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CertaPro PaintersThe Marketing Mix
4 P’s of Marketing
• Product• Price• Place• Promotion
Objective: To focus on the Promotional aspect of the Marketing Mix, developing a completed Promotional Campaign
Advertising
• Ann Arbor Radio Stations• Acoustic Café Rdr Radio• Annarboralive.com
(734)761-6874
• Clear Channel Radio(210) 832-3353 Director Cammy Jones
• Michigan Radio WUOM 91.7 FM• Michigan Radio WVGR 104.1 FM
Radio Advertising
Michigan Radio WUOM 91.7FM
• $120 for an advertisement: – 5-10 AM – 4-7 PM
• $140 for a specific time frame• The advertisements are 15
seconds long• Marketing Department (734) 764-9210 Ask for Tom or Larry
• Ann Arbor News Daily– Circulation 58,584 M-S and 72,627
Sun
• Ann Arbor Observer Monthly– Circulation 54,239
• The Saline Reporter– Circulation 4,800
• Ypsilanti Courier– Circulation 7,000
Newspaper Advertising
Ypsilanti Courier • Business card size advertising (size 3.79 x 2
inches)– $39.32 per week without contract– $34.44 per week with a 6 week contract– $30.12 per week with a 26 week contract– $25.84 per week with a 52 week contract
• Contact Beth Harris at (734) 429-7380
Newspaper Advertising
Business Showcase
• Heritage Newspaper-West includes– The Saline Reporter– The Ypsilanti Courier– And 5 other newspapers
• Send your story to over 26,000 homes for only $969
• If interested, call Beth Harris
Yellow Pages
Free Listing
• Listing info - business name, address, phone number
• A link to a More Info Page - allows you to provide additional information about your business
Yellow Pages
Bronze Listing - $29 Per Month
• Priority placement over Free Listings • Listing information - business name, address,
phone number • Includes a line of text • A link to your Web site • A link to a More Info Page - allows you to
provide additional information about your business
Yellow Pages
Silver Listing - $49 Per Month
• Priority placement over Bronze Listings • Listing information - business name, address,
phone number • Includes a logo • A link to your Web site • A line of text to promote your business • A link to a More Info Page - allows you to
provide additional information about your business
Yellow Pages
Gold Listing - $69 Per Month
• Priority placement over Silver Listings • Listing information - business name, address,
phone number • Includes a Banner Graphic and two lines
of inclusive text to promote your business • A link to your Web site • A link to a More Info Page - allows you to
provide additional information about your business
Yellow Pages
Platinum Listing - $119 Per Month
• Priority placement over Gold Listings • Listing information - business name, address,
phone number • 50 character slogan line outside the
banner • Includes a Banner Graphic and two (2) lines of
inclusive text to promote your business • A link to your Web site • A link to a More Info Page - allows you to
provide additional information about your business
Ice Arena Advertising
• Yost Ice Arena (Home of Michigan hockey)– Phone number is (734) 764-4600– $5000 for two dasher advertisements
• Provide painting services for the arena in exchange for advertising at a lower cost
Direct Mailing
• Brochures• Postcards• Non-personalized letters• Customer Referral Program• Trade show reminders
Direct Mailing for Nonexistent Customers
• Personalized Letter to re-attract previous customers for other services
• Send out a monthly e-mail newsletter to keep your customer base updated on your business– Events– Promotions– Advertising
Direct Mailing for Existent Customers
Promotions & Events
Promotions & Events
• Trade Shows• Contests• Community Events
Trade Shows
Rock Financial Showplace Trade Shows
• Spring Home and Garden Show April 2007
• Novi Home Improvement Show January 2007
• Fall Remodeling and Design Expo October 2006
Home Trade Show Demographics
• 83% Own their own homes• 47% Have incomes over $80,000• 64% Plan to remodel their
existing home• 33% Plan to purchase another
home
Exhibitor Prices
• 10x10 on average costs $1,263
• 20x10 on average costs $2,181
• 30x10 on average costs $3,042
Trade Show Tips
• Brochures and Leaflets – Include contact information on all
materials
• Strong Visual Impact– DVD Player that continuously loops a
Bob Vila video, etc– Highly visible company name– Multiple signs in different areas of
booth– Direct Message
Appealing Giveaways
• Nice pens with company logo• Carabineers• Divot Repairer• Keyboard Cleaners• Candy/Food
Plan a Follow Up!
