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Thanks Brett! By the way I’ll also mention that as a Subway franchisee in the ’90’s just entering national tv advertising, once we saw the dramatic results almost all markets “volunteered” to RAISE their advertising contributions! In the central Texas market we agreed to add an additional 2% without any resistance – and everyone benefitted! At first it was small – we co-op’d with other national vendors, became a sponsor w/NBA, became active in mda – walk for life, and then a gamble was invested in the first real “campaign” with Jared. The rest is history. When I bought into Subway there was no tv. When I sold we had national exposure – we played with the ‘big boys’ so to speak – and so our credibility skyrocketed. Every owner was a beneficiary – no matter how big or small an operator. Suddenly my 40k investment was worth almost 200k!! Credibility in today’s market is judged by national exposure in television media – and it doesn’t matter whether we like it or not!!! ha!! We have to find ways to enter the arena!!
Very interesting points on tv advertising have been brought out throughout this discussion. No one may want to admit this, but the fact is without professional quality tv advertising we will never as a franchise have the full credibility and recognition we need to get to the “next level”. Brand recognition is vital and our logo overhaul was the first step! I remember when Subway 1st got into the national advertising arena – it was a huge step but has paid off big for those franchise owners. That franchise has a percentage advertising fee as part of their agreements. In any case, this type of advertising requires a “co-op” type of organization – and perhaps at some point HB owners may choose to form such a co-op which could be designed to strictly focus on national tv advertising. Also, on such a small basis at first we may need to also co-op with some other national advertisers. Again, with Subway when we first started we co-op’d with bigger companies we did business with like frito-lay and pepsico. Perhaps there are some flooring companies, carpet companies, etc. who might like to co-op with us – where our name, logo, perhaps special ‘deal’, etc. could appear in the same ad as theirs! This is an easier entry level approach. National sponsorships are also huge in gaining credibility and name recognition. If we could find an organization to collectively support, we could also receive advertising in return! Gaining recognition on a national level for contributing to something like “Breast Cancer Awareness”, etc. could be priceless and worthy at the same time! Just some food for thought! And remember, the more credibility and name recognition not only builds sales – it builds business value and demand for re-sale! (I learned that first hand as a Subway franchise owner when I sold!)
That may be the greatest solution of all! You could advertise HB services and also write off all business use for HB. You could market spotter bottles, rakes, etc. – haha, I’m gonna watch for one myself!
Now that’s what I’m talkin’ ’bout! ha! I really need to do this – I’ve thought about it. Ron, where did you find the right kind of hose to use?
Yup… I’m not anywhere near 3-10 pads per room. I use dirtnapper with reg green stripe pad followed by reg drive plate w/woven turf on both sides for a regular sized room. Usually does well! One of the keys is to spend plenty of time vacuuming – don’t underestimate the effect of this. Also, depending on how bad it is may mean the use of pre-spray such as Fast Acting Enzyme. Nonetheless, you must also exercise patience and allow dwell time…. those cleaners need a little time to do their magic! Good luck and welcome to HB!!
Hey Rick,
I don’t care who it’s from – if it’s more than a hundred dollars I’ll take it! hahahahahahahahahahahahaha!
Always fish when the fish are biting! Gotta stick close to common pay periods 1st and the 15th. Beginning of week or end of the week is better because most calls come as they are planning out the next week. Good advice on not allowing yourself to get lost in a Sunday paper – or use the banner advertising as suggested above. Also, request right-hand page near the corner or edge – that is where the eye naturally goes as looking through a paper. It is also handy if you are using a coupon because it is easier to rip out for customer! Your ads don’t have to be the biggest – but placement is critical. If your paper wants your long-term business and several contract inches per year they will work to get your placement correct! Social and Lifestyle sections also good!
Agree Rick! Just wish maybe I had bought some Exxon stock about 10 years ago! ha! I figure pretty soon, Texas will become “Texxon” hahahahahahaha – they own all of us! I know, I know….smile! We have a few more weeks before it goes back up to $4 a gallon again……arghhh!
I haven’t started cleaning hardwoods yet, but for carpeting I find it easier for the customer to price by the room/area in residential jobs. They seem to like the simplicity of the ‘room price’ – and most of the time it turns out cheaper than if I had quoted by the sq ft. I wonder what type of charge could be used with this approach for hardwoods? Anyone out there trying this? For example: (3) Areas $139.95 Carpet OR Hardwood? Interesting simple pricing might just bring in some customers!! Let’s hear from some others – what have you tried?
Typically this is usually a very expensive way to advertise. I’ve investigated this method several times and always came to the same conclusion – doesn’t produce the bang for the buck! Better off using direct mail or newspaper inserts!
All good tips here – if ever your instincts tell you to be careful, make sure you get work phone, driver’s lic. #, and date of birth on the check. Everywhere requires this so an honest person should not give you a problem. In Texas we can also file through county district atty office, dept of ‘hot checks’. The good part is, that person can not even get their driver’s lic renewed without paying up! And if they get stopped for a traffic violation, etc. they will be arrested! It places a warrant on their name. It is better to move on quickly and let the authorities handle it after you have given an honest try. Life is too short and you will wind up getting angry every day. Remember “smile”! ha!
I’ll be honest. I have yet to deal with a “non-pushy”, over-hyped, know-it-all yellow page sales person. Don’t like to be so blunt, but the fact is these sales folks know they are pushing a dying product – and they are desperate! My advice: be strong; only purchase what YOU decide you need; be firm; and don’t sign anything until they realize YOU are the boss of your advertising dollars. They will use every trick in their book to convince you that you do not know anything about your customers or how they will find you. Go into every meeting with a plan, and if anything …. error on the side of being conservative. There are lots of other more contemporary ways to spend your ad bucks than on yellow pages… surely a dying product…
Exactly – we should all project ‘strength’ to the public! Don’t get rattled and don’t let the doomsday folks drag you down! In the end, we will benefit from holding a positive, steady as you go course straight ahead! This is a true test for our company – and we will gain respect for the long term if we can all work together to project our image as strong and dependable even in tough times!!
It’s all about “attitude”! If we approach our customers with a lack of confidence and economic ‘worry’ hanging over our head we will fail. Be positive, and happy to offer such a great value in our services and people will respond! People are also cautious about over-aggressive ‘desperate’ sales approaches – it erodes confidence toward us! I say, take a deep breath, approach life like it’s getting better everyday and project an image of calm and confidence in everything we do. The folks in panic mode are also showing the public they are too near the edge, and may fold at any moment. This is a lesson in Faith! Smile, laugh, and do the best work you’ve ever done!
All good points! It’s funny as we get a little older, we’re not as self-conscious about what we look like – but actually consider protecting ourselves! 🙂 We see people outside using masks for allergy protection – we are in ‘cedar’ season – right Rick? We should always be cautious about repeated exposure to any chemicals!!! Air – it’s what’s for dinner!! haha!
