Sprinkler Advertising, like irrigation water, has to be targeted to be effective. If you want your advertising to do its job, it’s got to deliver the right message to the right people at the right time. So why does yours just spray your advertising budget in every direction and never seem to help make your Connecticut business grow?
Sprinkler Advertising
To understand how your advertising is supposed to work, you have to start by thinking about the property owner (or manager), and something called the “Marketing Funnel.”
The funnel illustrates the process that a customer goes through when before investing in lawn sprinklers. If you think about your typical customer it goes something like this:
- Awareness: The homeowner looks at their lawn. They look at their neighbor’s lawns. They realize that “the grass is always greener” at their neighbor’s home. They notice that their neighbor isn’t hand watering or constantly moving the sprinkler. The green lawn has an automatic irrigation system.
- Interest: That’s when the fun begins. Maybe they’ve received one of your post cards advertising your lawn sprinklers…or they’ve seen a Rainbird Sprinklers commercial. Now they’re interested. So they start searching online. What’s involved? What’s a sprinkler system cost?
- Decision: after comparing their options, they make their decision: to put up with a disappointing lawn, or invest in sprinkler irrigation
- Action: If they’ve decided to invest, they choose a supplier. Will it be you?
Tools for Each Stage of the Funnel
At each stage of the funnel, different marketing tools reach your potential customer:
Interest
During the interest phase, you try to attract the homeowner’s attention. You can do this with TV or Cable TV Advertising, Billboards, Post card mailing, signage on your trucks, yard signs, online reviews and SEO.
Decision
This is where you help the customer with information that they need. Typical marketing tools that help make a decision are videos, brochures, FAQ pages, email drip campaigns, webinars, and messages on hold. These marketing techniques don’t attract attention from a crowd, but they “nurture” a prospect and help them make the right decision: buying from you
Action
You can help the homeowner make the final decision with marketing tools such as case studies, consumer stories, and testimonials. They help consumers feel secure in their choice.
Different tools for different jobs
To be successful, your marketing can’t just be advertising aimed at attracting attention. That can help create prospects, but falls short of generating business. A balanced marketing plan, using different tools for different jobs, and paying attention to every step of the funnel is the successful business secret.
Want to talk about how the marketing funnel can improve the results for your sprinkler advertising?
Call The Informer at (800) 862-8896. In Connecticut call (203) 655-3920. In New York call (212) 355-6980. Or email us by clicking here.
The Informer works with companies that need to sound more professional and deliver a powerful marketing message at the right time. We work in Stamford, Greenwich, Norwalk, Fairfiels, Westport, Hartford, Bridgeport, throughout Connecticut and nationwide.