Transcript Michigan Radio WUOM 91.7FM

CertaPro Painters
The Marketing Mix
4 P’s of Marketing
• Product
• Price
• Place
• Promotion
Objective: To focus on the Promotional aspect
of the Marketing Mix, developing a completed
Promotional Campaign
Advertising
Radio Advertising
• Ann Arbor Radio Stations
• Acoustic Café Rdr Radio
• Annarboralive.com
(734)761-6874
• Clear Channel Radio
(210) 832-3353 Director Cammy Jones
• Michigan Radio WUOM 91.7 FM
• Michigan Radio WVGR 104.1 FM
Michigan Radio WUOM 91.7FM
• $120 for an advertisement:
– 5-10 AM
– 4-7 PM
• $140 for a specific time frame
• The advertisements are 15 seconds
long
• Marketing Department
(734) 764-9210
Ask for Tom or Larry
Newspaper Advertising
• Ann Arbor News Daily
– Circulation 58,584 M-S and 72,627
Sun
• Ann Arbor Observer Monthly
– Circulation 54,239
• The Saline Reporter
– Circulation 4,800
• Ypsilanti Courier
– Circulation 7,000
Newspaper Advertising
Ypsilanti Courier
• Business card size advertising (size 3.79 x 2
inches)
– $39.32 per week without contract
– $34.44 per week with a 6 week contract
– $30.12 per week with a 26 week contract
– $25.84 per week with a 52 week contract
• Contact Beth Harris at (734) 429-7380
Business Showcase
• Heritage Newspaper-West includes
– The Saline Reporter
– The Ypsilanti Courier
– And 5 other newspapers
• Send your story to over 26,000
homes for only $969
• If interested, call Beth Harris
Yellow Pages
Free Listing
• Listing info - business name, address, phone
number
• A link to a More Info Page - allows you to
provide additional information about your
business
Yellow Pages
Bronze Listing - $29 Per Month
• Priority placement over Free Listings
• Listing information - business name, address,
phone number
• Includes a line of text
• A link to your Web site
• A link to a More Info Page - allows you to
provide additional information about your
business
Yellow Pages
Silver Listing - $49 Per Month
• Priority placement over Bronze Listings
• Listing information - business name, address,
phone number
• Includes a logo
• A link to your Web site
• A line of text to promote your business
• A link to a More Info Page - allows you to
provide additional information about your
business
Yellow Pages
Gold Listing - $69 Per Month
• Priority placement over Silver Listings
• Listing information - business name, address,
phone number
• Includes a Banner Graphic and two lines of
inclusive text to promote your business
• A link to your Web site
• A link to a More Info Page - allows you to
provide additional information about your
business
Yellow Pages
Platinum Listing - $119 Per Month
• Priority placement over Gold Listings
• Listing information - business name, address,
phone number
• 50 character slogan line outside the banner
• Includes a Banner Graphic and two (2) lines of
inclusive text to promote your business
• A link to your Web site
• A link to a More Info Page - allows you to
provide additional information about your
business
Ice Arena Advertising
• Yost Ice Arena (Home of Michigan
hockey)
– Phone number is (734) 764-4600
– $5000 for two dasher advertisements
• Provide painting services for the arena in
exchange for advertising at a lower cost
Direct Mailing
Direct Mailing for Nonexistent Customers
• Brochures
• Postcards
• Non-personalized letters
• Customer Referral Program
• Trade show reminders
Direct Mailing for Existent Customers
• Personalized Letter to re-attract
previous customers for other
services
• Send out a monthly e-mail
newsletter to keep your customer
base updated on your business
– Events
– Promotions
– Advertising
Promotions & Events
Promotions & Events
• Trade Shows
• Contests
• Community Events
Trade Shows
Rock Financial Showplace Trade Shows
• Spring Home and Garden Show
April 2007
• Novi Home Improvement Show
January 2007
• Fall Remodeling and Design Expo
October 2006
Home Trade Show Demographics
• 83% Own their own homes
• 47% Have incomes over $80,000
• 64% Plan to remodel their existing
home
• 33% Plan to purchase another
home
Exhibitor Prices
• 10x10 on average costs $1,263
• 20x10 on average costs $2,181
• 30x10 on average costs $3,042
Trade Show Tips
• Brochures and Leaflets
– Include contact information on all
materials
• Strong Visual Impact
– DVD Player that continuously loops a
Bob Vila video, etc
– Highly visible company name
– Multiple signs in different areas of
booth
– Direct Message
Appealing Giveaways
•
•
•
•
•
Nice pens with company logo
Carabineers
Divot Repairer
Keyboard Cleaners
Candy/Food
Plan a Follow Up!
