advertising tactics

[capt.dunc]

i've got the misfortune of moving house, and the yellow pages for my new region doesn't come back around for 10 months, aghh. any ideas for advertising?
speaking to comando79 the other day he'd just realised that he'd had three jobs after hours in a week, where the client had gone to the chip shop to look for a yp. so some posters seem a start. i'm busy printing leaflets for a door to door posting campaign. there's 4 types, all have the same basic main section with differing base sections for differing areas.
1 support your comunity, use a local business, not a multinational.
2 if we destroy your lock to gain entry, we replace it at no extra charge.
3 please find a card attached and take the time to place it in your wallet, you won't be able to look in your yellow pages when your locked out.
4 a 10% discount on quoting a code (domestic only).
these last ones are just for my new town itself, i'll be covering about 4 small towns and loads of villages, but it should even out, since there's no real petrol cost for the local jobs.
any extra ideas would be great, and i'll let you know which of the four types work to get people to hang onto the leaflets/ use my service.

[Varjeal]

Please don't take offense, and I know you folk on the other side of the pond use some terminology different to ours, but just reading your advertising scares me a bit, so I'll offer both criticism and some advice.

1 support your comunity, use a local business, not a multinational.

Using negatives in advertising (unless for effect) is generally not a good idea...how about something like this:

1. Your friendly, local professional locksmith is always available. (note lots of positives without bashing)

2 if we destroy your lock to gain entry, we replace it at no extra charge.

How about:

2. We offer free replacement where non-destructive entry is not possible.
(This statement, although means the same thing in essence as yours, mentions the word FREE, and to those business-minded people, means your going to do everything you can to NOT destroy (very bad word to use) the lock.)

3 please find a card attached and take the time to place it in your wallet, you won't be able to look in your yellow pages when your locked out.

Excellent idea, btw... However, unless your flier is fairly long, or your not using pictures, it's best to keep statements short, so how about something like:

3. For your convenience, we've included a complimentary, wallet-sized card for emergencies.

4 a 10% discount on quoting a code (domestic only).

I'm a locksmith, and I have no idea what that means. Remember, your customers aren't either.

I hope that helps and that you understand I'm not trying to be ignorant, just helpful.

[fixer]

4 a 10% discount on quoting a code (domestic only).

I'm a locksmith, and I have no idea what that means. Remember, your customers aren't either.

The meaning of this is a discount coupon.

capt.dunc

This can be a good idea to get people to call you, but don't do it on a code number only. Make sure the person hands you the discount coupon and also make sure you have an expiry date on the coupon.

Try to find out in the local area what the prices of your competitors are. This way you can set your prices to get the work you are interested in. Don't set the prices too low as people will wonder why you are so much cheaper.

Don't be afraid to do free estimates. Just fit them in with other calls you are already making in the area.

Once you get customers, keep in contact with them on the day of the job. If you are running late, call them and say sorry. People do appreciate something more than 'sometime tomorrow'.

Produce a fixed price schedule and stick to it.

Ask for referals and if existing customers will give references.

Hope these are some more ideas worth considering.

[Varjeal]

re: discount code...ahhh..k...I was thinking of something quite a bit different..hehehe..anyways, how about something like:

10% discount when this flier is presented. (domestic customers only.)

[capt.dunc]

cheers guys, i've tightened up the wording on the card carrying flyers, and the discount ones. sorry about the confussion varjeal, i was getting to be a lazy typer by no.4, it's clear and understandable on the flyer.

no.2 is a funny one, i'm still not happy with the wording, but after reading several nde promises i've never seen one that's worded well, even pinkys doesn't quite hit the spot, by the time you tag on that "this offer won't apply if the lock is damaged and the lockie has no option but to drill" etc

i'll stick with the negative in no.1 for now, the scots are pessimists and like them. besides there are several local campaigns running against, windmills, pylons, hospital downgrading and the like. they're all being driven by the people against national companies and the powers that be. they all contain negatives, so i'll keep it in that spirit.

thanks again, dunc.

[sportsguy]

First off I'll state I work in marketing for a living (been doing so for almost a decade now).

