Home Improvement Results
January 2007
| May
2007
As
Seen in the January 2007 issue of Replacement Contractor Magazine
Brave New Markets has
developed a niche in the home improvement industry by creating and
implementing marketing strategies and activities that work to attract
homeowners of all types. Our wide array of services for contractors
includes marketing strategy and brand development, print and broadcast
advertising, collateral materials development, direct mail, public
relations, events and Internet marketing.
In the January 2007
issue of the Replacement Contractor Magazine, one of the home
improvement industry's most widely read publications, featured the results and website that Brave New
Markets did for one of our clients, S&K Roofing, Siding and Windows.
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Results Tell the Story
S&K Roofing, Siding and
Windows consistently attracts up to 23% of their leads through their
website each month. The remaining leads are generated through referrals,
repeat customers and through other marketing and advertising channels
that Brave New Markets manages for S&K. Since partnering with Brave New
Markets in mid-2003, S&K has nearly doubled in size, and achieve a
record $16M in sales in 2006.
How
Can We Help Your Home Improvement Business Grow?
To find out more about
our home improvement marketing capabilities and available geographic
regions, call Kris McCurry at
410-902-0801, extension 107, or click the link below to provide your
contact information and we will get in touch with you.
As
Seen in the May 2007 issue of Replacement Contractor Magazine
Offering expert advice to the home improvement industry on how to make
previous customers a part of building your existing business, Brave New
Markets CEO, Marc Waldeck, was featured in the May edition of the
Replacement Contractor Magazine.
Repeat Performance
Make previous customers a part of building
your business with Partner Points, rewards, discounts ... and
drinks.
TECH AND TOUCH
Neither Weather Tight nor Alure Home Improvements use e-mail
in their programs, yet. However, other contractors find e-mail
well-suited to list-based marketing of this kind.
“It's inexpensive and easy to put together, it flows more
easily from your data, you can be a bit more timely with it, and the
cost to send a single piece of e-mail is negligible,” says Marc
Waldeck, president of Brave New Markets, a marketing company in
Owings Mills, Md.
E-mail is the major form of previous-customer outreach for
Waldeck's client, S&K Roofing, Siding and Windows, in Eldersburg,
Md. When Waldeck developed the company's marketing program six years
ago, repeat business was in the single digits, says Charlie McCurry,
S&K director of sales. By contrast, in 2006 “previous customers
generated more than half of our revenue,” he says, adding that,
together with referrals, they now account for almost 70% of all
leads generated.
S&K sends monthly e-mail messages to some 5,500 previous
customers, offering seasonal product discounts rather than trips or
other premiums. “Better pricing than we would give the regular
public” is, McCurry explains, the draw for repeat and referral
clients.
Using information from the company database, he periodically
targets customers who bought a particular product. Similarly, every
invoice leaves S&K Roofing, Siding and Windows with a cross-selling
message. “If I sell you a roof, included with that invoice for final
payment is an envelope stuffer that says, ‘Did you know we not only
install roofs, but siding, etc., too?'” McCurry says.
This e-mail plays a key role in balancing the company's high
and low spots throughout the year, he adds. The idea is to “look at
where we might be wanting in our business,” McCurry says, then use
targeted e-mail messages to create a backlog that the company is
comfortable with. “If we're slow on roofing, we push roofing,” he
says.
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