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Table of Contents - March 2008
Wow! It's hard to believe it's already the end of March. The year is already a fourth over! Time goes by so fast, it's hard for all of us business owners to achieve our goals as quickly as we would like. For many of you, one of your goals for 2008 is probably to find the most effective advertising to survive and even profit through the current market. You may be asking everyone in the industry, especially those who have weathered previous storms, what works for them. Networking like this can bring you a lot of good ideas...but you can also waste a lot of money and time. See our article below to learn how to avoid this. Of course, if you need help with advertising, marketing is one of the services under "Etc." in Licenses, Etc. We're here for you!
If you've delayed getting your license but continue to work, you may want to pay attention to the piece on crackdowns on unlicensed activity. Then give us a call so we can get moving on your application.
New rules may be causing you to procrastinate because you don't want to jump through more hoops than you expected. The best way to make it as easy as possible, though, is to get licensed now, before even more rules are passed and go into effect. Call us to find out what you need to do now because things change all the time.
Whether it is licensing, marketing or any other part of your business, your success is our primary goal. We're here to help you solve any type of problem. And remember us when you know someone else who could use our help.
Thank you for reading! And have an Amazing April!
Best regards,
Kristie & ChrissiWhy Others in the Business May Not Have the Right Answers
"Where is the best place to advertise?"
"How come some in the business say yellow pages are the best place to advertise and others say it's a waste of money?"
"Do I really need a website? Joe says his brings in tons of customers but everyone else says they don't get anything from theirs."
With the current market and economy, contractors across the country are trying to find the best, cheapest and easiest ways to advertise their services. We see and hear questions like those above on the online contractors' forums, at networking meetings and when clients call us for marketing advice. Networking with others in the business can provide you with a wealth of knowledge by seasoned professionals. You can learn what works and what doesn't...well, at least, for them.
And that's where the problem lies...
The thing about marketing and advertising is that there is no single answer that works for everyone. If that were the case, everyone would be making tons of money at whatever they do. So you're going to get answers all over the board because that is truly what works/what doesn't work for that particular business in that particular location targeting their particular market.
Many business owners, especially new ones, question the effectiveness of yellow page directory ads. When they talk to others, they hear that this is the best place to advertise. And they see their competitors in there, often the same ones for several years in a row, with big, splashy ads that are difficult to compete with (especially considering the cost).
The businesses you see in the yellow pages year after year are either realizing a profit from doing so or are too scared or ignorant to try something different. If they're not tracking where their leads come from, they don't know if it's working or not. Many business owners will hear from the rep that their competition is going to be in there, so they think they have to be, too. So they continue and support the cycle so everyone is spending a lot of money in a medium that may or may not be really working for their particular businesses. And this can be said for just about any medium - newspapers, magazines, TV, radio, website, flyers, etc.
So what is the right answer? Well, it all depends on your specific business and your particular market. To make the most of your advertising dollars, the most important thing is to really know your target market and how you can best serve that market.
On a shoestring budget, you may want to carve out a niche market - a specific neighborhood, an age group, a lifestyle, a type of house, a specific need related to your trade, etc. - and focus all of your marketing efforts, including advertising, to that niche market. Then you use only media that reaches that market specifically and don't waste your money on media that "may" reach that market but also reaches thousands of others who aren't interested (that's advertising wastage).
Ask yourself: Is my business the type that if people come across an ad, they'll think, "Yeah, I've been wanting to do that and here's a great offer so I'll call"? Or is it the type where people need it when they need it and they're going to look somewhere specific for someone who can solve their immediate problem? Homeowners may want or need new windows and doors or a new roof or a remodel but they haven't taken the next step. If they come across an ad in the newspaper or magazine that has a great offer, they'll look into it. On the other hand, a homeowner with a major plumbing leak or broken A/C unit is going to look in the yellow pages, online or somewhere where they know they can find the info fast. They're not going to wait until they see a good offer on TV, in the newspaper or on a door hanger.
