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View Full Version : Marketing... ad size vs quantity


BD79
08-30-2011, 06:10 PM
What do you guys think would be more effective, a 1/4 page ad that reaches 40,000 homes or a 1/2 page ad reaching 25,000?

This is my first year in business and have a very limited marketing budget. I want to do an ad in a local monthly advertiser, and pass out about 5,000 postcards. Do you think the response is better with direct mail vs stuffing them in the news paper slot? I don't have the budget to do direct mail but would like to do it next season.

I just worry about spending more than I can bring in. I think that winterizations is a good time to pick up more contacts for next year, and would like to be as effective as I can. Do you guys pick a lot of new clients for blowouts?

Mike Leary
08-30-2011, 06:17 PM
What's your proposed ad look like?

FIMCO-MEISTER
08-30-2011, 06:29 PM
and how much are you advertising blowouts for?

Mike Leary
08-30-2011, 06:33 PM
and how much are you advertising blowouts for?

And what's the competition?

AI Inc
08-30-2011, 06:33 PM
Targeted direct mail will get you the best response.

BD79
08-30-2011, 06:38 PM
Guy's it sounds like you think I might be a low baller. I'ts my first year in business, not in the business. I'm not going to join the race to the bottom. I'm in business to make money not waste my time.

I don't have my ad done yet but obviously need it very very soon. I am on the fence about putting any prices on it, but may include a coupon. I just don't want to deal with price checkers all day. However the ad ends up, it will be a simple clean look not filled with tons of crap like most I see.

I am open to any suggestions you may have.

AI Inc
08-30-2011, 06:44 PM
I would suggest a small targeted market , close to the shop. Time is very limited at this point in the game. As far as blowouts go, most customers who dont have the guy who installed it blow it out are price shoppers.

BD79
08-30-2011, 06:54 PM
The comp charges anywhere from $25 to about $65 and some higher. The monthly magazine lets you choose the areas you want to target. Depending on ad size, I can get into 20,000 to $40,000+ homes for around $500. I then want to hit in the same area close by with additional post cards.

Wet_Boots
08-30-2011, 06:58 PM
change your name to Aaron A. Aardvark and advertise in the Yellow Pages :)

BD79
08-30-2011, 07:01 PM
It's already been taken!

bcg
08-30-2011, 07:10 PM
Yellow Pages are a waste, nobody uses them anymore.

On things where prices are fixed, always put prices in your ads, it weeds out the price shoppers for you and will get people to call you over the guy that doesn't give a price. People like to know what to expect.

Repetition is more important than quantity (as long as you're targeting a good area). When we do direct mail, we'll hit the same area 3 to 4 times, just a couple of weeks apart. You'd think response rates would go down like this but actually, they go up for mailings 2 and 3 then level back off for mailing 4. Fair warning though, unless you've timed a mailing with unbelievable precision, you're going to measure response in x per thousand. We usually get anywhere from 2 - 5 per thousand (or .2 to .5 percent) sold response on mailings.

I've had very limited success with magazine ads, even when doing them for 4 to 6 months. I think those are something you need to be in for years and just be something that people see all the time for them to be effective.

Mike Leary
08-30-2011, 07:14 PM
No one, yet, has accused you of being a low baller, so back off a tad. Have you ever winterized, do you own a compressor, are you familiar with backflow preventors in basements? :)

Wet_Boots
08-30-2011, 07:18 PM
Y pages are only important as a sort of imprimatur of your pro status (and if you really are named aaron a. aardvark, they will bring in enough service to justify the expense for a smallest listing)

Mike Leary
08-30-2011, 07:24 PM
I had a Y page listing, very small, for years, and as Boots described, just as a imprimatur. I did get some work, service, from it, but mostly tire-kickers.

FIMCO-MEISTER
08-30-2011, 07:30 PM
Depressing is seeing clicks per posting on internet ads. At least you only pay when clicked on. My last email campaign got 13.1% opens which I understand isn't that bad. Frankly I hate doing email campaigns. I'd rather just mail a card.

FIMCO-MEISTER
08-30-2011, 07:35 PM
Does anybody get emails from these people? They just pound away.
http://view.exacttarget.com/?j=fe631573766d07787615&m=feff1771766306&ls=fdf51174736d017e74117277&l=fef51070726c03&s=fe1c12717d6d0d7a741678&jb=ffcf14&ju=fe2815727d610278721673

How can they state this with any real honesty? Its the old trick of using an odd digit one point less than the next ten to seem accurate.

