Understanding marketing and its effects on the cleaning industry has jumped to the forefront of many small businesses concerns when drumming up new business. Why has it become so important to study marketing? A study of the entire US workforce discovered that over one quarter to one third of the civilian workers are involved in some measure of marketing.
Gaining a clearer picture of what is top priority with a small business manager brings to light many differing viewpoints. Though most agree it is hard to set aside money for marketing because primary concerns of existing clients, takes precedent over seeking new clients. The understanding is clear however, that to be successful requires a concerted effort to cultivate relationships with your existing clients as well as develop innovative ideas to increase new customer awareness.
Theresa Peterson from San
Francisco and San Jose, Ca who operates Peterson’s Quality Cleaning-Maid to
Order in operation since 1986 says that “Marketing
has become a greater concern for many small businesses. There is a greater
opportunity with technological advancements to fully utilize web resources to
increase consumer awareness.”
Sonya Busby with Buzz Building Maintenance Inc., of Wichita Kansas says “My husband and I have found that making time for ANY marketing is a big challenge. We know that is the key to future growth and struggle to gradually delegate more and more of the actual field work, supervision, etc.” They have been in operation since 1998.
This by definition is considered a form of relationship marketing which is a strategy involving the forging of long-term partnerships with either customer’s, individuals and or firms. Since new customer marketing can cost ten times more than maintaining an existing client; small businesses are focused on providing top of the line services thereby providing the opportunity for word of mouth advertising to take place.
In the process you must have…….
To say that marketing isn’t a part of every businesses life cycle would be a huge mistake. In order for your company to be successful some measure of marketing must take place regardless of its form. Along with providing excellent services it requires communication. It’s building a relationship on mutual respect and ease of rapport. Freebies and gimmicks work great to get you noticed. However, staying on top of existing client needs lends to your credibility. Case in point we began a new contract and after a few weeks we started getting calls from building occupants upstairs. Before you knew it we had landed all the tenants in the entire building. Plus the additional residential work that followed.
Gaining attention by way of special offers is another way to generate interest in your services.
As an example: you have been servicing a company for a few months now with little or no troubles in quality of service issues. You decide you would like to generate more revenue by offering say a 15% discount for any employees within the company for cleaning or carpet extraction services. After receiving permission to post the information, you decide to go one step further. That night you purchase a bag of individually wrapped candies and include a business card, special offer flyer and treat on every desk in the facility. Thereby reinforcing your message and possibly brightening up some ones day.
Always make sure that your top level supervisors are kept abreast of new marketing efforts. Nothing will sink your in house marketing effort faster than lack of continuity in services.
Start submitting newsletters with your billing statements offering up to date information about your company. Offer how to tips, start publishing your own articles. Even throw in a crossword, mazes or quotes for the month. Be creative, but be professional. Remember to stay away from inflammatory content that might offend the reader.
Whether you are a new or existing business, marketing will play an integral role in the development of clientele.