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Thread: How to Move into the Busy Area with Advertising

  1. #1
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    How to Move into the Busy Area with Advertising

    Hi guys,

    Been a while since i posted on the forums.
    I have a question that has been bugging me for some time.
    How do i increase the amount of calls i get into the business to make it grow so i can get more staff to handle the growth... and start forming a coporation..... im sure each one of you have had this question before.

    I am at the stage that there are calls each day for the company staff to attend to.... but im waiting for people to call in to make more bookings. I am wanting it to be at the stage where i have bookings for the next week.

    Apparently according to the previous owner he said this time of year it gets a bit quiet. But during the summertime and vactions it picks up almost to the point that 2 teams arnt enough.

    I would like to smoothen out the peeks and dips somewhat... maybe do advertising campains throughout the dips and during the peeks hold back a bit on the advertising.

    My main question i guess is...... where doesn one start on the advertising front to start getting more business? Local newspaper is the only source of advertisment that is done at the moment.

    Any advice would be appriciated.

    The company is a TV Company... doing DSTV / Aerial installs & Repairs

    many thanks
    Snoopyinc
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  2. #2
    Site Caretaker Dave A's Avatar
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    If this is a total market rhythm, you're trying to compensate for seasonal fluctuations by shifting market share. Changing (growing) market share is an ongoing exercise, but I don't know how wise it is to play with this dynamic to compensate for regular seasonal shifts.

    It might make more sense to look for something with a contra-cycle that is naturally busy during your quiet season.

    On the marketing side itself - if local newspaper advertising is your biggest source, do you have signage on your vehicles?

    I'd also look at getting your card to people that sell TVs and DSTV decoders.
    The trouble with opportunity is it normally comes dressed up as work.

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    All my vehicles have Sign writing, We are a accredited Installer through Multichoice which we receive 50% of the calls from. Also the problem in this industry is that people that Sell TV's etc... Tend to have a department that does the installation.

    Granted i should contact them and confirm that observation i have but i do know that certain shops have their own inhouse guys.

    I am basically looking at the whole business.... if i cant change the rythem... i would like to increase the input received during the slow cycles and compensate the high cycles with temp staff etc. I would rather be busy then quiet.

    My point is what avenues can one pursue to increase market Awareness.

    I have been thinking that perhaps instead of looking for same work styles i should incorporate other business sectors to compensate..... But the main problem is still how to bring out the awareness..... Pamphlet drops/Business card drops/Network meetings etc... which area tends to bring the most rewards.
    Any person that has any experience with the above and more plz post what you found to be the best form of advertising.

    PS be aware that the line of work i do ... generally doesn't have the internet available to them so Online based advertising would be a degraded form of awareness.
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    I like your topic Daniel. I think this is a thread that many of us would like to read through every time we land in the tunnel. I would like to ask a few general questions that can maybe get some feedback in general, as I love to get some answers on the same topic. I think one of the most important problems we all face is getting the exposure we need to maintain a healthy growth for our business. Apart from standing on every street corner and shouting redfaced, how do you sell your business to the public? I tried many things in my own business and one thing I can state with all honesty, pamphlets and newspapers doesn't work for my business.

    Do you socialise/network (eg play golf ) with other business people related to your industry? Property developers, property owners, managing estate agents, retailers etc.

    Are you listed in the yellow pages?

    Location of your business? Is it located well and with proper signage for visibility?

    Do you sometimes utilize charity drives or publish press releases in your local news papers? Do you get any form of frequent media mentions?

    Do you utilize street poll advertising?

    Do maintain a relationship with your customer base? Send them emails or happy birthday messages? Any form of contact after? They are in most cases your biggest ace in the pocket imo.

    Ever thought of a special promotion during slow times? Ever tested the water with a special prize or cash discount?

    Then a few questions in terms of your advertising, marketing, signage etc.

    Do you utilize some form of call to action with your adverts? Often we just tell public what services we offer and then regard it as advertising.

    Do you utilize your unique selling points when advertising?

    Do you use motivators in your advertising?

    Then a final question. What do your competitors do for advertising?

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    Hrm... my answer to most of your questions is no.

    The problem I'm facing is that the company i have taken over has a 25 year reputation and is well known throughout the area, the reason i say this is a problem is due to the fact that i have never really run my OWN company before.... i have been thrown in the deep end here and am expected to float..... Well i have to say.. I was sinking a little. I am afloat now but as i have just stated its new to me. So the whole idea of advertising etc is somewhat French to me.

    What i do remember from the other company i was with was that we used to goto network meetings and get people to give us business, about a 10-15% return
    Yellow pages - 2-4 calls a week


    Coming back to the competitors question.... i really don't know what they do. This industry is really backwards.... there is no qualification you can get to become a sat technician unless you going full scale with sentech. Its all work experience.
    I suppose i should start looking at who my competition is and see what kind of advertising they are doing.... but where does one start with that?
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