Moving from spring to summer can be a time many air duct cleaning businesses stop thinking about marketing. Bookings are solid, business is… busy! In fact, it can be tempting to think this is a time to back off marketing efforts simply because your crews are already booked out so far!
But don’t let the busy-ness of this time of year lull you to sleep. Now is the time to make sure your name rises to the top of customer awareness. Your competitors are looking to grab pieces of your market share! But if you maintain a strong marketing and advertising presence, you’ll keep them from getting a foot in the door of your existing customers, and you’ll have greater opportunity to grab the lion’s share of the new customers.
One of your most valuable marketing assets is your American Caddy Vac cleaning units. Many of our customers talk about the fact that these trucks are like owning a mobile billboard. Think about it… if you’re driving down the road and you see guys rolling out portable units from a trailer at one house, then down the street you see an American Caddy Vac at another home, which is going to make the most impactful impression? Make sure the branding on your cleaning unit is strong. Don’t try to write a novel on the side of your unit. Critical information, in large characters is what works best (name/logo, phone number, web site). Yes, there may be room for some further information, but keep it simple and easy to read for a passing vehicle. Think in terms of what a driver can consider in about 3 seconds. That is your primary message.
Then, in all of your other advertising, whether it is social media, print, direct mail, TV, or radio, keep that primary message in mind. In every media (with the obvious exception of radio), make sure that your American Caddy Vac is prominently displayed. The size and power of these units, combined with your branding, will make a clear and compelling message. It says “professional”.
Smaller companies with one or two cleaning units need to be especially aggressive with their marketing. Social media is your friend, but only if you are paying to boost and increase position and views, and consistently adding new content. If you’re working with an advertising agency, be sure to get them the photos and information they need to keep social media content fresh. If you are trying to manage your social media in house, and you’ve given those duties to someone in the office or even someone on the trucks, be sure to give them the time and resources to do a good job. Keep in mind that this is very important for your business. Leave time in your own schedule to review what is to be published in your company’s name, whether it is created in house or by an agency.
As you keep your name and your American Caddy Vac in the public eye, your bookings should continue to increase and your business will grow. Use these tools to set yourself out from the competition. Time spent on marketing will pay dividends now, and into the future.