• Research Shows that 70% of trade show leads do not receive the proper follow up.
• Plan a how you are going to follow up on customers before the trade show i.e. direct mail or door hangers.
• Customers must be contacted within two weeks to be most effective.
Trade Show Successes and
Failures
Success: Citibank
Success
Failure: Google
Effective Trade Show Displays
WIN A HOME PAINTING MAKEOVER!
• Contest Advantages– Promotes company name – Motivates consumer to take action
with company– Encourages word of mouth– Creates PR opportunities
WIN A HOME PAINTING MAKEOVER
• Contest Advertising– Use entry forms as newspaper ads– Send entry forms as direct mail to
draw attention– Agree to buy the paint from a
specific store in return for in-store contest advertising
WIN FREE HOME MAKEOVERSPONSORED BY
NAME:
ADDRESS:
PHONE:SEND COMPLETED ENTRY FORM TO:
SO&SO
12345 RD.
CITY, STATE ZIP
ENTER TO WIN AN INTERIOR AND EXTERIOR HOME PAINTING MAKEOVER
Community
Partnering with a volunteer organization such as Habitat for Humanity will not only bring good press for your business but will more importantly help those less fortunate in your community.
Partnership Options:– Product Donations– Public Awareness Raising– Mobilizing Volunteers– Financial Support
Contact:Huron Valley Habitat for
HumanityVolunteer Coordinator(734) 667-1558 ext. 105Ann Arbor, Michigan
Habitat for Humanity
• Ann Arbor Associations• Greene Farms
– [email protected]– Advertise in the Bi-Monthly Newsletter
• Business Card Size $15• Double Business Card Size $25• Banner Ad $40
• Thornoaks– Erwin Pollack
4068 ThornoaksAnn Arbor, MI 48104(734) 971-6192
• Tuomy Hills Area– John Sivertson, President
2145 MelroseAnn Arbor, MI 48104663-7648
Homeowners Associations
Ann Arbor Chamber of Commerce
• Networking Oppportunities– Morning Edition
• Monthly buffet breakfast
– NetWorks• Monthly “power mingling” over lunch
– Seminar Series• The current series focuses on small
businesses
– Member Receptions– Washtenaw Business Expo– Year Ender
• Member-to-Member discounts• Promote Your Business
• Join the Business Directory• Advertise in the Directory• Direct Mail to other members
• Networking Opportunities• First Tuesday Breakfasts• Leadership Ypsilanti• Post Holiday Gala and Silent Auction• Annual Meeting and Awards Dinner
Ypsilanti Area Chamber of Commerce
Drip Marketing Campaign
• Drip marketing is a direct marketing strategy that involves sending out several promotional pieces over a period of time to a subset of sales leads.
Drip Marketing Campaign
Drip Marketing Campaign
JAN: Novi Home Improvement ShowFEB: Exterior Paint ContestMAR: Direct MailAPR: Spring Home and Garden
ShowMAY: Door HangersJUN: Habitat For Humanity
Drip Marketing Campaign
JUL: Newspaper Business ShowcaseAUG: Community FestivalSEP: Interior Paint ContestOCT: Fall Remodeling and Design
Expo
NOV: Personalized Customer LetterDEC: Trade Show Reminders
• Nathan Bruff– [email protected]
• Jessica Clark– [email protected]
• Adam Fishel– [email protected]
• Scott Hedges– [email protected]
• Amy Jackson– [email protected]
Questions or Comments?