Well said varjeal - not sucking up here, but his points are valid (though I did undestand the discount thing right off... ).

Advertisng should focus on the positive, never the negative. If I read your last post correctly, you're saying there are a number of "information campaigns" ongoing in this region, basically 'stickin' it to the man'. If that's correct, while it may work fine for campaigns targeting government mis-management, or large corporate issues, you are neither (forgive me if I'm off-base here, that's what I'm getting from your post - those campaigns are big-ticket, community based things - things the locals are unhappy with).

Anyway, it is your call, and you should have a much better read on the locals than, oh, say some guy posting on a forum 3000 miles away...LOL

*************************************************************

Ideas:

In my area we have local newpapers - community focused ones, near one for every friggin' neighborhood it seems - lots of locals read the darn things. The one in my neighborhood has a circulation of over 1500 every 2 weeks or so. Advertising is cheap.

We also have "The Autotrader" here - a weekly publication of used vehicles for sale around the region (each "Trader" is regional). A small ad in front of car buyers might net some work from new buyers, broswers and even maybe dealers who see the ad.

The local, actual, newspaper. Why not contact them to do a profile on the "Newest Professional to join our Community" - that kind of thing - you'll do an interview, chat about the basic services and how most folks come to find the need for these services. Gets the paper good content (which they want) and for a bit of your time, gets you a nice plug in the local rag. This will take a couple calls, and aks folks who know folks if anyone has a contact at the paper and can hook you up with a name & number - a foot int he door helps with newsies.

Don't discount the Yellow Pages, either - get in now as they'll still get your ad placed online and at Directory Assitance - DA is likely the first place folks call when locked out and all they have is their cell/mobile handy. Your coupon idea would fit well with an online ad - "Print this card for your wallet and your first call is 10% off" - that kind of thing.

HTH

[capt.dunc]

thanks, i've got a writer for the local paper who's offered to run a story about me, "escapologist to lockie, our local houdini" i'll be speaking to him shortly. i like the auto trader idea, i'm not doing auto work at the moment, but since no other lockie is advertising doing this either i've begun to think about kit for doing this, so i'll keep auto trader in mind.

[Shrub]

I do a lot of differant bits and bats,

Posters in your local diy stores and churches,

I advertise on the back of the local video shops dvd's and tapes on 3 differant areas (shops)

I park my sign written van outside the polling station all day on voting day and park it outside the park on carnival day (big fair)

I also run a stall at the big fates in which you pick a key out of a bucket for 50p and if it unlocks a perspex box with a £20 note in they get to keep the money, 25p goes in my pocket and 25p of each sale goes in the charity's pocket,

I have a stall at the local carboots with a lot of my stock on (its all money even if you only make £3 on a lock in a day)

I am posting leaflets in EVERY door of the areas i cover,

Every time i do a job i put a leaflet through the doors of all the neibours,

I advertise in all the local free papers,

I am on the local bailif's books as well as the local councils,

I have a card on the local police stations memo boards (this isnt realy allowed but i am the only lockie in the area so its not classed as favortisum),

All the local garages have a few cards and leaflets,

All the loca supermarkets have notice boartds that have my card on,

I have a sticker on every carpark ticket machine (not allowed but not been told off yet) and the same stickers on shops front doors,

I dont use YP and am not even in the local phone book (meant to do the local one but its just come out and i didnt realise),

And the biggy for me is that another business i am starting up will be in a position to be putting my locksmith business livery on to race cars!!

Im pretty much covered except the local phone book thing

[helix]

My sister has just opened up a business from
scratch. She wanted me to work out how to advertise for her
on the cheap. (I'm not in advertising).
So I said to her, give me $200 and I will fix it.

I took the $200 to a print shop and got 1000 bumper stickers made
up for $180AU and gave my younger brothers $10 each to
give out handfuls of the stickers to their school mates for a week.

I figure, that you can stand around a shopping centre or wherever
handing out a sticker at a time to people who probably won't
stick them anywhere, or give them to their kids who will definately
stick them everywhere, hehe.