The Number One Rule in marketing is "Know Thy Customer." When you know everything there is to know about your customer, identifying the right medium and the best message to reach that customer becomes fairly easy. It's important to realize that your customer may not be the same as the next guy's...especially when the next guy provides a different service, prefers working with a different type of customer or is located in a different area. Networking is great and you can learn a lot from those who have "been there, done that." But don't take what they say as the final word for what will work for you. Nothing compares to doing your own research to really know your own customer.
Once you know your customer, you can do "targeted" marketing. We'll talk about that in another issue of ETC.
Crackdown on Unlicensed Contractors
The Jacksonville Sheriff's Office and the Florida Department of Business and Professional Regulation (DBPR) concluded a sting operation earlier this month that resulted in several arrests and citations for unlicensed contracting. The investigation has been going on for 6 months. Citations, fines and fees mounted in the thousands of dollars for each offense.
It's not surprising that many choose to work without a license. It continually becomes more expensive and difficult to obtain a contractor's license, leading many to take their chances and work without the appropriate license. It is a big risk, though, that can quickly and easily result in bankruptcy and the end of a career - and sometimes even jail time.
Unlicensed contractors really hurt the industry. They create unfair competition that undermines the guy who is doing it right, causing him to lose business, reduce profits and, potentially, go out of business. Licensed contractors are banding together to form task forces to support their local law enforcement agencies in identifying and stopping unlicensed activity. Investigations similar to the Jacksonville sting are occuring throughout the state, including in your own area.
If you're interested in joining such a task force, talk to your local building association or the Florida Home Builders Association. You can also contact your local sheriff's office to learn what is being done in your area and find out if there is any way you can help.
* Highly Recommended *
Another Resource for CEUs
If you are located in Southwest Florida, the Collier Building Industry Association (CBIA) offers seminars that provide Continuing Education Units for renewing your license, by Continuing Education Academy. For more info, visit
http://cbia.net/CBIA-Offers-CEU-Credits-for-Licensed-Contractors.html.
Are you a Collier County contractor but not a member of CBIA? You are missing out on great benefits of being a member. Contact Lisa today at 239.436.6100. Be sure to tell her that Licenses, Etc. sent you.
- Next CILB meeting is April 9-11 in Indialantic.
- April exam dates are April 22-23.
- Corporate annual reports are due May 1.
- May CILB meeting is May 14-16 in Altamonte Springs.
- Deadline for June exams is May 16. Register here: http://www.myflorida.com/dbpr/servop/testing/documents/exam_applic_pack.pdf
We've been blessed with many new clients this month. Unfortunately, though, we ran out of time and were not able to get together with a client this month for our spotlight. We thought it would be nice to have many clients' info beforehand, so in the future, we always have someone ready to go. So, if you would like to be highlighted in a future month's issue of ETC, please send Kristie an email with information about you and your company, including:
- Your name
- Business name
- Address and phone number
- Website
- About your business -- How long you've been in business; why you do what you do; type of work you do; what people don't know about your business and you wish they did
- About you -- What you do when you're not working; who you admire; best piece of advice you've ever been given, etc. - personalize it
We'll contact you the month we spotlight you and your company to get more details. We look forward to hearing from you!
What Our Clients Have to Say
“As tough as the process became with the addition at the last minute by the state for fingerprinting, Licenses, Etc. never let up in their commitment to seeing us successfully through!"
Have something you want to sell? A position to fill? A need for a subcontractor?
Contact Chrissi (239.777.1028, Chrissi.Jackson@LicensesEtc.com) or Kristie (239.777.8321, Kristie.Cook@LicensesEtc.com) for information about advertising in our Classifieds section in ETC. Our current subscriber list consists of over 550 people in construction and related industries throughout the state of Florida and beyond. Your Classified ad will also be posted on our website, visited by hundreds every week.Fine Print
Licenses, Etc., Inc.
Copyright Licenses, Etc, Inc., 2008
Have a question for the experts at Licenses, Etc.? Call Kristie at 239.777.8321 or Chrissi at 239.777.1028 or visit www.LicensesEtc.com
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