Marketing plan, budget, and calendar. In a time of sluggish lead-generation, a robust marketing outreach program is more important than ever.
This can be difficult if you don’t already have a good marketing plan, but sooner is always better than later. For many established full-line remodelers, especially those with a large and loyal referring client base, it’s sufficient to earmark 1% of sales volume for the marketing plan. But it’s often better to spend 2% to 4% on marketing, especially if you need to design and print materials. Whatever it takes, don’t skimp here.
Finally, let’s wrap up your “company success” package with a shiny ribbon. How about budgeting in an exciting reward for your staff to share if they make their goals? The reward could be a fun outing or even something like a staff-wide cruise.
As you move toward the goals associated with the reward, post updates showing how the company is doing. Incorporate the metrics into a poster, with charts or infographics that show how close you’re getting to the prize.
You’ve built up a buzz. Now keep it going. — Linda Case, CRA, is founder of Remodelers Advantage Inc. in Laurel, Md., a company providing business solutions through a network of experts and peers. 301.490.5620; linda@remodelersadvantage.com;www.remodelersadvantage.com.