- THE MAGAZINE
Is your cleaning and restoration business still hurting from the recession? Do you get less and less results from advertising and feel like you are chasing new customers?
During this economic downturn you can actually grow, profit and bring your cleaning and restoration business to a new level of consistently profitable earnings if you stop trying to find new customers with ineffective advertising and focus on your hidden marketing assets.
What’s a hidden marketing asset? Hidden marketing assets are untapped resources that can bring you a flood of new customers without spending a dime on marketing. My favorite hidden marketing asset is called “fusion marketing.” Fusion marketing is one of the most powerful marketing strategies you can use and it gives you tons of exposure to new prospects while spending little or no money.
Think of local companies that have the same prospects as you. Here’s a look at some services that might not be in direct competition with your business but that still match your target market:
- Mold detection and remediation
- Tile care and restoration
- Air duct cleaning
- Oriental and area rug cleaners
- Emergency flood technicians
- Basement waterproofers
Once you have your list, embrace the concept of cooperation and let go of the concept of competition. The goal here is to find ways to piggyback on each other’s marketing. You might print coupons for a discount on your services and give them to fusion partners to give their customers, with you doing the same for them.
Another example of fusion marketing is having your brochure included in a mailing to the air duct cleaning company’s customers and you mailing their brochure to your customer list. This can be done with e-mail lists, direct mail, store signs, etc.
Think of fusion marketing as the way to expand your marketing exposure instantly to a large number of prospects that a fusion partner already has. In fact, you can ask your fusion partners to bring you in on jobs and you can do the same for them, increasing the fusion.Chances are you are chasing other leads that other like-minded businesses are also chasing. The purpose of fusion marketing is to have mutual profitability.
When you fuse with other like-minded vendors, you will spread your reach and influence while reducing marketing costs.
Want proof that fusion marketing is where it’s at? I know of one restoration and cleaning professional who asked their four fusion partners to send out a promotional e-mail coupon to their customer list. Instead of this e-mail just going out to the restoration and cleaning professional’s list of about 1,000 people, the e-mail went out to almost 9,000 people. Their marketing message was received by 9,000 potential customers and it didn’t cost them a penny in advertising. They got 27 new customers from other people’s lists in just one fast e-mail.
Fusion marketing is one of the least expensive, underused and most valuable marketing strategies. Get fusing!