Mar 11 2008 12:51PM | Permalink | Email this | Comments (1) |
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I just pulled the third or fourth neighborhood letter off my front door today, and it made me wonder: how many remodeling companies across the country are taking a long, hard look at their marketing strategies and starting to turn to old school, low-cost means like these to try and drum up business because their leads have been decreasing? I agree with many remodelers that I've talked to who've experienced a recession before that a downturn in the market is a bad time to cut your marketing efforts. It may be tempting, as you look for overhead to eliminate, to trim costly advertising and direct mail campaigns from your budget. Those companies that find a way to avoid this temptation in the short-term and remain focused on the big picture will come out the other end with a stronger brand, better mindshare in their local market and will make a speedier recovery. And if using cheaper strategies like neighborhood letters, jobsite signs and the like is an alternative you can manage, it's far better than making a rash decision and ending up losing long-term market share. Don't you think?