the road.

Brian Phillips

 

[Brian]

Dave

We have exterior customers who are willing to wait a year. Interior, not so much. When customers are ready to pull the trigger on interior, they really want it now. Its ironic, as the interior is in no danger of deterioration from weather...

I have a lot of customers that way, but I also get a fair number who will wait if they can save some money. Create a win- win. Be honest with the customer-- "We love having interior work booked for January. We are willing to cut our profit a little for that luxury."

Another way to approach it is to recover your overhead during the non-winter months. Then when you cut your prices, it has no impact on your profit.

Brian Phillips

 

[Dave Mac]

this is really good stuff, and very important,

dave mac

 

[NEPS.US]

I know most of you guys hate new construction and commercial work but here is a case on why it is nice to have it. It's usually my staple all year long and when the weather breaks I target high end residential neighborhoods for repaints which turns into referal interior work in the off season. I stay loyal to my "GOOD" N.C. guys that keep working year round and make them my main priority even in the summer months. I also market direct mailers to people or GC's that have pulled building permits all year long. Even if I mail to the same GC 10 times a year he will remember my name and when it's time for him to hire a new contractor I will be there. I also do apt turnovers for a few complexes which may be small money a month but adds up at the end year. It all adds up and I'd rather be in a position to turn work away than have a winter with my pants down.

 

[MAK-Deco]

I have a lot of customers that way, but I also get a fair number who will wait if they can save some money. Create a win- win. Be honest with the customer-- "We love having interior work booked for January. We are willing to cut our profit a little for that luxury."

Another way to approach it is to recover your overhead during the non-winter months. Then when you cut your prices, it has no impact on your profit.

Brian Phillips

Hey Brian what happens if you booked the winter months early with discounted prices then the time comes and you actually get more calls during that time frame? Do you put them off into the spring at discounted rates?

Do you see where I am going? Do people deserve discounts when there may be potential work then at normal rates?

 

[NEPS.US]

.......and go read #1, #2 and #3 post of I can get 4% returns on direct mail.. want to know how? thread by Ken .....and when your finished.....go read it again!

 

[vermontpainter]

.......and go read #1, #2 and #3 post of I can get 4% returns on direct mail.. want to know how? thread by Ken .....and when your finished.....go read it again!

NEPS-HAG!

 

[NEPS.US]

NEPS-HAG!

I've never been so insulted in my entire life.......:icon_cry:

 

[Brian]

Hey Brian what happens if you booked the winter months early with discounted prices then the time comes and you actually get more calls during that time frame? Do you put them off into the spring at discounted rates?

Do you see where I am going? Do people deserve discounts when there may be potential work then at normal rates?

I see where you are going, and that is exactly what I do. I will offer discounts to people in the winter to put off their exterior until spring. Our winter is short, but rainy. I again create a win- win.

The real issue here is knowing your numbers. I know what my net profit needs to be over the course of the year. It will vary month to month and job to job. I sell some jobs with a lower net profit. I also have a flexible production staff, so that helps.

My net profit goal for the year is based on selling a certain number of hours. Once I meet that, everything else is gravy. I can then afford to offer discounts, because it helps everyone-- the customer saves some money, I keep a crew busy, and I make some profit I didn't plan on.

Brian Phillips

 

[MAK-Deco]

I certainly did not consider your season compared to mine, certainly a big difference. I was referring to my situation then as to book winter interior work at a discount then winter comes and the calls actually came in for interior winter work. I push it back to spring and am doing discounted interior work in Jan... The cycle continues.

 

[Brian]

I certainly did not consider your season compared to mine, certainly a big difference. I was referring to my situation then as to book winter interior work at a discount then winter comes and the calls actually came in for interior winter work. I push it back to spring and am doing discounted interior work in Jan... The cycle continues.

That is a very legitimate concern. Knowing your numbers will really help.

Briefly, if you know your overhead for the year, you can recover your overhead in the "good" months. (Overhead, by the way, includes your salary.) So if you have recovered your overhead in the first 8 months, you can now "discount" your prices but still make the same money. That's the financial part of it.

The other part is the marketing/ sales side. If your leads fluctuate a lot then it can be difficult to predict and plan. But if your leads are predictable-- and more importantly controllable-- then you can actually plan accordingly. If your sales fluctuate a lot, then you can become desperate to win a particular job.

There are actually several components to this issue-- marketing, sales, and financial. I'd also say self-confidence, but that's for another thread.

Brian Phillips

 

[ProWallGuy]

We also usually do a sign promotion in November

Brian, could you elaborate on this. I remember you talking about this before, but would like a refresher. (Or I need Timhag to supply the link )
Where do you put the signs? In previous customers yards, or ask HO's to put them up for a discount on their job??