I also took some stickers and put them neatly at the very top of the mirrors
in public toilets, at the back of toilet doors in shopping centres, pubs,
etc.

Although doing this is classed as littering, We have never had a call
to remove any of the stickers, probably because they are neatly put
and placed as if someone wanted them there.

I'm not recommending that anyone does this littering, but it has
proved to be very effective as our only form of advertising.
(but don't overdo it or it could come across wrong).

...just a suggestion, but don't forget, it has your number on it
and its placment is representing YOUR BUSINESS.

[Chrispy]

What's the sticker of?

[helix]

Personal training.

[sportsguy]

Although doing this is classed as littering, We have never had a call
to remove any of the stickers, probably because they are neatly put
and placed as if someone wanted them there.

I'm not recommending that anyone does this littering, but it has
proved to be very effective as our only form of advertising.
(but don't overdo it or it could come across wrong).

...just a suggestion, but don't forget, it has your number on it
and its placment is representing YOUR BUSINESS.

Interesting idea, and given the apathy of those cleaning the washrroms at malls, there's probably still there...LOL

Though I have to wonder - if you're on the throne, and see the sticker, does it occur to you maybe you need training for the current situation? How "personal" is this training...

Seriously, neat guerilla (sp?) advertising tactic.

Check places like this page for books on the topic:

http://www.amazon.ca/exec/obidos/search-handle-form/702-4627809-9847237

...and something like this in particular...

Search Amazon.com for this title is the link doesn't work:

Guerrilla Publicity: Hundreds of Sure-Fire Tactics to Get Maximum Sales for Minimum Dollars


http://www.amazon.ca/exec/obidos/ASIN/1580626823/qid=1121519950/sr=1-2/ref=sr_1_2_2/702-4627809-9847237

[yippeegollies]

As long as it's not costing you a fortune to get these flyers printed and delivered...go for it.

BUT...having said that, let me add that I've tried that myself and have seen others do the same...with very poor results. I won't criticize without making a recommendation of my own though.

The best thing I've found for drumming up business is targeting specific areas and making a personal visit to introduce myself hand out a business card. That way, you are a real person and not just a Company name on a flyer. In my case I targeted 'CAR DEALERS' and 'APARTMENT BUILDINGS' , 2 great sources of REPEAT business. It worked really well for me. Just a suggestion.

Yip

[cracksman]

CNN actually runs a series where top CEO's of fortune 500 companies help small businesses. I would highly recommend checking out these series. The big question is why would people call you instead of someone else? A high quality "hang on knob" campaign might work to start (like a do not disturb at a hotel). Scare tactics may work, but I would go positive, you want your customers to think when they call you, however makes the call will let them in so they can go on with their life, and you will take care of the rest.

If you want a customer make a pitch...
Then..."Leave your Security in our hands", we encrypt your codes, around 24/7 A lockout at 4:23 am? -part of our job

If you can back it up, your in business.....

*I have no experience as a locksmith, it shouldn't matter though, your selling an image, back it up with quality service, and please, if you screw up, admit it and take the loss-you'll sleep better at night and more importantly, you'll build trust with your customers!

[Shrub]

The best thing I've found for drumming up business is targeting specific areas and making a personal visit to introduce myself hand out a business card. That way, you are a real person and not just a Company name on a flyer. In my case I targeted 'CAR DEALERS' and 'APARTMENT BUILDINGS' , 2 great sources of REPEAT business. It worked really well for me. Just a suggestion.

Yip

Unfortunatley if i tried this in my area i would get no business, people round here dont like to be mythered, if someone got me out my chair to answer the door to say hi heres a card im your local .............. then i get very annoyed and any leaflets etc from that person go straight in the bin, i like to look at a leaflet and not be pressured into talking to someone or taking there personal habd outs,

I print my own leaflets and 90% of my work when starting up came from them, i would say that i still get most of my work from them,

Im not doing your idea down just saying it must be a country or even region specific as round here your likely to get a kicking for distubing someones dinner than get a pat on the back for giving a business card to them personally,

Business cards are a lot dearer than leaflets as well,

I did go round the diy stores etc personally with cards etc though and i have a lot of work through them.