How Important Is "Seen Around Town" Marketing?

Posted by David Chism | Wed, Apr 18, 2018

 How Important Is "Seen Around Town" Marketing?

How Signs and Trucks Can Help Grow a Businesslocal marketing tips for contractors

A few years ago, I start­ed work­ing with a paint­ing con­trac­tor who got very few leads from his trucks and yard signs. He prob­a­bly aver­aged a cou­ple per month at most. At the time, he had an annu­al rev­enue of just under $1.5 mil­lion. I believe his lack of Seen Around Town leads were real­ly due to sev­er­al rea­sons: his truck let­ter­ing and yard signs were hit-and-miss, his crews were not con­sis­tent­ly putting up job signs, and his com­pa­ny vehi­cles had a bor­ing logo that just did­n’t stand out. It was­n’t memorable. In just a cou­ple of years, my client rebrand­ed and began let­ter­ing all their vehi­cles. They also made it manda­to­ry to put yard signs out on all jobs. When I looked over their leads this past year (2017), they were aver­ag­ing clos­er to 10 and some­times 15 leads a month from Seen Around Town, and their rev­enue in their mar­ket grew to over $4M in just a cou­ple years. Their local name and brand aware­ness aware­ness grew tremen­dous­ly in a very short time!

Make It Mandatory

[cap­tion id=“attachment_3861” align=“alignnone” width=“744”] Over 30 years of yard signs rep­re­sent­ed (we’re just miss­ing a cou­ple!)[/​caption] I am sur­prised by the num­ber of con­trac­tors who do not take Seen Around Town mar­ket­ing seri­ous­ly. It is one of the least expen­sive ways to mar­ket your con­tract­ing busi­ness. When one of my cus­tomers marks a lead source for Seen Around Town it nor­mal­ly includes a prospect who saw a truck, yard sign, or some type of brand­ing to make them remem­ber and con­tact them for a bid. If you com­mit to just get­ting your vehi­cles let­tered and yard signs on every job, you’ll see an uptick in leads! When it comes to yard signs, this needs to be manda­to­ry. You have to make sure your crews put signs up. This is an easy thing to over­look — I see it all the time! One of the things I ask my cus­tomers often is, How are your guys doing putting up yard signs this month?” I nor­mal­ly get this response: It’s still hit-and-miss and could be better…I’ll turn up the heat this month.” The Inter­net is still very strong, and I know it is easy to rely heav­i­ly on the web to grow your con­tract­ing busi­ness. Just don’t for­sake some of the age-old mar­ket­ing tech­niques of keep­ing your brand front and cen­ter in your core market.

About David Chism

David Chism started his business out of a passion for helping small contracting businesses grow, be more profitable and become better known to their target clients. One lifelong hobby of David is using techie gadgets. So this blog is a place where he writes about technology, marketing ideas, just for fun (humor), personal thoughts on small business and more.


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