1. Attack the Market at a Regional Versus National Level
Define a manageable amount of key regional markets, approximately six to eight, and focus on those. Advertising is more affordable at a regional level and provides a one-on-one approach that results in more effective sales. In essence, a targeted focus provides targeted results and ultimately provides better value and tracking of your budget.
2. Align with Common Partners at Regional Levels
Build alliances with other hardware/tool companies and builders. Working together towards a common consumer will significantly increase your reach.
3. Develop Loyalty with Contractors
Loyalty programs have proven to be effective. Provide contractors a reason to use and promote your product, such as a group coupon type campaign. Cross-promote high-use contractors on your site and in case studies to further increase loyalty with other contractors.
4. Diversify Media Spending
Look to less traditional media markets, shifting focus from print ads to online, cable TV, or radio. These markets provide the option of an immediate call to action, as well as better user tracking.
5. Cultivate a Strong Online Presence
Your website is your most valuable tool! Once there, users should easily be able to find what they are looking for, such as products, installation information, and specifications. Implement a deck-building tool to easily assist contractors in selling the product to consumers or for consumers to shop directly online for DIY projects. Additionally provide consumers the option to locate a contractor who has used the product before.
6. Generate Events Connecting the Builder with the Consumer
Support neighborhood block parties at the end of an installation to gain neighbor interest. Or, create events with distributors to showcase the product to contractors.
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