Too Many Places to Advertise - Not Enough Business

[Johnny Bravo]

Is anybody else finding this?

More and more people are selling advertising these days but it's actually making each form of advertising less effective. I think we all know Yellow pages is not what it was and thomson local is just a waste of money. But now we have 100s of online directories and 118 services.

Each of these forms of advertising gives me the odd job but not of them really pay for themselves. I seem find myself spreading my advertising spend but getting a demising return from each.

[79commando]

For every new advertising media there are also new locksmiths unfortunately. In an average week I get about four calls from people setting up near me asking how to advertise. I no longer try to talk them out of the trade as I'm wasting my time. So in short advertising that works good this year could prove to be a complete waste of time next year due to increased competition.

[toomush2drink]

This post should read " too many new so called locksmiths , not enough work"

with all the training courses churning locksmiths out left right and center is it any wonder loads are struggling ?

[NickBristol]

It's been said elsewhere here before but you need to know how to market your business and understand how advertising works - knowing that will help you decide how you advertise yourself.

Just because a company phones you offering the latest special offer on advertising doesn't mean it will actually work for you or that you have to sign up then and there or you'll be losing out to your competitors.

[gotta]

When I first started out, I found that radio gave me the best response. For the prices, sponsoring a weather update or a local sports broadcast got the name out when people were listening. The print ad that worked the best was one that had a coupon for a free security survey and half off the price of deadbolt installation. With the coupon, it was easily tracked. I've tried to stay away from anything that wasn't local. A small yellow page ad and lots of business cards. In your particular market, you'll probable have to try a few different things and see what works. Be sure and ask customers how they found you as well.

[Gordy]

I have had a lot of work from people stopping me in the street because they have seen either my van or work shirt that has "LOCKSMITH" across the back and my company details on the front.
This has been one of the cheapest forms of advertising I invested in and has given me more results than any of the 118 numbers or phone directories.
It is what I would certainly recommend to anyone.

[BorisTheSpider]

Word of mouth works wonders. The company I work with strongly encourages marketing. Of course, by marketing, I mean hitting the street and giving cards out to just about every person you meet. Local businesses and the people who work there are key targets (security guards at malls and gas station attendants are some of the best). I especially saturate the areas where I spend a lot of my time (specific gas stations, shopping plazas, etc.). My company believes so strongly in this type of marketing that they offer an income guarantee for the new guys - the only requirement is that you properly market. I haven't heard of anyone taking advantage of the guarantee, though. If they do this right out of the gate, they'll have plenty of work and make more than the guaranteed minimum.
The real drawback here is that you have to keep it up. You start slipping and it'll start to reflect in your volume.
I can't say it's sure-fire, but it works for us. And a few boxes of brightly-colored business cards and business card stickers is a lot cheaper than most marketing.