Using the proven WeatherTRAK water-saving technologies, Jelly Belly Candy Company will reduce outdoor water use by 29%.

BD79
08-30-2011, 08:04 PM
I don't have an ad in YP because of all the recomendations against it. My brother in law, that I used worked for, said that he had good response from these magazines and none from YP. I do have a compressor (2005 Sullair) and have winterized before and have never encountered a backflow in a basement. I've been in the business for 10 years on and off, so they must not be that common here.

What are you guy's paying for these targeted ads? Spending thousands to pick up a few dollars in winterizations doesn't sound like a wise investment. Now in the spring where I can make it back in repairs is another story.

Mike Leary
08-30-2011, 08:20 PM
Winterize is not just winterize; it's the time to inspect every head for flow-by, clogged nozzles and leakage, plus air has a nice habit of exposing broken laterals, etc. A properly done winterize will give you lots of winter/spring service work. Buy a remote if you're serious.

BD79
08-30-2011, 08:28 PM
That is a very good point Mike, but I do want / need to pull in some revenue for this year.

Mike Leary
08-30-2011, 08:49 PM
Good for you, let us know how it works out.

BD79
08-30-2011, 09:35 PM
Mike, it seems that I have rubbed you the wrong way. I'm sorry, that was not my intention.

I was agreeing with you and do appreciate you feedback. I was just saying that while getting work for next spring is important, I need to be cost effective with my marketing approach. I think it came across a little snippy. Sorry about that, I wasn't trying to be offensive.

DanaMac
08-30-2011, 09:44 PM
Pay no attention to him. he's a cranky ol' hippie that hardly works, and drinks wine all day as he cruises the highways in a tin can winnie :)

Wait a minute, that sounds pretty darn good right about now!!

AI Inc
08-31-2011, 07:13 AM
Wait a minute, that sounds pretty darn good right about now!!

yeah it does....

Dripit good
08-31-2011, 08:39 AM
Where in Michigan are you located?

Sprinkus
08-31-2011, 09:19 AM
Does anybody get emails from these people? They just pound away.
http://view.exacttarget.com/?j=fe631573766d07787615&m=feff1771766306&ls=fdf51174736d017e74117277&l=fef51070726c03&s=fe1c12717d6d0d7a741678&jb=ffcf14&ju=fe2815727d610278721673

How can they state this with any real honesty? Its the old trick of using an odd digit one point less than the next ten to seem accurate.

Using the proven WeatherTRAK water-saving technologies, Jelly Belly Candy Company will reduce outdoor water use by 29%.

I've been regularly deleting the e-mails as soon as they arrive, which seems like every other day now. :rolleyes:

Mike Leary
08-31-2011, 12:32 PM
Pay no attention to him. he's a cranky ol' hippie that hardly works, and drinks wine all day as he cruises the highways in a tin can winnie :)

Wait a minute, that sounds pretty darn good right about now!!

Someone has to do the tough stuff.:):drinkup:

Wet_Boots
08-31-2011, 02:00 PM
typical gated community :sleeping:

Mike Leary
08-31-2011, 03:59 PM
typical gated community :sleeping:

Retired sprinkler pros only. Notice I'm the only one? :p

sprinklerchris
09-01-2011, 11:38 AM
What do you guys think would be more effective, a 1/4 page ad that reaches 40,000 homes or a 1/2 page ad reaching 25,000?

This is my first year in business and have a very limited marketing budget. I want to do an ad in a local monthly advertiser, and pass out about 5,000 postcards. Do you think the response is better with direct mail vs stuffing them in the news paper slot? I don't have the budget to do direct mail but would like to do it next season.

I just worry about spending more than I can bring in. I think that winterizations is a good time to pick up more contacts for next year, and would like to be as effective as I can. Do you guys pick a lot of new clients for blowouts?

A well designed smaller ad, placed frequently will draw more calls than a one shot special. Often the first ad or two get ignored.

DanaMac
09-01-2011, 11:58 AM
What kind of publication is it? I will say this, I get 3-5 different publications per month in the mail with ads and coupons for different companies and industries. I may have used ONE coupon, or called ONE of those companies in 10 years. They usually get skimmed through and thrown in the recycle bin. I get a great return on google ads, and I haven't even used them this year at all. Not one bit of advertising this year except our mailer to existing clients.

Mdirrigation
09-01-2011, 09:47 PM
Have them put the ad in upside down , it works

Mike Leary
09-01-2011, 10:30 PM
"Where sprinklers are not a sideline" worked for me.