Hold those selling you marketing accountable for the results
When you agree to install a new roof you know that you will be held accountable for providing the results your customer expects. Shouldn’t the same be true of those who sell marketing to your roofing company?
All too often we just take the salesperson’s word that their marketing program will be the best money we’ve ever spent. Then months and thousands later when we are getting no results there is no way to hold them accountable.
What can a roofing contractor do? Here are 5 Questions to ask your marketing salesperson (especially yellow page ads) before you spend the money.
1 - How much growth can my company expect to see as a result of this marketing campaign? Get this number either in a percentage of increase or number of jobs.
2 - What system do you have to show me how much business your program is bringing me?
3 - How long will it take to reach these increase goals?
4 - What will you do if this program does not achieve these goals?
5 – What do you mean there is no way for you to answer these questions?
If a company wants you to spend your hard earned money on a sure fire program, but will not back it up with a way to measure results and provide some guarantee that their program will work, you may want to think twice before buying.
{ 3 comments… read them below or add one }
I would be shocked if any advertiser other than PPC pay per click outlets were able to answer any of these with sould numbers. Having a background in Print Media Advertising Sales, I know that statistics of readership i.e. demographics, money expenditures, houesehold data can be proven however the actual growth from the outlets advertising will be difficult to show. Now I know you might be thinking then why would I ever use Print Media? In this industry, especially full roof replacements, a company has to be established, branded, in customers minds/faces when that time comes. The decision to have work done does not happen overnight, however once this decision is made there isn’t much time to get your company’s name in front of the prospective customer. They will usually act quickly, therefore grabbing or searching whatever is immediately available whether that be Google, Paper, etc…
So there is something to be said about being available when needed within the industry we are in. This needs to be delicately balanced with the ROI return on investment with any advertising campaign. These are however great questions to ask any account executive and make them actually “work” to claim responsibility for what they are selling! Great advice…STICK IT TO THEM!
brett j
Great post. And yes, you can hold marketing pros to a specific number. But it should be a partnership. Here’s what I mean.
#1. YP guys are trained to set the table. In other words, they are trained to find the gap between what you are currently doing and what you want to be doing, and if you can do that number at all.
#2.This is where past performance (industry specific) needs to be provided. But, it by no means is any guarantee of future success.
#3. This should always be specified
#4. This is a tough one. Ad guys who truly want to build a partnership will make sure they pull out all the stops to make a campaign work. But they are not responsible for how the phones are answered (rude receptionist, sending prospects to vm) and can’t help it you don’t win the bid. All they can do is make the phone or doorbell ring.
Great post and you have a new reader!
Darren
Thank you for your thoughtful comments! Good points to consider.