It’s that time of year again. Seems like everyone is getting sick. All kinds of bugs being passed around. And, since my life revolves around Chem-Dry, I got to thinking about what our franchises could do to capitalize on the plight of their ailing consumers. Here we go!
Look for Sick-O’s
No, not in the traditional meaning of the term. Target specific words that would indicate a customer’s need to avoid illness. Often, those searches are made out of an immediate need. So, when Mrs. Jones types “cleaning vomit from carpet”, “cleaning after the flu” or “keeping my family healthy during the winter” (or something along those lines), you show up waving a banner telling them that you can remove 89% of airborne bacteria from their home, offering a healthier cold & flu season!
Go Tell It On the Mountain
Okay, maybe I’ve been listening to too much Christmas music already, but every single one of your past customers should know what you’re offering this winter. Mail them. E-mail them. Text them. Call them. Do whatever, but they need to hear from you. Not only that, think about this: would you throw in half-priced (or even free!) sanitizer for a long-time customer in order to fill your schedule in January? I would!
Your messaging to your customers should be so prolific that it’s as if you’re shouting from the rooftops!
Your Best Advertisers
Along the same lines, why not turn your customers into the best advertising you can do? Ask them to share with their neighbors! Their neighbors can get the same great prices and you get the benefit of a new customer. Again, would you sacrifice some margin in order to fill your schedule while there’s snow on the ground?
Maybe consider a postcard with a tear-away section that Mrs. Jones can pass to Mrs. Smith to get her to call when her little Jimmy gets sick (because we know how those bugs go from house to house).
You’re part of a brand that totes “Drier. Cleaner. Healthier.” as its tagline. You should stand out against the competition during the cold & flu season as the healthier option.
- In search advertising, focus on the healthy message. Find people who are searching for very specific help.
- Shout your message from the rooftops to anyone who will listen – especially your past customers.
- Get your best customers to share your specialty when their friends and family get sick. Everyone wins!