‘Service marketing is from 3.5 to 5% of our budget. Installation marketing ranges from 2 to 5%,’ Wallace explains. ‘We analyze all marketing by category every year.
‘We consistently post on social media and have moved a large portion of our advertising dollars to our website SEO as well as Google Local Service Ads,’ Wallace says.
According to Dean, his company makes minor changes to their website to promote Spring maintenance in preparation for summer’s cooling season. From a branding standpoint, he says they recently began sponsoring a local Public Broadcasting network.
Ronald Amaya says that Punbar updates its website to reflect the change of seasons and promote maintenance. They expanded their market reach by implementing a Spanish language version of the website to reflect their market demographic.
After that, Amaya says they email existing customers with reminders about service and maintenance, specials on equipment, and the financing plans they offer. He ties social media postings with these emails to punch up his summer advertising and marketing reach.
Get Ready. Get Set. GO!
‘Do you want to know who you are? Don’t ask. Act! Action will delineate and define you.’ — Thomas Jefferson, U.S. Founding Father
Whether it’s recruiting new talent, adopting new technologies, or putting together budgets, the winter, and early spring ‘off-season’ can be the best time to get organized. It’s also an excellent time to make plans for marketing your business, trying out new revenue streams, and taking care of your finances.
When you take time to prepare yourself, your team, and your company for the busy summer season, you can set your business up for your most productive and profitable season yet.