Best Practices In Lead Generation

Marketing

Presentation Objectives» Cover basic marketing program» Discuss key action items» Stimulate thought on overall strategy/attitude» Show you the tools/services that are available

Keys to Successful Marketing

» Create Awareness for New Customers» Leverage Existing Customer Base» Leverage Existing Customers/New Installs» Establish Christmas Decor as the Expert in The Holiday

Decorating Business» Reinforce your brand through service, professionalism» Set Yourself Up To Grow Efficiently

Typical Market Profile

» Typical Franchise Does 85% Residential Sales» Services Sold Primarily To Upper 2 Deciles» Expanding Segment» Neighborhood Penetration Is Key (Efficiency)» Customer Maximization (Upselling)» Retention (Year-to-Year)» Territory Development

Residential Customer Profile

» Discretionary Income » Busy Schedule» Professionals» Lack Physical Ability» Lack Technical Knowledge» Single Parent Families» Homes with Children

Why Do Clients Buy?

Almost 85% of all clients choose Christmas Decor because we are

CONVENIENT and EASY.

Why Should A Customer Buy From You?

» Service Program—All Inclusive» Because you’re the expert (training, etc.)?

˃ You Have The Benefit Of Practice!

» Because of the relationship?» Because you live and work in the community?» Because you give them what THEY want?» Because they get value?

Where Marketing & Operations Connect

» Your efforts include more than your “advertising”

» Consider all opportunities to build brand and promote your business-your company must be a marketing machine

» Everything and everyone in your business is part of your marketing solution—missing piece means missed opportunity

» Do the small things

» Make effort to know/understand your customers

» Focus on the best prospects

» Don’t just count on new business for growth

The Remarkable Client Experience

What is it?How do you create it?What advantages do you have?

IT IS DIFFICULT TO GROW IF YOU DON’T RETAIN MORE THAN 70% OF YOUR CLIENTS!

ANSWER THE PHONE!

» The #1 Thing Existing Franchises Can Do» First Call Resolution» Answering Service» “Stop Them From Shopping”

Continuum Of Interest

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New Customer GenerationJOB SITE ACTIVITIES

Market to Qualified Customers In Your Other Business» Incorporate services into Newsletter Announcements» Include 1/3 Page Riders in all Mailings» Contact Special Accounts About Your Service» Special Promotions for Existing Customers» Great Place To Find A “Sample House” » Bundling Services

DON’T JUST MAIL A LETTER—ALWAYS FOLLOW UP WITH A PHONE CALL

Image Is Where You Can Separate Yourself

» Wear Uniforms

Sample Houses

» HIGHLY visible» Training» Showcase of Services» Regular customer?» Getting Sample House » Yard Sign & Flyers

GREAT TOOL FOR OPENING NEW AREAS!

New SignsClean Vehicles and Trailers

Keep vehicles in well-lit, highly-visible areas

9% of your installations should yield a phone call from your marked

vehicles

Trailer Wrap

Yard Signs» 2 Color & 1 Color» Minimal cost » Reusable» Set out at beginning» Display at every job» Low profile area» Assign job

7% of your installations should generatea phone call from yard signs!

Test the Lights After Installation

» Power up lights first 3 evenings» Signs » Provide service calls at non-crucial times

“Butterfly” Door Hangers

» 25 Closest houses to job

» Beginning of the job

» Same person

» Use Bulk Flier or Service Butterfly Pieces

Service ButterflyPut around

Neighbors of Your Customer.

Good for installation and

service visits.

Service Door Hanger

Upon completion of joband after service visits

Referral Programs

Service Industry Standard: 12%Be sensible, don’t listen to the ‘myths’Referrals are a great, low-cost way to

generate business.

LET YOUR SATISFIED CUSTOMERS SELL FOR YOU!

New Customer GenerationNEW CONTACT ACTIVITIES

Door Hangers or Flyers

» Half Page is best value» Rule - Identify Top 15-20% (home value)» Color Side Out On Front Door» Mailbox - “cannot impede delivery”- not wise» Repeat Areas AT LEAST three times

Door Hangers or Flyers

Responses Get Better With Time

DON’T EXPECT TO GENERATE ALL OF THE BUSINESS YOU NEED BY FLIERING A

NEIGHBORHOOD 1 TIME.

YOU MUST REPEAT AT LEAST 3 TIMES!

Door Hangers or Flyers

» Breakdown city map into areas» Mark off complete – start again» Start mid-October» Flyering Sources?» Check up on them» Have a Plan!

Late Season Marketing

Flyer BlitzWhen business slows, and you have gaps in

your crews’ schedule, turn on your “flyer spigot” to generate enough installations to fill empty dates. When you have enough work,

stop fliering.

Direct Mail—Caution!» Budget considerations - cost per piece» Calculated gamble - 1/3 goes unread» List quality - no list source is 100% accurate» Drop delays - bulk rate versus first class» ***ELECTION YEAR***» Other considerations - time factors

Getting a List» Corporate assistance» Your mailing house» Driving your neighborhoods (manual approach)» Info USA, Experian, others» Allow plenty of time

Characteristics/ Selections» Sensitivity to Territory» Homeowners» Single Family Dwellings» Personicx» Home Value (Understand Relativity)» Income (Not a Great Indicator)» Combination

Gated Communities

An increasing challenge

» Radius mailings» Newspaper – independent residential-sponsorship» Service-angle Presentation» Direct mail Association contacts» Decorate gate/guard shack

Other Options» Mailing tubes for difficult areas» Other Tactics

Late Season—Keep Flyers In Stock!» Sometimes it doesn’t work!» Many factors can inhibit results» Be careful with pre-qualifiers» If you diminish your list quality, you diminish your

results» You can’t lose what you don’t have» Answer the phone—LIVE!

Recap: New Customer Generation

» ½ page flyers distributed to 300-500 homes per day beginning on Oct.15th or……..

» Direct mail campaign» Sample Houses - test lights, yard signs, truck/trailer» Contact Existing Customers (other business)-1/3-pg.

Free rider, newsletters » Yard Signs Every Job, Uniforms, Market Vehicles» Ask For Referrals» DON’T FORGET TO BUTTERFLY AROUND NEW

INSTALLATIONS & SERVICE VISITS

New Customer GenerationAUXILLARY ACTIVITIES

Other Effective Tactics» Magazine Inserts» Select Publication Ads» Card Decks

Home or Mall Shows

» Usually Spring (Commercial) or Fall (Residential)» 10 x 10 Booth» Make Easel Board of Pictures – by aisle» Residential and Commercial Portfolios» Decorate Booth – lit garland, bows, wreaths

˃ Commercial Shows use tree, large eye-catching pieces

Inconsistent Advertising

» Radio

» Television

» Mass Direct Mail

» General Distribution Newspaper

Post-Season

» Do you call, visit, or just send a letter?» Early Contacts» Multiple» Upsell Opportunities» Cost to Renew Versus Generate New» What’s it worth?

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Questions