Expanding Your Reach

While running Sleep Country USA, I remember a driver Cul-de-sac croppedpointing to a cul-de-sac on a map and saying “We’ve now delivered to every one of these houses.”   Seeing the truck in a neighbor’s driveway coupled with satisfied customers got us more customers from the same neighborhood.

We focused on the appearance of the trucks and the delivery teams.  We put emphasis on satisfied customers but beyond that, we didn’t specifically market to the neighbors.

Looking back, we probably missed an opportunity even though our electronic media campaign had significant reach.  But what if you don’t have the budget to do mass marketing?  How do you capitalize on expanding your reach beyond your immediate customer?

For years businesses have put up signs saying things like “this beautiful lawn treated by XYZ”.  Painters, landscapers, construction companies of all kinds have wisely used signs of this type to “market” to the neighbors.

landscaping_lawn_signs

But last night, we arrived home to find a special offer on our door.  A new house is being constructed in the neighborhood and the roofing company, C R Boger, left a brochure on our door.  It says “Sorry for the noise” (yes, there has been lots of construction related noise of late) and details their “Nearest Neighbor Program”.

“Currently one of your neighbors is receiving or has received a home improvement by C&R Boger Construction.  We’d like to apologize for the noise by offering you exclusive discounts only for neighbors living close by.”

image

Genius, pure genius.  Turn a negative (noise) into a positive (discount).  Make us feel special (exclusive) and cared about (an apology).  Low cost, targeted, effective marketing – I love it!

Satisfied customers are always your best referrals, but sometimes they don’t think to brag about you so don’t hesitate to take the first step.   Is there a way to encourage referrals?  Do you need to spruce up your company vehicle so it can be a more effective “billboard” for you?  Should you take a few minutes to leave materials on the door of nearby neighbors or other businesses in a building where you are delivering?   How can YOU expand YOUR reach?

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