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REAL ISSUES REAL ANSWERS: Customer Promotions

Question 3

Please describe the thinking that drives your company’s investments in marketing and promotions.


The Responses


“Most of our advertising dollars are spent supporting our local HBA through their monthly magazine, trade shows, sponsorships, golf outings, etc. The next largest portion is used to co-op some of our customers’ advertising.”

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“Relationships are most critical, so we try to stay in front of our customers.”

“Times have changed. What worked in the past does not work now. I have worked with the media since 1980. My budget has diminished, and home shows used to be most effective but no longer are. The big box stores made print advertising weaker because they would tell people to bring in the ad and they will beat the price. Up until then, circulars were very effective. Linking your business with the brands of products that you sell is most effective at this time.”

“Keeping our name in front of all of our customers and potential customers keeps them thinking about us. The direct mailings have helped in branding our company, as well. The second biggest return that we have is from our commitment to professional meetings. NARI is a great place for us to network and become part of the organization.”

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“We are happy with word of mouth.”

“Always try to find a balance between contractor events and homeowner advertisements. Branding is job one, so we try to hit different media throughout the year, advertising different projects.”

“To develop a relationship with our customers where they know we have an understanding of their business requirements, and that we are the best material supplier they can use.”

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“Keep your name on their brain. Try to keep exposure in the market, so they think of you first.”

“Out of sight, out of mind.” “We try to do events that are different than our competition.”

“We are pretty haphazard in our marketing approach, ever since major cost cuts were enacted due to the recession. We are working on getting our website and social media approach updated, and are exploring reinstating other investments. The challenge has been finding the time to do an overall review and put together a comprehensive plan.”

“We are strategic about a multi-channel program that will reach our target audience at multiple touch points.”

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