If you plan to succeed with a professional cleaning service franchise, a small business marketing plan is essential.
The purpose of any marketing strategy is to generate leads that will bring in new customers as well as strengthen the company relationship with current clients.
Effective marketing is not a one-size-fits-all approach nor is it a one-time deal.
For a business to continue to grow, marketing is an ongoing commitment to using creative strategies to reach potential clients with advertising that generates interest.
Consistency is the key which means marketing is a continuous part of a successful business’ budget.
The points below are a step-by-step guide to creating a marketing campaign:
1. Identify Market – Who are potential customers? Where are they within a specified geographic area? Is your business, in relation to potential clients, strategically located for quicker response times?
2. Identify Services – Become familiar with local demographics and determine particular services and methods that are in high demand, such as residential areas with strong demand for carpet cleaning and the preferred methods of carpet cleaning being used. Evaluate office buildings in your service area and tailor a marketing strategy to meet particular needs.
3. Create A Budget – Determine how much your company has to invest in a marketing campaign and that will determine exactly what media will be implemented: television/radio ads, billboards, newspaper ads, direct mailers, flyers, etc.
4. Design A Campaign – Introductory specials and coupons are the most common ad campaign when trying to establish new clientele. However, seasonal campaigns should also be utilized: spring cleaning specials, winter holiday specials, back to school specials, summer pet specials, etc. Specific service specials are another campaign to put into play: half price carpet cleaning, window cleaning, top to bottom bathroom unique, etc. When designing ads, always use large, bold typeface for contact information.
5. Door-to-Door – Determine apartment complexes or condominiums which could be reached through door hangers or flyers. These marketing tools are also useful for cleaning teams to carry with them and place on the doors of office suites within an office building job-site. If you have an established customer at an apartment or condominium complex or office building, it raises your chances of developing more.
6. Direct Mail – Postcards are effective tools to target specific neighborhoods and businesses. They can be designed to double as a coupon which often increases a positive response.
7. Network – Never underestimate the value of commercial and industry contacts. Join local organizations such as the Chamber of Commerce. Civic groups are an excellent way to meet local business owners that can generate direct leads for new clients: realtors, homeowners associations, property managers, etc.
8. Online – Virtually everyone searches online for services of all types, including cleaning services. Create business listings on some of the most widely used search engines sites such as Bing, Google+, Yahoo Local, and Yelp. Inform current customers of your listings and ask for a review. Most satisfied customers are happy to oblige, and this is an effective way to promote your business.
9. Brand It – Create a company brand that is recognizable and memorable. Uniforms, vehicle signage, and business cards should all have a company logo as well as industry certifications and standards such as ISSA, CIMS-GB, etc. This creates a professional impression with employees and company vehicles are highly visible whenever they are traveling out in the community.
10. Loyalty Rewards – The most popular loyalty reward campaign almost every consumer participates in is at their local grocer when they have their loyalty card scanned to enjoy the benefit of discounts when they check out. Incorporate this idea into your business model by offering certain services as a gesture of gratitude for a customer’s loyalty. This could be something like a complimentary spot cleaning service or cleaning an extra room after a specified period of continuous service.
Any business will acquire new clients through word of mouth referrals.
However, waiting around for new customers to come to you by referral is usually a slow growth process.
To generate steady growth, a marketing strategy is essential.
For more information on creating a plan for your cleaning service, please contact us for more information.
In Bakersfield CA, call (661) 395-3009
In Fresno CA, call (559) 473-1790