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Old 8th February 2006, 04:35 PM   #1
Raffy
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Default Looking for marketing advice

Hi everyone,

I have a small decorative concrete contracting company that does patios, driveways, walkways,etc. We also do some landscape construction - trees, shrubs, rockery, etc. I have been in business for 7 years. About 50% of my business comes from referal. I also do a considerable amount of print advertising in local newspapers and advertising booklets that contain ads from other home decor/renovation companies.

What I need help in is in the actual ad. I've read that it is inaffective to promote the product rather than promote a "solution" to a potential customer's "problem." Does anyone have any ideas? For example, Bayer doesn't promote Aspirin, it promotes pain relief in its advertising.

Thanks!

Raffy

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Old 9th February 2006, 12:34 AM   #2
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Hi Raffy,

At the risk of sounding like a broken record, it really comes down to what you think your target market is after. Do they want prestige and good looks? A practical low maintenance alternative to mowing grass? Do they have little kids and not much disposable income or are they elderly and can't do heavy yard work (but your company can!)? So many possibilities!

Once you nail down your target market, you can do some research into their buying behaviours and patterns, what matters to them personally, etc. Then you can start brainstorming "solutions" to integrate into your marketing copy.

Hope this helps.
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Old 11th February 2006, 03:41 PM   #3
Raffy
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Hi Karri,

Thanks for your reply.

My target market wants prestige and good looks.

I was thinking of is using the phrase "Building Dreamscapes" in bold letters in my ads. What do think of this?

Raffy

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Old 12th February 2006, 12:46 AM   #4
al06
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Default Sounds fimiliar...

Quote:
Originally Posted by Raffy
Hi everyone,

I have a small decorative concrete contracting company that does patios, driveways, walkways,etc. We also do some landscape construction - trees, shrubs, rockery, etc. I have been in business for 7 years. About 50% of my business comes from referal. I also do a considerable amount of print advertising in local newspapers and advertising booklets that contain ads from other home decor/renovation companies.

What I need help in is in the actual ad. I've read that it is inaffective to promote the product rather than promote a "solution" to a potential customer's "problem." Does anyone have any ideas? For example, Bayer doesn't promote Aspirin, it promotes pain relief in its advertising.

Thanks!

Raffy
Sounds familiar. Spent quite a bit of money till I met a advertisement rep and has shown me secrets that I currently use now. It works.

Example: Your ads have to talk to your clients. Try using keypoints of your services of what your clients define with lay-mens turn as well as a visual ismge(s) stand point. The layout would be clean and simple. "To the point". Let me know if I could be of advise and or recommendations. Good luck!

Al

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Old 12th February 2006, 11:47 AM   #5
mktgbiz
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Raffy -

I might put this title across the top of your ad -

What do your guests say AFTER they leave?


Will they love your patio, decks, walkway, landscaping?

We can guarantee they will!!!!




That was just a quick thought. Hope it gives you some ideas.

Scott

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Old 13th February 2006, 08:46 AM   #6
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If it is full colour then use before and after photos to the Max. Imagary is far more powerfull than reams of text.

From this to this Is ONLY a phone call away!

Have a garden fit for royalty, be the envy of your friends and neighbours. WE can make this happen for you, all you have to do is pick up the phone. The only limitation is your imagination, pick up the phone and we can make it all happen. No mess no fuss, no problem.

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Old 13th February 2006, 08:47 AM   #7
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You really need to get a features and benefits list going and rate them in the importance your customers would rate them. That way you can be sure you will be atalking about whatever concerns your clients most.

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Old 16th February 2006, 06:02 PM   #8
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More than just listing features, make sure that you compare what YOU do, against the possible alternatives. People are gonna hate you if you sell them on something, that something else does better.
So what's the advantages of concrete over bricks/decking/paving/gravel etc...
And what are the disadvantages? Look at the Marmite ads - "You either love it or you hate it..." They sell that on the basis that some people completely detest the stuff. Why does that work? Because it gets people talking about it, and it's funny. Look for ways to maybe do something like that.

And finally, and I cannot stress this enough...

RUN 2 ADS. Run two different adverts, and split test them against each other to see which pulls best, and which gives best ROI. Then change the failing one, and try and make it beat the winner. Keep doing that and refining your sales process.
Pete

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Old 23rd February 2006, 02:37 PM   #9
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Thanks everyone, you've all been VERY helpful!!

Raffy

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Old 23rd February 2006, 03:00 PM   #10
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Default Show the beauty of your work by video

Hi Raffy,

You must have laid some gorgeous concrete work. Do you have any photographs? I'd like to see some to show you a fantastic way of marketing the services you provide.

You can contact me by email and send pictures to me via the address on our website.

Kind regards,
Ady

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