Advertising, what works for you?

[pcbear]

Ive had my van done for 6 months,all over lettering professionally done, three phone calls from that and two were from yellow pages wanting me to go in the book, 1500 flyers locally with a lukewarm response also including a full carpentry service.
Plan C coming up is???

What works for you?
I never took the yellow page ad as in my local one there are untold half and quarter page size ads that would cost much more than i could spend, any advice appreciated.

[0161 locksmiths]

hi ive been self employed for seventeen years but only two doing locksmithing ive also tried leaflet drops but not had much response yellow pages does seem to be one of the best for advertisig but is expensive my only advice would be to perhaps have three or four smaller adverts in the directories instead of one big one that way your more likely to get a better response i would also go and visit alot of estate agents in your area and other your services also any key cutting shops and any smaller diy shops and other a small commision for any jobs that they pass on to you which obviously then makes it worth there while giving out your number i would also visit alot of sheltered housing for the elderley and give your card to the warden.finally i keep a note of houses in your area that have recently been sold and when the board outside has gone go and post a leaflet offering lock changing services all these ideas have worked out well for me i hope this helps you.good luck.gary@0161 locksmiths

[pinky]

reputation and word of mouth are all thats guaranteed to pay off.
this is all an effect of an overcrowded industry, 2 day course merchants.

you have to offer more than the next man and be known for it.

every area is different as to best advertising mediums, sadly its trial and error and alot of time.

with the amount of new start ups, its worse than ever at present, no good news im afraid, persevere and work to attain the local reputation.

the lack of work is why 9 out of 10 now go bust, and its not just new start ups.

a letting agant i work for alot has had 11 letters from new lockies this month, not 1 got a look in , he gets same every month, you are 1 of many, so what makes you better, why should they choose you ? work this out and you get the business.

[pcbear]

All good sound advice taken on board, if i relied on my lock work i would starve, with all the Eastern European labour in and around London at the moment undercutting by miles, that is biting into my core carpentry business as well, i am reasonably fortunate in having a good word of mouth reputation but the work does not ( as we all know) fall perfectly in to place when we want it.
Off topic - The largely unskilled foreign labour living 5 up to a room spending next to nothing in the country, sending most home, is going to kill the time served British tradesman, someone explain to me how these ***** contribute to the country, i cant see it.

[Bump]

YP/BT/Dentons/Thompsons are all OK but remember, if someone is locked out the chances of them getting a book and looking you up is slim. I get most referals through the priority listing service on the various 118 numbers (YP being the best) its cheaper and gets more response from mobile users ringing up and asking for a Locksmith in ????

After that try looking at your internet search results; there are tons of search engines who will give a free listing. Take particular note of those sites that are regularly in the top 3 in any 24 hour period, remember some sites are only there during off peak hours.

People are inclined to use the internet or mobile phone these days, my feedback shows that they usually ignore call centre listings but do look at the top one or two on the regular listings, in the latter case the call centre will give them the name at the top of the randomly generated priority listing; free listings dont stand a chance on YP or BT 118 services.

Unless you can spend a fortune on pay by click advertising I would stay away from Google Adwords. Having your own website is flashy, can be expensive and doesn't bring any business in unless you are one of the big corporates who can pay for top billing.

Van signage is a tricky one. One the one hand it has potential to attract business, on the other it tells every shady charcter where they might get some interesting tools.

I agree with Pinky and the boys who speak of reputation, I get personal referals from previous customers, I hand out my business cards like confetti.

Of course you still have to compete with the franchise listings with multiple adverts. The customer doesn't know any better when they are quoted £75 call out and are told they will need to replace the locks; plus VAT. You can only hope that they will ring around for a better deal but I feel most don't!

[EvoRed]

Bump, are you saying you get a lot of work through 118 247? If so, I find that interesting being in the same area as myself as I've had 2 jobs from it in over a year! Maybe you've sneaked your number in for my business!

[Bump]

Bump, are you saying you get a lot of work through 118 247? If so, I find that interesting being in the same area as myself as I've had 2 jobs from it in over a year! Maybe you've sneaked your number in for my business!

Evored

Most of my calls have been through my Yell.com priority listing or YP online; not necessarilly 118 247. I just suggested that it might be another way to go depending on area. To date I am not impressed by 118 services but I haven't given it long enough to make that call.

With the number of Timpsons and S&S listings its difficult to get yourself heard!

[EvoRed]

It was only around this time last year there were just 4 enhanced yell.com listings in the area. Now there's 11, two of them S&S and three of them Timpson's.

[Bump]

Evored

Who are S&S? I thought franchise holders got protected territories. One of them doubles as a plumber, the other an electrician. Are Timpsons using subbies? I cant believe the guy in the key kiosk in Swindon goes out on calls!

[nhughz]

you're lucky Timpsons and S&S only have three in your area, they have seven in mine !!

[andy6r]

all my work has been word of mouth
do a good job don't rip people off and they will recommend you
I would never call someone from an ad or listing
if I don't then other people don't
saw on a van other day 'quality is our silent salesman '
very poignant I think

[EvoRed]

Evored

Who are S&S? I thought franchise holders got protected territories. One of them doubles as a plumber, the other an electrician. Are Timpsons using subbies? I cant believe the guy in the key kiosk in Swindon goes out on calls!

Looks like S&S may sub work out too, not quite sure. Both numbers are the same, and are the same as the number for plumber, sparky and glazier so obviously a call centre.

I had a letter from Timpson's a few months back asking if I was interested in subbing for them as they were going to do just this but decided to decline. Looks like others took them up on it...

[CJM]

S & S look very much like Cornhill Maintenance re-branded

[Bump]

Evored

Had two calls this weekend both through 118 247. Don't know why they are ignoring you. By the way, thanks for the e-mail, will get in touch after BH.

On Saturday morning a customer was grumbling that a well known lock company wanted £75+VAT and they would have to drill the bl**dy lock out; which would be another £30+VAT. My trusty letterbox tool got the lady in without damage and cost her considerably less. Problem is of course as lady said, "When youre freezing on the doorstep how many people are going to argue?"