As an existing owner, these will be areas where you have a high concentration of households that match the same demographic criteria as your “best” customers. When designing your marketing plan, you want to be sure you penetrate these areas more deeply, using more targeted media, like doorhangers, targeted marriage mail, and solo direct mail. Details of these media are found in section 4.2 of the manual. 2.4 Competition Each territory will vary in its level of competition. Competitors typically mean more consumer demand, and more potential for your business to grow. The advertising done by your competitors should help your business because customers will choose the service that best meets their expectations. Look for your competitors advertisements and check on their size of ads in the yellow pages. If you can, try to obtain an estimate from your competitor to get a better feel of their pricing and operations. Perhaps they push customers to sign lengthy year-long contracts or offer additional services; these are all good things to know as you go to market in your area. You want to know what differentiates you from them at all times. When business is slow, competitors will be looking at ways to attract new clients and your clients will be vulnerable to better offers. As a defensive strategy, you need to continue marketing to your existing customers. Maintaining strong relationships with valued customers is critical and will give you a competitive edge in good and bad times. Be interested in how your customers are faring. Pay them personal attention by making sure to meet with them face to face on occasion. A good personal relationship goes hand in hand with a solid business relationship and is your best defense against competition. 2.5 Couponing As part of your required research, pay attention to the discounts your competitors are offering to consumers in your market. If competition is low and discounts minimal, you may not need to begin advertising with a large discount. However, if discounts are commonplace, it may be hard to overcome that consumer appeal without an enticing discount of your own. The standard national offer of “$50 off ($25 off your first and fourth regularly scheduled cleanings) is designed to be used over the course of four cleanings to attract and retain customers. It would be very difficult for a business to grow if it was performing many one-time cleanings at $50 off.
MOLLY MAID Marketing Manual Copyright 2015, Molly Maid, Inc.
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