 |
 |
Publicity
Editorial coverage in a newsletter, newspaper or magazine is a powerful lead producer. A positive mention of, or article about, your company boosts your credibility as a reliable industry expert.
It is rarely a matter of chance when a business is written up in the press. More often than not, the business contacted the publication and planted the seed of the story idea. A press release, (see sample below) for instance, is a publicity generator. It tells the press contacts about some development in your company that you hope is newsworthy enough to garner a mention. (See below for ideas) Press releases about such events usually yield consistent, if frequently small, coverage in local newspapers and community magazines. Before-and-after project profiles and photos have a great track record for garnering media space.
Publicity isn't solely about sending press releases. Some design/build remodelers agree to write a regular column about remodeling for the local newspaper; that exposure can bring in a steady stream of leads.
Your marketing plan should include a strategy for achieving local publicity. What will you need? Number one: writing ability or access to someone who has that skill. (see below-how to find outside help) Number two: Good, professional photography of your projects. Three: Attractive story ideas, such as how to pick a remodeler, new trends in kitchen design, the transformation of a ranch house or great backyard decks.
Does your metropolitan paper feature a home section? If so, contact the editor or writer whose name appears as a byline on stories in the section. Work to "sell" you story idea. Offer to provide professional photos and to provide technical information for the article. The local "penny saver," or free neighborhood tabloid, probably is eager for good photos and written material. If there are papers that target the specific neighborhoods where you work, they can be excellent lead sources.
Getting your article in print launches -- but does not complete -- its publicity potential. With permission from the copyright holder, reprint the article and use it as a handout at home shows. Insert copies of the reprint in your presentation book and in the information packet you give to prospects. Make sure the reprint carries the legend, "As featured in Hometown Gazette," at the top or on the front cover. And don't forget to enlarge the reprint and frame it on your office wall.
Stories about your company are not direct referrals, but they have the power of third-party endorsements. The flow of leads they stimulate is less predictable, though, than the flow produced by advertising. That means your publicity efforts should continue year-round.
Publicity Out and About
Home shows and ads in home show programs can be great lead machines
or a waste of time, depending on local conditions. Do some research,
interview the owners of similar businesses who have marketed at
home shows and assess the cost to determine if this is an investment
worth making. Remodelers who do spec remodeling (a small but growing
group) say that open houses and private tours of the properties
currently on the market are fertile ground for other remodeling
jobs. Prospects who visit an open house usually are discontented
with their present homes. If the open house doesn't meet their needs,
you may be able to turn their home into a great, new space that
does. Why not set up a display in the spec house to sell services
to prospects who are not going to buy that house? The display should
be similar to -- or part of -- what you use in your home show booth.
Include brochures, fliers and, yes, article reprints about your
company.
Prize-winning Photography
Project photos by professional architectural photographers can push
you into the winner's column in design competitions, by showing your projects to best advantage. Likewise, good
photos of completed projects can be the ticket to inclusion of your
work in magazines, newspapers and books. They also showcase your
company's good work in company brochures, ads and flyers.
But professional photography does not come cheap. Day rates in your area may be as much as $1,500 or more. If possible, arrange for the fee to cover all uses you may want to make of the photos. Don't forget to track your remodeling jobs with "before" and "during" photos. In most cases these do not need to be shot professionally. Publicity is a wonderful addition to any marketing program and, while it may not generate immediate leads, can have a major impact on your company's position in the marketplace and the public's perception of the services and value you offer.
Sample Press Release
Sample Press Release Announcing RER Membership
Reprint this on your company letterhead, find the correct press contacts
and send to as many local newspapers and publications as possible.
If your time is limited, send them to the smaller local newspapers
and if possible assign someone to follow up by phone to answer any
questions the editor might have. This will encourage the editors to
notice it and give you a better chance of having something printed.
********
Date
For more information contact:
(insert your name and phone number here)
Local Remodeler Joins Advanced Educational Thinktank
(Your city and state) -- (Current Date) -- One of the keys of business
success is staying ahead of the competition. And in no business is
the competition more fierce than in the remodeling industry.
