Page 39 - TCDB combined Book

Chapter 1 MARKETING 15

Vehicle/Equipment Signs:

As for all signs discussed herein the importance of continuity in color
scheme, logo, design & general layout should be applied. Your equipment
and vehicles will be readily identified if you maintain an overall design
continuity for all your signs, giving you this added exposure at little or no
additional cost. This also indicates that clean, well-maintained equipment and vehicles would be
just as important as the affixed Signs.

Office Sign:

Whether your office is located at your residence, in rented facilities or you have
your own office building the Company Logo and name should be prominently
displayed. Where outside signs are restricted you can establish a complete wall of
your waiting area displaying framed color photos of completed projects and
Achievement Awards with the Company Logo graphically displayed as the centerpiece.
Should your office be used for closing sales or meetings with prospective project
owners, it is important that your office be neat and orderly, while offering an efficient workplace.
Remember a conservatively furnished and decorated office may be favored over more opulent
decor, when seen through the eyes of a potential customer.

Direct Mail:

There are mailing lists available commercially to classify businesses by sales
volume, number of employees, commercial or industrial, and so on. Qualify the
mailing list prior to selection and spot check the accuracy for key names of the
recipients.
Should you decide to have a direct mail program to cover your territory on a broad basis
this is probably the best method of obtaining a somewhat qualified listing. Direct Mail programs
can also be used for the Hot Markets and any other more specific Target Market potential you
can identify.
Due to the mounting costs of postage and the expense associated with producing mail-out
pieces this marketing tool will have to be very carefully considered. How do you ensure that
your mail-piece will reach the right company and decision making individual? What portion of
our overall Advertising Budget should be used for this purpose? Direct Mail programs that do
not have a postage paid return piece may be difficult to assess as to effectiveness.
A simple Direct Mail program would be to send out a newsletter regarding your
company’s current activities or recently completed projects, outlining your ability to solve any
problem related to a project that they might be facing. This mailing should be to a selected
listing, determined to have the greatest potential for your particular Companies services, whether
it is a Hot Market or other specific Market.
Should your Company represent a special product or service you may be able to solicit
their assistance and cost sharing for Direct Mail programs, that would include acknowledgment
of these manufacturers’ products or services in your mail-out piece.