Mention marketing to the owner of most small plumbing and heating businesses and they immediately think that it’s expensive and not relevant to them. But what they don’t realise is that generally they are already doing some very simple marketing.
Marketing involves a mix of disciplines and is not solely limited to advertising, direct mail and PR. Your company name, logo and stationery are also part of the mix so if you have your name on your van you are already marketing your company. But is this enough and does it generate new business?
Here are some simple marketing activities that can help to get your name in front of new customers as well as keep hold of your existing ones.
Branding
On a simple level this is your company name and logo. A brand gives people a clear understanding of what you’re offering and why they should come to you. If done correctly your branding will make you stand out from the competition and give your customer base confidence in your abilities.
It’s important to keep your branding consistent and visible throughout all interactions with your customers – so make sure you have it on prominent display on your van, work wear and website or other marketing literature.
Company Website
Most of today’s customers will expect to be able to find out about your business on the internet. Having a website allows potential customers to review your services and provides an economical sales tool as it means that you are being represented 24 hours a day.
Your website address should be easy to remember while the actual site must be easy to navigate around. There is nothing more annoying than not being able to find basic information such as a telephone number on a website.
Social media sites such as Twitter and Facebook are also becoming increasingly useful for small businesses, as they provide a good way for customers to find you and keep in contact.
Stationery
Stationery is probably the most visible part of your business so it is an important marketing tool. Whether it is letterheads, compliment slips, business cards or invoices, these will be seen and kept by customers so are a key part of building your image. Good quality stationery will project a professional image, whereas cheap looking stationery can lose you customers.
Advertising
Advertising is an important part of the marketing mix and one that any business should consider, regardless of the size. When it comes to promoting heating and plumbing services, you are probably best concentrating on local advertising, in directories and on the internet.
Direct Marketing
A very cost effective means of generating new business, direct marketing such as leaflets and other materials, are particularly good for small businesses. The best responses from direct marketing campaigns are often when you offer the recipient a reward – such as 10% off all work carried out in a particular month, for example.
Word of Mouth
Whatever form of marketing you decide to do, don’t forget your existing customers. Make sure they are happy and that you keep in regular contact with them. After all, your existing customers are probably the best form of marketing there is, through either repeat business or recommending you to their friends – and it’s free!
And Finally…
We know that sometimes when you’re running a small business, a little bit of help from suppliers can make all the difference, which is why we’ve launched The Plumbers’ Club. Members can enjoy many exclusive benefits, all designed to help your business thrive, such as vehicle leasing deals and 30% off your O2 mobile phone rental.
For more information please visit www.theplumbersclub.co.uk
Debbie-Sue Price, responsible for customer programmes at Graham.
