REAL ISSUES REAL ANSWERS: Customer Promotions
What’s the most effective venue for a lumber/ building material dealer to invest a limited marketing and promotional budget?
BY: RICK SCHUMACHER
In a business where promotional budgets are tight, it’s critical that available dollars be targeted where they’ll have the greatest impact. And therein lies the question: what’s the most effective venue for a lumber/ building material dealer to invest a limited marketing and promotional budget? Contractor lunches? Builder shows? Golf outings? Print advertising? Or something completely different? To learn the answer, and to gain some insights into the thought process that drives this decision, we went to the source: LBM Journal subscribers. As with most of our Real Issues, there’s quite a range when it comes to…
The suggestion for this month’s question came from Mike Rotolo, from Schmeling Building Supply, Rockford, Ill. His question was short and sweet: “Contractor lunches, home builder shows or media advertising—which produces the best return for your company per dollar spent?”
To learn how other dealers invest their promotional dollars, we sent a brief survey to subscribers who have opted in to receive e-mail correspondence from us. A big thank you to the nearly 150 dealers who took time to participate. If you don’t get our surveys, and would like to, just drop me a note at [email protected], and we’ll get you added.