(your name) of (your company and city) thinks they've found the answer. They've joined Remodelers Executive Roundtables -- a membership program which brings remodelers from all over the country together to work on the specific problems and opportunities that are found in this difficult business.
"By joining the Roundtables, I have the chance to talk to my peers, compare notes about their business and what they're doing better," says (last name). "I can't do that with other local companies because we all compete with one another. My competitors won't open up about their methods of being successful the way the members of my Roundtables group will."
Although the roundtable concept -- the bringing together of similar yet non-competing companies -- is not a new one, until recently the opportunities for remodelers were limited.
"I've attended many seminars which were great but I really wanted more in-depth help. At Roundtables, we review all areas of our business: production, salesmanship, marketing, and customer satisfaction," says (last name). "Now I can work with other remodelers to develop highly effective and efficient systems for all areas of my business. And that means I can improve the remodeling experience for my clients."
(Your company description, location, and number to call for more
information.)
###
Ideas for press releases
Just look around! There are plenty of ideas for publicity if you just
put on your marketing hat. Here's a list of items that can be used
to get your name and/or that of your company in the news.
-
Someone earned a designation like Certified Remodeler. (CR)
-
You've attended a trade show or educational seminar
-
You've joined an industry association
-
You've completed a manufacturer training program
-
You've become a certified installer for a certain manufacturer
-
You've hired a new employee
-
You've participated in a charitable event
-
You or someone from your staff has volunteered somewhere interesting
-
You were mentioned in a national publication
-
A project was awarded a prize
-
You've added a service - like handyman -to your offerings
- The company web site is up
See what I mean? The list could be endless.
How to find outside help
To find professional help in creating publicity for your company,
consider hiring a publicrelations specialist. The Public Relations
Society of America has local chapters with dozens of members. Check
out their site. Also, ask around for recommendations. Your local
chamber of commerce would be an excellent place to start. Some firms
use senior level university students who are majoring in public
relations, business communications or journalism to help create
a publicity campaign. What these young people lack inexperience,
they make up for in energy, fresh ideas - plus, they're typically
quite affordable.
Design competitions
Remodelers Advantage Inc., home of Remodelers Executive Roundtables,
takes pride in the fact that our members hold some of the most prestigious
remodeling awards in the Remodeling industry. Click for details
about, deadlines, rules and more on the top remodeling awards and
contests in the industry.
REMODELING Renaissance Awards
An annual awards program recognizing excellence in design and construction
of residential and light commercial remodeling and renovation projects.
Sponsored by REMODELING magazine and the NAHB Remodelors Council.
The Chrysalis
Awards
As a remodeler, you're on a relentless quest for professional credibility...working
to build the kind of reputation that makes people respect you and
want to do business with you. That credibility comes from success
in the Chrysalis Awards for Remodeling Excellence.
The Chrysalis Awards provides you the opportunity to showcase your best remodeling work - from a kitchen facelift to a whole house renovation - and be recognized locally and nationally for your efforts.
Contractor of the Year (CotY)
Awards Program
Contractors across the nation are invited to compete for the prestigious
Contractor of the Year (CotY) Awards in recognition of their achievements
during the year. Companies - from one-person shops to the largest
remodeling firms - report that winning this award is a major factor
in enhancing their image within the industry as well as with the
buying public.
Only entries that have never been submitted in prior CotY contests are eligible. All projects entered in CotY categories must be an improvement or addition to an existing structure. Entries for new buildings will not be accepted.
Q R Master Awards
Applications will be available in the magazine beginning in December
and on the QR web site. For more information, contact Jonathan Sweet
(800) 547-7377, ext. 321 or e-mail
Jonathan Sweet.
Qualified Remodelers Top 500
Companies are ranked based on their sales volume for the year.
Applications will be available in the magazine beginning December
and on the
QR web site.
For more information, visit our links section.
| FREE 101 PowerTips Report! Subscribe to our Newsletter |
Getting Started
How do you like
our Website?
Quick Links
|
 |
 |
Official Charity of 2008
Remodelers Advantage Inc.
535 Main Street, Suite 211
Laurel, MD 20707
ofc: 301-490-5620
fax: 301-498-6869
Info@RemodelersAdvantage.com