Cleaning & Restoration Association News

Your 9-Step Marketing Plan - Step 9

June 11, 2009
/ Print / Reprints /
/ Text Size+

At last! Over the past 8 months I have painstakingly outlined a step-by-step marketing plan for you. Finally, we are at the last installment.

Here’s what we have covered so far (to see the steps in their entirety, go to and search “Howard Partridge”).
  • Step 1: Set Your Sales Goals. Break it down to the day.
  • Step 2: Outline a Description of Your Service. What is the Unique Experience that you want to offer?
  • Step 3: Position Yourself. What “position” will you take up in the marketplace?
  • Step 4: Identifying Your Target Market. High-end? Value? Low-end? Commercial? Restoration?
  • Step 5: Competition Assessment. What do others do that you don’t? What do they not do that you can capitalize on?
  • Step 6: Pricing Strategies. Not just “how much” but how you charge. Square foot? By the room? By the hour? Packages?
  • Step 7: Packaging and Fulfillment. What will the actual step-by-step system be to fulfill your service promise?
  • Step 8: Sales and Marketing Vehicles. What strategies will you use? What methods of marketing and/or advertising will you utilize?
Step 9: Your Marketing Schedule
Your final step is to schedule your marketing activities. These activities would include, but not be limited to:
  • Advertising schedule
  • Referral marketing route schedule
  • Client mailers (such as newsletters, send out cards, reminder cards, etc.)
  • Testing campaigns
This step doesn’t have to be complicated. Simply take a moment to outline each month over the next 12 months.

Go ahead and list the things you normally do each and every month, such as your ‘Thank You’ cards, newsletters, etc. List these for each month and put down what date they are due. Take it a step further and list the timeline leading up to the due date. For example, if you do a monthly mailer to your clients (you should), start with the date you want the piece to arrive, and then put down the actual mail date. From there you need to factor how long it normally takes to get the piece ready for mailing. Next, estimate the time it will take to get it written and printed. Now you have a beginning date of that project that will give you a better chance of getting it out on time.

Creating a written schedule and timeline helps you remember important campaigns and strategies that you may have overlooked in previous steps, plus it helps you to implement. Without a schedule to go by, it’s easy to forget.

Finally, remember the Japanese proverb that says, “Vision without action is just a daydream.” This marketing plan will do you no good without taking action. The biggest reason that small-business owners don’t grow is not because they don’t know what to do, it’s because of F.T.I. (Failure To Implement). So take this plan, put it into action and watch your business grow.

Next month, I will have a brand new subject for you. Until then, my passion is your phenomenal success!

Did you enjoy this article? Click here to subscribe to i Cleaning Specialist Magazine.

Recent Articles by Howard Partridge

You must login or register in order to post a comment.



Image Galleries

The 2014 Experience Conference and Exhibition

A look in photos at the 2014 Experience Conference and Exhibition, which was held from April 24-26 at the Embassy Suites Convention Center and Spa in Frisco, Texas.


Arguably, sending out a client newsletter is the No. 1 key to a reliable cleaning business. In this episode of The Hitman Advertising Show, John Braun covers the true value of mail newsletters, how to send them, how often to send them and more.
More Podcasts

ICS Cleaning Specialist Magazine


2014 October

The October issue of ICS features stories on the 2015 ICE Expo, differentiation, deodorizing, upholstery cleaning, facebook advertising, up-selling, rug cleaning, the rug tour, and cool products.

Table Of Contents Subscribe

Janitorial Work

In addition to residential and commercial carpet cleaning, do you do any janitorial work on the side?
View Results Poll Archive


The Carpet Cleaner's Book of Unlimited Success! (ebook)

Don’t worry about the recession or about your competition.  Now you can be the owner of over 400 ways for carpet cleaning professionals to make more money and get more jobs!

More Products


Director_Buyer.jpgThe premier resource and reference guide for the cleaning and restoration industries.

Click here to view


facebook_40.png twitter_40px.png youtube_40px.pngcrc logo


Truckmount.jpgEquipment listings and specifications from the leading industry manufacturers.

Click here to view