effective advertising

[mallenk]

We only pump septic tanks at this point. Where is the biggest bang for your buck when it comes to advertising? I have used the local papers with little success. Because our service is "at need" should we be more focused on the yellow pages, and although we are in a rural area should we also be looking at the internet for another source?

[COLE_Jeff]

This was a good thread on advertising. Not specifically what you asked, but still some good ideas - http://forums.colepublishing.com/showthread.php?t=73

Regarding a web site, realize it's not magic. It won't just show up number one in search rankings or appear to people who need septic service. I am very forward thinking when it comes to the web. I've even done a few seminars at the Pumper Show on that topic, and I still wouldn't advise putting all of your eggs in the Internet basket. Especially in a small town. Chances are people aren't looking there, or won't find it even if they are.

We are in a small town too. Best thing in my opinion is word of mouth and an eye-catching truck. Your rolling billboard as they say. Also, if you have a shop or commercial building on a busy road, street or highway, put up a sign. Those are all effective and relatively inexpensive measures. Then create a web site and promote it on the truck, signs, etc.

The Yellow Pages are still very effective. I would submit that most people still use that as the number one source for finding service. Especially emergency service.

Hope this helps,
Jeff

[txshriner]

We only pump septic tanks at this point. Where is the biggest bang for your buck when it comes to advertising? I have used the local papers with little success. Because our service is "at need" should we be more focused on the yellow pages, and although we are in a rural area should we also be looking at the internet for another source?

i hope to never stop learning and i sure dont claim to know it all but il try to help. in the last 20 years i have fell for every advertising scam, trick there is. community maps, cafe menus, store benches, internet, fliers, post cards and naming these few i have just scratched the surface. im not in any way telling you not to try them all but other than the yellow pages all others have been wasted money! by far the only method of advertising that has made anything resembling a return on investment is yellow page advertising. internet yellow pages hasnt produced even enough to pay for itself. when a man or especially a woman find theirselves standing in it after hitting the flush handle they forget anything they have seen or heard! they run straight to the phone book! get the biggest ad that you can possibly afford(i suggest a full page ad and the several in column ads) and in every phone book in your area. i personally advertise in almost 30 books in a 90 mile radius of my operations base which is hearne texas.

[Trent]

I am curious to know how much you pay per month for an ad. Say a full page ad if you have any.

[txshriner]

I am curious to know how much you pay per month for an ad. Say a full page ad if you have any.
i pay as little as $750 per year for a full page in the cheapest ad to astronomical figures in other books. from the biggest book to the tiny one if you dont have good negotiating skills you need them! waiting until the last day(not what they tell you is the last day) to sign up. DONT pay any rate that is listed on their rate sheet! and if they dont literally laugh at your offer and start packing up their stuff to leave you offered too much. dont worry they will call back. especially in todays market. in all the books im in i have as much and in most cases more ads and bigger & better ads than the lawyers. i havnt seen a septic company anywhere with more advertising but i absoultely have no idea why that is because the return on investment is huge.

[Allstar Sanitation]

I think internet advertising is decent. Ofcourse im in cali and most people here use computers. But having a website isnt enough, you have to have a good website and a catchy rememberable name. I think the worst names are ones where you name the company after yourself unless you have a weird name.

Having a very professional website (www.allstarsanitaiton.net) with many pictures of your products, a good logo (to build a brand) are great ways to show off your product. Especially if you have a good one, so dont put anything but the cleanest best toilet pictures on your website. Make everything on your website easy to do, quotes, orders, and contacting the company. I get quote requests 2-3 times a week, and most order from me. But by far the best advertising especially for septic clients (I think) is post cards/flyers, magnets, and business cards. Get on your bike, walk, or whatever to everyone with septic, its easy to know whos got septic by where they live. Put very nicely designed media in their mail box and you will get a call or two.

I personally designed my own website and logo, though im not in the business of designing websites I can help a few of you out if you like my style. www.allstarsanitation.net

[northwoods52]

In advertising, it’s all about targeting and tracking. Not every service territory is the same. What works in one area might not work as well in others. The trick is to know what kinds of advertising your leads and sales are coming from. Then you can spend more on those that give you a high return, and less (or nothing) on those that don’t. Always have your phone people ask callers how they heard about the company – no exceptions. Put code numbers on return cards from direct mailers. In print or radio ads, consider a line saying: Mention this ad for an X percent discount. On your web site, use a tracking tool that tells you which ads or pages are getting the most clicks. An old saying goes: “I know half my advertising dollars are wasted – I just don’t know which half.” Well, on the contrary, you should know. Don’t go by intuition or gut feel. To the best of your ability, collect data that tells you which kinds of advertising are working, and which are not. Then adjust your program accordingly. Remember, when it comes to advertising: If you can’t measure it, you can’t manage it.