Bill, let's talk about these points
Let's discuss what we agree and disagree on here...and remember, I knew many marketing legends are built on some of this stuff, but that doesn't make it right, and it sure doesn't make it fresh, new and engaging. Many people use companies DESPITE poor marketing...because the product or service is good enough to make up for the bad marketing.
"1. If babies don't work someone needs to tell Michelin to stop one of the most successful ads in history; the baby sitting on a tire which added emotion to a non emotional product.
Someone also ought to tell Stanley Steemer, Chem Dry and Dalworth that they don't know how to market. Take a look at the new redone website of Dalworth to see what picture is on their home page. "
In Michelin's case their ad was more fear-marketing than anything; "Look what's riding on our tires", which may be successful, but is unethical, emotional, manipulative marketing nevertheless.
As far as the cleaning companies, it's old, tired marketing OBVIOUSLY attempting to appeal to woman's emotions. We see this, and we find it a bit annoying. Do you really want to just blend in with the franchises? Isn't the idea to set yourself APART from the average and already done? Babies are FAR from unique in marketing in this industry and many others.
"2. Pictures of equipment are a waste of time to most women. Do you really think they know the difference between a Prochem versus a Vortex? Do you think a woman understands the reason an RX 20 is a superior tool over a wand. When Roto Rooter shows up at a woman's house do you think she checked out the equipment and chose the company based on the tools used to unclog the drain. "
I don't think a pic of equipment should be the FEATURE of your marketing, but a pic in a brochure, tri-fold or introductory letter is great, especially if you have some
superior equipment. The average woman (or man) may not know the difference between a V and a PC, BUT they do know the difference between tiny (Rug Doctor), small (porty), medium (TM in a van) and large and industrial (box truck w/ big machinery). What you park in the front of the house and bring in the home makes a BIG impression, especially if it's big, powerful and costly looking. I believe that new V and
AT owners report a large increase in walk-ups over their old, van-mounted units. The key is to have all that - AND show care and concern for their home and belongings. Show your skill, education, experience, control and finesse, bring out the cornergaurds, booties, runners, what ever is needed to adequately PROTECT their home and furnishings.
"3. Uniforms: Why do Fed Ex, UPS, USPS, State Troopers, Doctors and Dentists wear uniforms? They impart professionalism.
According to recent studies people form an opinion of a person within 1 minute. Uniforms help to reinforce a favorable opinion. Jeans are very comfortable but don't give a professional image. "
Uniforms convey authority and command respect, they often are associated with occupations that many people have a deep-seated fears and issues with - Police, military, doctors, dentists...uniforms DON'T make the average person comfortable and give us warm fuzzies for that person. Women really need to feel COMFORTABLE warm and fuzzy with the person we let in our home to perform such a personal service. We don't want to feel like the cops just came in and are searching the joint.
Also overly formal attire (ties, ironed dress shirts, etc.) gives the impression of someone who considers their status higher than yours. It is stand-offish and impersonal, stiff and unfriendly. Jeans and company t's or polo's are fine for all clients I've ever spoke to. They are warm, casual, friendly and approachable. Women expect their cleaner to be dressed to clean and sweat, maybe get dirty, to get on their knees once in a while and be comfortable while doing it. Jeans and a nice company T fit the bill nicely.
"4. Carpet cleaning is not a big deal to anyone other than carpet cleaners. This means that it is hard to get people to remember you after a short time. Whether it is a post card or a newsletter, or a bottle of spotter something needs to keep your name in front of them. Would a refrigerator magnet work? Yes but I would want one that has a message board attached so that it differentiates from the other 10 magnets on the fridge."
I can't disagree with the clipboard magnet and spotter bottles both are excellent, as is a spotting/carpet care guide they can tape to the inside of the cleaning pantry door and consult throughout the year with your number prominently displayed. Postcards and newsletters however, tend to be viewed as junkmail by most and rarely get read. Next thing you know the gardener will have a newsletter reminding us it's time to fertilize and re-seed again....blahhh... boring and overdone.
Women LOVE surprises and little thoughtful gestures, though, so maybe when you move the couch or clean under the bed, you can place a little foldover card that says something like "Yep, we cleaned here too!", or "If you had to wipe away the dust to read me, it may be time to call us again!" This is the stuff women love....and it's funny too!
THE BEST reminder of all is when they feel like they made a new friend when you leave. NOTHING will make them do whatever they have to in order to find you again if you did a good job and made them feel like you are warm, trustworthy, honest and competent. They'll tell everyone about you....BTW, always leave
AT LEAST three business cards or magnets so they can give them to friends and relatives....they do.
"5. Humor is one of the most difficult things in the world to pull off. Men love slapstick women think it is stupid. Trying to write humor for a diverse audience of women is almost impossible. Women tend to laugh at their own foibles whereas men laugh at others misfortunes. Men write what they believe is funny. Women may not see the humor. I agree with Jim P in that I don't believe men should write the ads or the humor."
I always wanted, but never quite had the guts, to start a carpet cleaning company named:
SECOND BEST CARPET CARE -
When you can't afford the very best...
I know people would LOVE it. They'd use you just because you were not afraid to poke fun at yourself and take yourself so seriously. They'd have a warm and fuzzy for your company before they ever meet you. They'll greet you at the door with a big grin on their face and an outstretched hand. Humor is a powerful attractant to women, especially INTELLIGENT, subtle humor.
If you have trouble with humor, don't force it, but if you have the gift....USE IT BABY!!
"6. Marketing is about differentiation. Another ad showing a truck or a guy using a wand gives new meaning to the word redundancy. Using a picture of your family gives a personal touch to an industry that suffers from a "me too" syndrome which leads to commodity pricing. When we can't see a difference in companies we choose by price. "
How many carpet cleaners have pics of their family in their ads...TOO MANY! I call it Chem-Dry disease because the CD folks seem to be the biggest offenders here.
We don't care what your kids look like. We care about YOU and what kind of job and service experience we are going to have with you. Don't distract us with your family!
If you want to put your pic in the ad, make it fresh and new...for example: Make big, huge letters each covered in a different fabric/carpet, spelling out your company name, (or photoshop it) have a pro photosho in little mini pics of you cleaning the letters with your tools....say it said:
YEADON'S in block letters across the majority of the ad....with a little Bill standing on the floor, reaching up to clean the fork of the Y with a wand, another perched on the O using an upholstery tool, another standing behind the A reaching through it, and lastly...one leaning on the S sipping a cup of coffee with finger to lips signing "shhhh!" and looking impish...It is simple, bold, eye-catching, memorable, humorous, effectively conveys what your company does, is friendly, approachable and warm. Women would eat it up.
"7. Lisa has a definite chromosome advantage over me. She also has an advantage over 99% of the women in this country in that she can tear apart a truck mount and put it back together better than most men in this industry. But I think she is too close to the industry to have a handle on the average woman that purchases carpet cleaning."
You give me too much credit and you sell me short in the same paragraph, Bill. I'm more connected with the average woman that you would think. All those years I was a carpet cleaner, I was also a wife and mother of four, had two foster kids, a literal zoo of animals and relatives that "drop by" unexpectedly. I can relate to BOTH sides of this coin.
Just for fun I've included some pics of MY old van, circa 2003, and yes I designed the vinyl. I could have done better with a bigger budget, but I thought it looked pretty good for $350.00. Yes, that's a window van. At that time it had TWO backseats (I had six kids to drive around), and a truckmount with waste tank and hose reels. Later a bigger TM was installed and the backseats eventually removed to make room for more shelving and equipment.
Take care,
Lisa