• Research Shows that 70% of trade
show leads do not receive the
proper follow up.
• Plan a how you are going to follow
up on customers before the trade
show i.e. direct mail or door
hangers.
• Customers must be contacted
within two weeks to be most
effective.
Trade Show Successes
and Failures
Success: Citibank
Success
Failure: Google
Effective Trade Show Displays
WIN A HOME PAINTING MAKEOVER!
• Contest Advantages
– Promotes company name
– Motivates consumer to take action
with company
– Encourages word of mouth
– Creates PR opportunities
WIN A HOME PAINTING MAKEOVER
• Contest Advertising
– Use entry forms as newspaper ads
– Send entry forms as direct mail to
draw attention
– Agree to buy the paint from a specific
store in return for in-store contest
advertising
WIN FREE HOME MAKEOVER
SPONSORED BY
ENTER TO WIN AN INTERIOR AND EXTERIOR HOME PAINTING MAKEOVER
NAME:
ADDRESS:
PHONE:
SEND COMPLETED ENTRY FORM TO:
SO&SO
12345 RD.
CITY, STATE ZIP
Community
Habitat for Humanity
Partnering with a volunteer organization such as
Habitat for Humanity will not only bring good
press for your business but will more
importantly help those less fortunate in your
community.
Partnership Options:
–
–
–
–
Product Donations
Public Awareness Raising
Mobilizing Volunteers
Financial Support
Contact:
Huron Valley Habitat for Humanity
Volunteer Coordinator
(734) 667-1558 ext. 105
Ann Arbor, Michigan
Homeowners Associations
• Ann Arbor Associations
• Greene Farms
– [email protected]
– Advertise in the Bi-Monthly Newsletter
• Business Card Size $15
• Double Business Card Size $25
• Banner Ad $40
• Thornoaks
– Erwin Pollack
4068 Thornoaks
Ann Arbor, MI 48104
(734) 971-6192
• Tuomy Hills Area
– John Sivertson, President
2145 Melrose
Ann Arbor, MI 48104
663-7648
Ann Arbor Chamber of Commerce
• Networking Oppportunities
– Morning Edition
• Monthly buffet breakfast
– NetWorks
• Monthly “power mingling” over lunch
– Seminar Series
• The current series focuses on small
businesses
– Member Receptions
– Washtenaw Business Expo
– Year Ender
Ypsilanti Area Chamber of Commerce
• Member-to-Member discounts
• Promote Your Business
• Join the Business Directory
• Advertise in the Directory
• Direct Mail to other members
• Networking Opportunities
• First Tuesday Breakfasts
• Leadership Ypsilanti
• Post Holiday Gala and Silent Auction
• Annual Meeting and Awards Dinner
Drip Marketing
Campaign
Drip Marketing Campaign
•
Drip marketing is a direct
marketing strategy that involves
sending out several promotional
pieces over a period of time to a
subset of sales leads.
Drip Marketing Campaign
JAN: Novi Home Improvement Show
FEB: Exterior Paint Contest
MAR: Direct Mail
APR: Spring Home and Garden Show
MAY: Door Hangers
JUN: Habitat For Humanity
Drip Marketing Campaign
JUL: Newspaper Business Showcase
AUG: Community Festival
SEP: Interior Paint Contest
OCT: Fall Remodeling and Design Expo
NOV: Personalized Customer Letter
DEC: Trade Show Reminders
Questions or Comments?
• Nathan Bruff
– [email protected]
• Jessica Clark
– [email protected]
• Adam Fishel
– [email protected]
• Scott Hedges
– [email protected]
• Amy Jackson
– [email protected]