It focuses on effectively marketing one’s expertise on the latest plumbing trends and technologies (i.e., eco-friendly building) – vis-à-vis, the Sunset 2007 San Francisco Idea House, which I orchestrated by successfully marketing a green and sustainable builder and securing a joint venture with Sunset Magazine.
Regardless of industry, effective marketing is founded on a core set of strategies and tactics:
- Subject matter expertise
- Database of targets, industry organizations and media
- Compelling programs that shine a light on your expertise - e.g., speaking opportunities, panel participation
- Web site that draws people in and illustrates how you can help resolve their business challenges and "points of pain"
- Consistency, Frequency and Variety in your marketing mix - e.g., Consistent messaging in all communications and collateral; Frequent outreach through scheduled client and prospect-touch activities; Variety - You don't want to put all your eggs in one basket. Best case, implement a handful of programs to optimize reach and maximize market coverage.
By: Herminia Irizarry
Issue Date: March 2009
Do you consider yourself an expert in the plumbing industry? Are you a forerunner in the latest plumbing trends and technologies? If so, it may be time to take your advertising to the next level and translate your expertise into marketing value.
“With an industry expert, you know you’re getting someone who will get the job done right the first time, and stand behind their work,” says David Schuelke, president of Schuelke Plumbing, a full service plumbing company based in Los Angeles.
Shuelke adds, however, that industry expertise takes a while to gain. Before you can even consider taking the steps towards marketing your knowledge, you need to have a solid business base.
“You really need to take a step back and fine tune the details that make a successful company,” Shuelke says. “But once you gain that reputation, it snowballs from there—it all comes to you.”
With a successful business in tow, your credibility as a plumbing industry expert will begin to build, but there are things you can do now to emphasize your expertise and then market it.
According to Patty Block, principal of Block Consulting, a business development and marketing/PR consultancy based in the San Francisco Bay area, the first step to gaining industry expert status is to compile a Customer Relationship Management database that can be as simple as an Excel spreadsheet.
“Build a list of names: organizations, people and media that you think can help you get visibility and generate business,” she says. “You really have to think, ‘Who are the industry organizations and publications I can ally with?’”
To gain entries, Block says networking is the best place to start. She recommends starting with trade organizations, and getting involved with local and national plumbing councils. Create a list of editors and reporters with the local media who specialize in real estate and construction. Once you have set up your database, Block recommends reaching out to those individuals on a regular basis.
When building your database, include information about local events and take part in them—you want to get the community aspect, Block says. She recommends sitting on a panel, serving as a speaker or renting a booth at a trade show.
“Use these events as a springboard to promote yourself,” she says. “You get a chance to get visibility and talk about your work and expertise.”
Another opportunity to showcase your expertise is to reach out to the local media with story ideas about plumbing tips or eco-friendly plumbing trends like WaterSense. Perhaps even seek out a monthly or quarterly contributing writer position with a local magazine or newspaper.
“As long as a you have a good story that will help the public, then that’s the way to add credibility,” says Schuelke, who with his twin brother Jimmy, have appeared on local television channel KTLA in Los Angeles, “Home Wizards” radio show and the entertainment news show, “Extra.” “If you can advertise in those areas, you’re going to be looked at as a company with a lot of experience that really knows what it’s doing.”
Having a good presence online is also key. “A good, developed Web site adds to your credibility and enhances your reputation,” Block says. “A Web site is one of the most invaluable marketing tools because that’s where people go to learn more about a company.”
Using imagery and customer testimonials on your Web site, Block recommends putting together a portfolio to demonstrate your expertise. Your Web site is also an opportunity for you to showcase any awards, event and media participation, as well articles or blogs you may have written.
In order to maintain your expert status, you have to back it up with a solid business, expert knowledge and superior service. According to Schuelke, the biggest testament to his company’s expertise is its A+ rating from the Better Business Bureau.
“We are in the business to help people,” Schuelke says. “We’re constantly training, and tracking our employees and the whole operation. And we’re constantly doing research on the best the industry has to offer.”
Source: http://www.lowesforpros.com/plumbers-market-your-expertise-effectively
