Low Cost Marketing Strategies for Painting Contractors - Part 6 - Making the most of print advertising
While many people believe that digital advertising is replacing print advertising, print advertising still has a place for local businesses.
Tips for using targeted local print advertising to market your business:
- Print ads can be advantageous to local businesses by placing an ad in a targeted market. Consider what areas you would like to work and target your print efforts in newspapers, magazines, and home association newsletters that will bring you business from those areas.
- Consider spending a bit more and use color. In newspapers, having a color ad will often get noticed first. While it is not necessary to purchase the largest ad space, my belief is that it is best to choose ¼ page or more.
- While most people try to get as much text as possible to fill the ad space, your ad will get noticed more if you keep it simple and uncluttered. People generally scan ads so those ads full of text will often get overlooked for ads that provide easier scanning.
- This may sound obvious, but is sometimes overlooked – make sure your company name and contact information is easy to find. Your company name, phone number, website address, and/or email address should be easy to pick out from the overall layout of the ad.
- If using a graphic in your ad, make sure it clearly depicts the type of business you are in and the services you provide.
Print materials that you can hand to potential customers and leave in strategic locations are still important for a local business.
- Always have business cards available for you and your crew. Your local printer can provide you with a professional, low cost business card that you will be proud to leave with potential customers. While there are many online sites where you can design your own, often the small additional investment to hire a professional printing company to design and print your cards will give you a better result.
- Painting contractors often like to develop one-page flyers that they can leave with customers or distribute throughout a neighborhood. Again, keep the page uncluttered and provide all necessary contact information and a description of your services.
- Don’t overlook other print materials that may be beneficial to getting your business noticed in the community. Have yard signs made up to display when you are working at a location. Use your logo on employee t-shirts, hats, and outerwear. Customers and neighbors appreciate workers wearing company attire. It helps identify who is in the neighborhood and if they belong on their property.
- Merchandising items that you might like to leave with a customer after a job is complete might include logo pens, refrigerator magnets, calendars, jar openers, etc. All these items can be printed with your company information making it easier for people to call you in the future and refer you to their family and friends.
Don’t miss last week’s article on social media marketing for contractors.
Read all 6 articles on low cost marketing strategies for painting contractors.
Next week’s article will discuss why providing your customers with a well written proposal is important.
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Written by: Barbara Walsh, www.walshonemarketing.com