Masonry Magazine September 2001 Page. 31
So, you've defined the direction of your company and have a pretty clear idea of what you want to achieve. You have a plan. But something's still missing. Even with the gains you've made, you're still not generating the continuous work - the smooth continuity - that would let you feel like you've made it over the top-make you feel comfortable. But there's more to it than that. Over the years, you've come to realize that forward momentum and continuity is crucial in the contracting business and you've further found that even your finest efforts don't carry you through the periods of stagnation brought about through the natural ebb and flow of a fickle construction market. The periodic down times (particularly when prolonged) are just too much to absorb... slowly and steadfastly interrupting and poisoning your company's growth and prosperity via worker layoffs, lack of venture and expansion capital, lowered employee morale. You're sure marketing is your solution, but stuck as to what marketing vehicle to choose. You certainly can't pick something costly and time-consuming because you simply don't have the resources to waste!
A NEW DIRECTION
Well, if this sounds like you, perhaps it's time to take a look at direct mailings. Why? Because the tools you need to create and send effective direct mailings are readily available, easily learned, and well within the budgets of even the smallest of firms. And though these new marketing waters may seem a bit unnatural at first (after all, you're a contractor, not an ad executive) before long and with a little practice you'll soon be swimming like a direct-marketing fish (would that be a "marketing marlin?")
DIRECT MAILING
Direct mail, of course, is where you create some type of brochure or flyer and send it directly to the prospective client's home or firm in hopes of garnering their business. Sounds simple enough and often it really can be. From a technical standpoint, all you really need is one of many readily-available desktop publishing and/or word-processing software programs (I use WordPerfect™, but there are many more), which you may already own. You could also opt for any number of software programs specifically designed for brochure-making that are currently on the market. Whatever you choose, by combining any one of these programs with (the also readily-available) "merge-type" database programs (that personalize your message to many different clients in one operation) the ability to create expedient, professional, and attractive mailers is well within the technical expertise of virtually any moderately-skilled computer-user. Even the novice can learn to create attractive and colorful mailers in only a short period of time.
Call The FOM Company, Ltd.... for THE BEST foam core fill insulation for cmu's.
The Best R-Value...
The Best Pricing...
The Best Coverage...
AND
The Best Contractors!
For Information on Joining our National Network of FOM Insulation Contractors, CALL 1-877-381-1200 or write The FOM Company, Ltd. 1920 S. Main Street Akron, OH 44301 www.thefomcompany.com
The FOM Company is proud to be a member of the Masonry Institute and The Mason Contractors Association of America.
NAVIGATOR FORKLIFTS
NAVIGATOR 5000 is a self-loading, truck mounted, all terrain forklift designed for your heavy duty lifting needs. Direct factory support combined with a nation wide parts and service network provide the best customer service in the industry.
800 342 2051
www.navigatorforklift.com