Marketing - What’s Your Mark?
By Stan Rydzynski
By definition, branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. Or, the marketing practice of creating a name, symbol or design that identifies and differentiates a product/service from other products/services.
The recognition by the customer to relate the product or services of your business has to solve a problem or need that your prospective customer has is vital. In the case of an electrical contractor, the need from a consumer, commercial account, hospital, university, industrial plant or any other commercial/institutional property to select your company to repair and/or install electrical material is extremely important to your sales and profitability. Your marketing plan must be focused to build your brand to the highest possible level. Through branding comes lead generation which can be converted into profitable business. After all, if they don’t know about you, don’t know why to use you, how can they do business with you.
In most cases the need for electrical work is not an everyday concern for most customers. Conversely, the need for food or gas is a required everyday activity. Hence, reaction to ads, direct mail, internet sites and other marketing communication tools may not generate an immediate response something most sales-oriented individuals/owners desire. The simple reason is the need for electrical service is sporadic. They need you when they need you. Therefore measuring the effectiveness of your marketing strategy, and its tactics, has to be over the long haul. That’s why high brand preference is essential.
Let’s say you are a contractor that is mostly residentially focused. You rely on the consumer/homeowner as you #1 customer. Since the need for service upgrades, recessed lighting installation and other electrical services is required on a random undetermined occurrence, how do you make sure they call you when the need arises? Are you relying on word of mouth? Do you advertise everyday in the local paper? Do you offer magnetic business cards, or magnetic calendars with your name, telephone number and url on them? Here is where your marketing plan has to focus on the overall branding of your business. You want the impression of your service that you are their #1 company to call for electric service. Of course there are marketing strategies that will try to capture the customer with an immediate need (i.e. - $50 off coupons, free safety inspection, etc.). However, building your brand for the long haul is extremely important. Any marketing plan has to have a goal and action plans to grow you brand in the targeted audience/ community.
For example, many contractors never take advantage of the available space on their trucks? Most trucks are painted white from the factory. The vast majority of contractor’s do not change the color and just have their company name, address, telephone number and the general service they conduct (residential, commercial, industrial) stenciled on the side panels or on the doors. They are not taking advantage of this moving billboard. How many customers see your truck (s) per day driving around town or the county? Is it 100? 200? 500? +1000? Have I made my point?
In my town, there is a contractor by the name of Commander Electric. Just about everyone in the county, never mind the town, knows Commander Electric. How this did happen since he doesn’t do a lot of advertising but his branding is outstanding? The answer is their creative use of truck signage. The company was named after the owner’s pet a German Shepherd named Commander. The owner commissioned to have a plastic replica of the dog molded and painted. The model was affixed on top of the panel trucks. In addition, he had the trucks painted fire engine red with copy indicating the profitable services he performs. The use of the dog as a symbol was marketing genius at its best. His brand recognition was incredible. Could it have been a screwdriver, a receptacle, a motor? Or, a creative image painted on the truck?
Your objective is to make your prospects and customers think of you differently than you’re competition and remember your company when they need your services. How can you mark your brand on your company and your market?
Stan Rydzynski, Executive V.P., Channel Marketing Group, has over 35 years of experience in marketing/sales/product excellence in the electrical industry. The Channel Marketing Group provides strategic planning, marketing planning and market research for contractors, manufacturers and distributors with a focus on growth initiatives to accelerate performance. If you have a marketing/strategic planning question, you can contact Stan for a FREE consult at srydzynski@channelmkt.com or 516-319-1191. In addition, Stan conducts a 2-3 hour marketing/planning contractor seminar covering basic marketing concepts as well as teaching how to write an effective contractor marketing plan. Contact your local IEC, NECA chapters and/or your local distributor to arrange for him to conduct his highly effective and informative seminars.
