A Day In The Life Of Marketing Savvy Contractor

Presented by: Suresh ParmachandStratovate Group

The trick is in what one emphasizes. We either make ourselves miserable, or we make ourselves strong. The amount of work is the same.

– Carlos Castaneda

@JimCaruk_RCMag

#RCRT15

#Reno_Contractor

Go Jays!

What is Marketing?

Marketing Definition?

The management process through which goods and services move from concept to the customer.

Source: business dictionary

The American Marketing Association states:'Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large' (July 2013)

Marketing author and academic Philip Kotler defines marketing as:'Satisfying needs and wants through an exchange process'

My definition:

Marketing provides tools so that the practitioner can effectively tell their story of how they deliver real-value to the world. This value is something that someone is willing to pay for.'

Secret to a Successful Story?

It’s a very simple formula, made up of two important elements…

83% of Customers recommend a trusted

company, 82% will use that brand frequently .

“Takes a long time to build and a moment to

weaken.”

Source: walking in customer success

Customers look for these traits:• High Service Levels• Transparency • Perception of similarity• Reliability• Competency

• Reliability• Competency• Sincerity• Recovery

What keeps you up a night...

Reputation comes down to management:

• Build

• Monitor

• Correct

• Reinforce

Impact:Sales, hiring ability, press coverage

Search my name

https://www.google.com/alerts#

Consistency Is

To create CONSISTENCY an organization needs to review:

EMPLOYEES – Service levels

PRODUCTIVITY TOOLS – Brand experience

PRODUCT/SERVICE – Remain consistent

MEASUREMENTS – Response time

“It all begins and ends with process.”

Project Routine

Sleep A

B

C Engagement Tools

Productivity Tools

Relationship Tools Wakeup

• Flipbook• Feedly• DIGG• Quip• Link Diagnosis• Advertising

• Lawn Signs• Vehicle wraps• Magazine Ads• Direct Mail

• Digital Marketing• Website• Content Curation

• Asana• Docusign• Office Team• IFTTT• Freshbooks

• Social Media• Facebook• Twitter• Instagram• Pinterest• YouTube

• Customer scripts

• Canva• Pixlr

Morning Routine

Office Routine

A

B

B

C

C

B

C

A

A

Day In The Life Of Marketing Savvy Contractor

Suresh Parmachand

Stratovate GroupTried &True

Meet

New

Mobile

Advertising

Apps

Content

SocialMedia

eCommerce

Mobile

eMail

Business

Digital Marketing is the promotion of products or brands through the various forms of electronic media. Digital marketing allows real-time engagement of brands to the various members of their value-chain.

Digital Marketing

The Social Experiment

Understand your target audienceWhere are they having conversationsEngage them and integrate wherever

possible

Sales Optimization is the streamlining of sales processes by integrating tools, processes and tactics that deliver improved conversion of lead pipeline.

Sales Optimization

Intuitive easy to use time trackerImprove your productivity by knowing where your time goesEasy, intuitive, flexible.

If This Then ThatSet-up recipes to improve productivity

Manage Projects, tasks and team conversations in one environment Integrates with many other apps and solutions like mailchimp, Evernote and dropbox

Experience Matters

Journey Mapping

Journey Mapping is understanding how consumers experience a brand.

Best project tool, allows you to:• Create work chats• Set reminders• Use text or handwriting option

• Create location based message• Create voice note or picture• Add video, photo or audio files• Integrate with other apps like Asana

What makes a good website for Contractors?• Appealing design

• 1 step navigation

• Personal branded

• Unique story (value-differentiation)

• Built for content curation

• Responsive Design

• Simple contact form

Manage documents and signature process electronicallyMobile app brings the ease of document signatures into your daily business routines

What makes an advertisement compelling?

Evocative Imagery

Simple Messaging

Deliver value proposition

Strong Call to Action

How do you create a strong brand image with uniforms?

Conducive to work routines

Aligns with your brand

Conveys professionalism

Keep it consistent

Leverage your preferred manufacturers?

Create a unique warranty package

Provide peace of mind to homeowners

Creates unique offering

Offer home warranty through third party?i.e. Home seller warranty

Don’t Be Shy….

Guidelines are the same as advertising, with one difference

Simplicity and clarity are more important.

homestars.comtrustedpros.ca

contracting.caratetrades.cacontractorcheck.ca

yelp.ca

What do we do first?

1) Understand who are your Customers2) Manage leads to Conversion3) Improve Trust and Reputation through

Consistency4) Leverage old and new Tools5) Localize efforts 6) Ask for the Rating

@mktngjnky

Linkedin.com/marketingjunky

marketingjunky.wordpress.com

Suresh Parmachand

A Day In The Life Of Marketing Savvy Contractor

www.stratovategroup.com