The Jobsite Dominator Campaign
What’s the likelihood that any given person buys from you? We’re talking about just your average person off of the street who you know nothing about. What are the odds that they see your marketing and pick up the phone or walk in and buy?
For most businesses, it’s pretty low, hovering in the 1-2% range. This is because that any-old-person could simply not have the particular problem that your business solves, whether that’s an issue with landscaping, plumbing, construction, or dentistry. And as long as you’re advertising to all of them, you’ll have to accept pretty low numbers to catch the one or two who do.
What if you could target just that 1-2% and save yourself a bunch of hassle? Wouldn’t the success rates of your marketing leap up dramatically? The answer is of course it would! And that’s precisely what the Jobsite Dominator Campaign does.
The Jobsite Dominator Campaign Reaches Lookalike Customers
Instead of blindly blasting your message out to the masses, the Jobsite Dominator campaign targets people or businesses around your current job sites. This does several things:
- Ensures that the people that you’re targeting are in the same demographic, socioeconomic, or industry segments
- Provides the ultimate form of social proof, because their neighbors already trust you
- The jobsite becomes an exhibition for them to stop by and see your great work!
All of this together makes it the ultimate targeted marketing campaign! And here’s how to run it.
How to run a Jobsite Dominator campaign:
To begin, you’ll need a photo, an idea of what you want to say, and if the site is something that others can view (such as a street-facing home improvement, yard work, window-cleaning, or construction project), the address. You’ll have the most success with an actual picture of the site (perhaps touched up with the free tool www.pixlr.com) but if that photo is grainy or not very appealing, use a stock photo.
Here’s the 3 stages of the campaign:
- Door Hangers: Take a look at our guide to designing door hangers if you need a refresher, but you want to make sure that it’s short, sweet, and to the point. You should ensure that you explain why they’re receiving a door hanger (you completed a job nearby), why they should work with you (their neighbors trusted you and you exceeded their expectations), a call to action (book your appointment or free consultation today), and how they can get in touch with you (phone, email, and website). Once you have these in-hand, it’s time to deliver them. Ideally you’ll snag a group of volunteers who will work for pizza but you can also pay employees to do it or even use a service like TaskRabbit. If you want to be extremely organized about where you’re delivering them, use our guide to hyper-targeted marketing for some extra helpful tips. Once these are delivered, it’s on to the next phase!
- Every Door Direct Mail: If door hangers were the equivalent of sending in the ground troops, Every Door Direct Mail is like providing them air-cover. As door hangers are guaranteed to be read, you’ve already made one impression on everyone near your job site, and it’s time for the second one. With this service you can select specific neighborhoods and design a postcard that delivers the same message as before, from why your customers are so satisfied to how they can reach you. Send Every Door Direct Mail.
- Radius/Neighborhood Postcards: As you begin to land new customers, using small batch radius postcards where you mail to the closet confirmed homeowners around your jobs is the referral magnet. Amp up the campaign using personalization like, “Jim, we’re making 321 Main Street beautiful again! Come see our masterpiece”. The neighbors start looking, watching and most importantly, asking…asking who created that masterpiece.
Research shows that you have to deliver a message or “touch” your prospective customers 3-7 times to land a sale. You’ll find that after this third touch, responses will start to flood in as people who might have ignored the first two messages may have finally driven past that beautifully manicured lawn or been impressed by the new tile roof to now take action. Because you already have your postcard design from the last time, it won’t take much work to tweak it and send it again!
Put it all together and what do you have? The Jobsite Dominator Campaign. Have any questions about it? Give us a call at 1 (877) 222-6010 and our marketing experts can help advise.
Need someone to put it all together for you?
Some neighborhoods, businesses, and markets are tougher to crack than others. You may want to switch up the order, cadence, or types of materials you’re sending (jumbo postcards, for example) and if you’d like an expert to design it all for you, call Opportunity Knocks today at 1 (866) 319-7109.