Impact Marketing For Small Contractors

7 Tips to Impact Marketing #1 – Assess Your Current Marketing Efforts #2 – Assess Your Market Potential #3 – Research Marketing Outlets #4 – Conduct a Needs Analysis #5 – Know What Your Customers Want #5 – Set Your Goals #6 – Develop a Strategic Plan for Marketing #7 – Implementation, Evaluation, & Adaptation

Tip Tip #1 – Assess Your Current Marketing Efforts

What Are You Doing Now? Assessing Your Marketing Efforts 1.What is your current marketing portfolio? 2.How much do you spend, and who is in charge? 3.What has worked for you in the past?

1. What is your current marketing portfolio? What print media are you advertising in? What print media are you advertising in? What radio/TV media are you advertising in? What radio/TV media are you advertising in? What online resources are you utilizing? What online resources are you utilizing?

2. How much do you spend, & who is in charge? What has been your budget for marketing? What has been your budget for marketing? What employees are assisting in your marketing efforts? Who is the team lead? What employees are assisting in your marketing efforts? Who is the team lead?

3.What has worked for you in the past? Have you measured ad effectiveness? Have you measured ad effectiveness? Estimated sales directly from marketing? Estimated sales directly from marketing?

Tip Tip #2 – Assessing Your Market Potential

Key Market Signs Below are three key market signs for contractors to examine: 1.Overall market size 2.Number of competitors 3.Number of partners

1. Overall market size What is your primary market(s)? What is your primary market(s)? Trends in the last 2-3 years? Trends in the last 2-3 years? What are the projected growth rates? What are the projected growth rates?

2. Number of Competitors Who are your key competitors? Who are your key competitors? What market(s) are they focused in? What market(s) are they focused in? Estimated sales volume? Estimated sales volume? KEY: Where are they marketing?

3. Potential Partners Who have you received recommendations from? Who have you received recommendations from? Any past clients? Any past clients? Past employees? Past employees?

Tip Tip #3 – Research Marketing Outlets

What outlets are available to you? 1.Local/regional 2.National 3.Online

1. Local/regional opportunities Print/branding Print/branding Business/trade journals Business/trade journals Trade association publications/events Trade association publications/events

2. National outlets Business/trade journals Business/trade journals Trade association publications/events Trade association publications/events Industry events/trade shows Industry events/trade shows

3. Online Tools Local/regional/national websites Local/regional/national websites Social media Social media Online groups Online groups

Tip Tip #4 – Conduct a Needs Assessment

The Basics of a Needs Analysis 1.What staff & funding resources are available? 2.What time resources are available? 3.What tools do you want to use?

1.Staff & funding resources Who can be the marketing “champion”? Who can be the marketing “champion”? What personnel resources do you have? What personnel resources do you have? What funding resources can you put towards marketing? What funding resources can you put towards marketing?

2. What time resources are available? Time available every week? Time available every week? Time available for conferences/trade shows? Time available for conferences/trade shows?

3. What tools do you want to use? Print Print Radio & Television Radio & Television Online Online Social media Social media Website Website

Tip Tip #5 – Know What Your Customers Want

Know What Your Customers Want 1.Create customer-centric content Where do they go for information? Where do they go for information? What types of information/posts grab their attention? What types of information/posts grab their attention? 2.Educate your customers on what they don’t know 3.Make your marketing unique!

Tip Tip #6 – Set Your Goals

Goal Tracking Document

Tip # Tip #7 – Develop a Strategic Plan for Marketing

Overall Plan Development 1.Establish clear vision/mission for marketing 2.Define roles/responsibilities 3.Build in opportunities for improvement

1.Establish Your Vision/Mission What do you want to get out of marketing? What do you want to get out of marketing? Where does marketing fit in with your organization? Where does marketing fit in with your organization?

2. Define roles/responsibilities Who will be doing what? Who will be doing what? Clear definition of roles Clear definition of roles Clear definition of responsibilities Clear definition of responsibilities

3. Build in opportunities for improvement Break down the plan in phases Break down the plan in phases Quarterly, yearly Quarterly, yearly Any patterns/trends? Any patterns/trends?

Tip #8 – Implementation, Evaluation, & Adaptation

Implementation, Evaluation & Adaptation Be sure to monitor these factors to improve your own marketing practices: 1.Implementing the Marketing Strategic Plan 2.Quarter and annual evaluations 3.Maintain flexibility to adjust as needed

Thank You! Any Questions? Colby Humphrey Director, Pinnacle CCID