Plumbers often view modern customers as subversive, disloyal and sometimes traitorous when it comes to sticking with your services for the long haul.
The older generation seems to be more loyal as they are aware how hard it is to find someone with whom they can build a long-term trusted relationship. Older people value personal interactions, knowing their technicians well, being able to talk with the secretary as long-standing friends and personally knowing the owner of the company.
Younger homeowners who have not had the fistfights with unscrupulous contractors are finding out the hard way the importance of the above stated benefits. The name of the game, however, has always been and always will be how to get into the door to start those long-term relationships.
Having a solid brand has always been important, even more so now. Fifty years ago, doing great work at a fair price and being known to be a great family business with whom your neighbors would recommend was good enough. Word of mouth and the local newspaper were good enough to get the phone ringing to start relationships.
The internet came along and was supposed to simplify things; how did that work out? All the internet and media boom did was put customers on information overload, made advertising agencies wealthy and made most owners strung out and confused on how to get to this younger audience.
What makes things even more confusing than the multitude of advertising options is the effectiveness of the media vehicles that we all assume are “new” or “hip.” Doesn’t it sound cool to advertise on streaming television services, social media accounts and streaming music services that all younger couples use?
Do people who avoid paying for traditional cable and see an advertisement on a streaming service hold value and take action to call you for a backed-up drain? Does a younger person listening to Pandora radio while going for a jog remember the placement ad she heard as she is running through the park? The answer to these questions is the same answer we give our customers when they ask us plumbing questions; the infamous — “it depends.”
Between Facebook feeds, reading newspapers, online publications, local and satellite radio, and all the streaming services, people are seeing advertisements that follow them through the online hemisphere. How do you narrow down the correct vehicles to market to people who consume an unbelievable amount of advertising from an infinite amount of options and stand out from the millions of other businesses cramming into these outlets?
The answer for your business is your brand. Nearly every marketing vehicle can be effective these days because everyone is on consumption overload. The important thing is that you have a brand that is consistent. Consistency is the most important quality of a solid brand.
Clients want to call a business that looks like they are consistent, with a strong message, and are professionally managed. They’re looking or a catchy color scheme, does the crew look professional, are the work trucks or vans clean and kept up, and are the online reviews positive and legitimate?
In my opinion, it’s not one specific marketing vehicle that makes the difference on whether younger people call you, it’s more about the perceived value of your brand. If you have a very clean-cut, well rounded, strong and consistent brand that seems to really care about your people and the community, you have a much better chance of acquiring that phone call.
Whether this year you decide to run ads on social media, billboards, direct mail or streaming services, mixing your marketing vehicles up each year while maintaining brand consistency is where true market power comes from.
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Anthony Pacilla has been in the trades since he was 9 years old (family business). He started cleaning toilets, mopping floors and putting fittings away in the warehouse. As he picked up skills, he would add becoming a ground man and laborer. When he was ready, Pacilla became an apprentice and then a journeyman plumber. He graduated college with a business and economics degree and immediately wanted to come back to work in the family business. A few years ago, Pacilla become a licensed master plumber. To contact Pacilla, email editor@plumbermag.com
