Making Waves in a Small Market Mark Springer, CR Dayspring Restoration Inc. Missoula, Montana USA

Missoula? Is that in Africa?

Missoula Facts TRADE AREA POPULATION (2003) – Primary Trade Area (a) 98,616 – City of Missoula 60,768 – Secondary Trade Area (b) 90,098 – Tertiary Trade Area (c) 164,410 – Total Trade Area (a, b, and c) 413,892 INCOME (2003) Per Capita – Missoula County $26,823 – Montana $25,775 – National $31,459 Average Annual Wage (2002) – Missoula County $26,182 – Montana $25,997 – National $36,159

Traditional Marketing Strategies Insurance Professionals Market – Golf, Lunch, Football Games – Brochures – Magnets, Note Pads, Candy – Adjuster Conferences Does Marketing to this Segment Exclusively Present a conflict of Interest? What will we do When The Insurance Company has a change of heart? Relationships with Insurance Agents and Adjusters are important! Don’t abandon your current plan.

Mass Media Billboards Newspaper (print) Radio Television Periodicals Athletic Sponsorships Vehicles

Mass Media and Community Partnerships Tracking Results: 2001 Introduce Billboards 2002 Start Newspaper Campaign 2003 Radio 2004 TV 2005 Athletic Sponsorships

Building a Campaign Consistent: Budget and stay the course – 2-4% of gross sales Comprehensive: Don’t confuse your audience Creative: Don’t be bland but don’t be gimmicky Complete: Start with one media, do it well then add another.

Our Campaign “911 For Your Home” Branded with our logo Used in All Practical Marketing pieces and Materials We would expose all Potential customers in our market to our services in order to be the first call that They make.

Examples Billboards -Location, Location, Location. Left Hand Reads, Slow Traffic Patterns or Stop Lights.

Television Commercials TV Has a High return in Name recognition but the highest cost. Sets you well ahead of your competition and creates a successful impression of your company. Consider a Buying Representative to avoid buying junk. We have found local News programs to be the best buy. Stay away from Sitcoms ID Tags or rotators can help to maintain market presence. Make commercials Simple and Stay away from Technical Jargon. Testimonials have been very Effective for Us.

Newspaper Size Doesn’t matter Re-enforce your brand and Campaign. Keep it Simple

Examples Web and Links

Athletic Sponsorships Negotiate Be Very Cautious Start Small

All Working Together Website Builds Message Newspaper and Billboards Re-enforce Message Press Releases And Home Shows Build Credibility Community Partnerships Add Credibility TV and Radio Communicate Message

Community Partnerships Community Partnerships are critical to build credibility in your community. Takes A lot of Time You must have proper motives – Chamber of Commerce – Builders Association – Association of Property Managers – Realtors Association – Economic Development Forums – Non Profits

Ways that Partnerships Have Paid Off for Dayspring Chamber of Commerce Board of Directors and Vice Presidency Heart Walk Chairman – 200 radio spots – Guest on TV news programs – Guest on 8 radio programs – Newspaper coverage – Met with key insurance personnel Guest Speaker – Realtors CECs and office meetings – Property Management CECs – Builders Banquet – Escrow Association Open house for Chamber Events and Builders Association Events

Non-Profits People want to work with companies that are committed to their communities – Sponsor events – Sponsor prizes – Give to auctions Restore the Dream – Feel good event – Met with every key leader in our community

Other Ideas in the Works Parade of Homes Commercial Premier Guest Column TV Show More Home and Garden Shows All these opportunities build on each other

The Good, the Bad and The Ugly The Good – You will rely less on insurance companies for your growth. – Less Bid work. – If you are the only company using mass marketing in your market you will likely have immediate growth. The Bad – New cost for most companies (Time and $$$) – You may not see immediate results. The UGLY – Tracking results is very Difficult. – You set the bar much higher for yourself.