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I really like this article on Price Shoppers and where/who to focus advertising. I’ve read it a couple times and it makes more sense each time. I am rethinking some of my advertising because of it. Just my 2 cents.
http://www.cleanfax.com/article.asp?IndexID=6637167
Here is part I really like:
“As an example of this, I am intrigued and entertained by the Apple Computer television ads that show “Mac” talking to “PC.”
These ads don’t try to convince consumers to buy a computer. Instead, they point out how much nicer your life will be if you switch from a personal computer’s irritations to the advantages of using a Mac.
Stop trying to convince consumers who don’t value carpet cleaning and other home services to call you.
Focus on consumers who want more than their current cleaning company is providing.”
Dave,
The article is very good. It addresses the same thing we have been teaching for the last four years. The high end markets come mainly from networking whether it by through an organized networking group like BNI or by contacts you make with other service companies.
I especially like the part about customer referrals…I’ve been preaching that since my first day in business. It doesn’t cost me a dime in overhead for “happy customer” to tell his/her friend about Heaven’s Best. I booked 2 hotels this week, both were customer referrals….$4500.00 in revenue.
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