Question for Business Owners About Advertising

As a small business owner, I don't think the duck in the pool is a good idea. It may come across as annoying and offensive. Just my opinion.
I can say that the internet has proven to be one of the best resources of advertising for me.
You can start with getting listed (advertising) on places like here. Make sure that your business name and/or website address tell what service you offer.
Craigslist.com and Backpage.com are a very cheap advertising (free or close to free) avenue and a great way to start getting your name/website out into the cyber world. If you don't already, a website (you can start with a myspace or facebook page) can be a great place to direct your customers.
As soon as you get business, referrals are a good thing to list on your website.
Tell people WHY they should hire YOU (your husband). What makes him different from every other "pool guy".
Finally, nice looking fliers posted at your local grocery store, donut shops, etc... and just telling all your friends and family are all also a great cheap way to get the word out, as well.
Oh, last thing, if you haven't already, vistaprint.com is a great place to get biz cards and car magnets. A nice logo for your biz helps grab attention, as well.
Best wishes for your new biz.
R. :)

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i love the ducky idea EXCEPT the tossing in the pool. i'm laid back about stuff and probably wouldn't be mad but i'd wonder how you got in my yard! LOL But i do think a majority of people WOULD find it intrusive. Soooo, i think if you use the same idea but just put the ducky on teh porch of these prospects that would be better (houses with out NO soliciting on the door of course). i'd remember that ducky and keep it....perhaps a duck with the number imprinted on it would be cool or a waterproof vinyl label that will stick to the bottom...i use them for my handmade bath and body company and they look great after use in water.. anyway, i like that idea but don't be invasive.

plus the person that said to pass out the beach balls or whatnot (could be your ducky!) at a community event has a good idea. just this fourth of july we were at the lake highlands parade and some kids in the parade handed out cups from schools and the exchange club had cups for free water and there were ads on there. you could find a community parade next year (prime time for pools the fourtH!) and have something ready for giving out. also, look into other events. sometimes craft shows at churches and school have goody bags and "sell" space in the bags for companies to put in advertizing. they'd LOVE the ducks. sponsor the event when you find one with a low $25 or so cost and you'll have your ad on their flier. good luck...oh and look for school yearly auctions in yoru area. the private school my kids go to AND the public high school do auction/dinner/dances and have advertizers/sponsors who get recognized in their brochure/fliers.
It might be more expensive, but could get inflatable beach balls or pool noodles with the company name/logo and number on them and pass them out at a community event or to the doors of people with pools. We have tons of freebies that have company logos on them and it is something they will see when they are playing in the pool. Just a thought.

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http://www.serviceroundtable.com/cm/
Lots of low cost marketing ideas

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Maximize your search rating for your website - you want to be at or close to the top when people search for 'pool service' on the web. Car magnets are good - they're inexpensive and your cars become a moving billboard. Networking groups are also good - check out meetup.com to find some in your area. Team up with "referral sources" - people that are in a different business that would be able to refer you business.

Don't know if this would work, but do you have friends that are well connected in the community, or a business with a pool that would let you provide service for free or low cost to "test drive" your business? If they're happy, hopefully they'll talk to everyone :)

Be sure to give referral discounts to people that refer business - a free week or something...

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Consider online advertising... I don't know much about it but if you think about it, people see online ads much more than they pay attention to direct mail marketing.

One resource to consider: www.Burbmom.net. It is for Local Moms and plus we all know the power of mommy word of mouth. Contact Shauna or Holly - they can set you up with some very affordable advertising!

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First of all, as a pool owner, I think the idea of discovering a rubber duck in my pool is a bit intrusive, especially because I have kids and security is a concern for all of us. Maybe you could use that same theme, but leave it at the front door?

Now on to your advertising question... As the owner of a business that not only advertises, but also sells advertising, I would strongly suggest becoming informed about your particular business and who you'd like to target. All too often, we see business owners who spend money on advertising with other publications, then are disappointed when they don't get results. Some tips I would suggest...

Learn who your target is. I'm sure there are professional organizations like http://www.apsp.org/default.aspx or http://www.upsaonline.com/ who have some statistics to share with you regarding pool purchasers. Are they typically young couples? Families with young children? What is their median income? Which communities if the metroplex have the most pools? Are there any communities which seem to be underserved? Then target your ad dollars to those people in those locations. Either find a local publication that specifically targets your group, or ask a company that offers regional advertising (such as ValPak or Clipper Magazine) how much they can narrow down their distribution of the ads you purchase - you don't want to pay for a regional campaign, where a large portion of your ads are going to homes with an income well below your target, or an age well above your target.

I would also work on what you're going to say in your ad... Be as concise as possible (people don't want to read too much verbiage) but HAVE A PLAN. All too often, we see business owners who want to use their business card as their ad... not a good idea. Play to the readers dreams and hopes (entertaining, fun with the family, etc.) Ask them a question in the ad to get them thinking (Do you have a HOT wife - obviously only works if married males are your primary target). Give them a teaser, then close with a call to action. Many publications will have someone on staff to help you put together an ad, but you can also visit the library and check out a few books on the subject. Again, the smarter you are about what you want, the better results you'll get.

Think about (and ask your friends if they're in the demographic you're looking to sell to)... what advertising do you look at and what do you dismiss. This applies not only to the type of ad, but also how it's delivered to you. Do you go through the envelope of coupons you receive? When was the last time you looked at a yellow pages ad? Do you look at the free newspapers you receive in the mail? When you receive a letter that's personalized to you, but you don't recognize the company, do you open it or toss it?

Most will agree that your ad needs to be seen multiple times, and you need to build a relationship in your communities before your ads will be effective. Don't go into this with the belief (as many do) that if you place an ad or two, business will start flowing in. You'll be disappointed. Plan on building your brand name. You might consider spreading your ad dollars over a longer period of time, rather than a full page ad one time. We always recommend that people do NOT advertise weekly in our publication (we have a weekly newsletter). If people see your add week after week, they tend to gloss over it. Our advertisers will have a good response the first few weeks, then it will taper off. Advertising once or twice a month in a weekly publication will help spread your dollars out and keep it fresh for the reader.

People also need to believe you're going to be there if they have a problem down the line. That being said, even if this is a new business, use your experience/longevity in your ad if you have it (15 years in the pool industry - if your husband has been working for someone else for a while... or 15 year resident of Plano (if you've lived there a while)).

Also consider how you can get free advertising? Maybe you conduct a free seminar for people at the local rec center... A Parents Guide to Pool Safety or Guidelines for Your First Pool. You'll be viewed as an authority in your community, and get free marketing through the rec center activity guide.

Again, the best advice I can give you is to soak up as much info as you can through books, internet, friends, etc. And get out there and network with other business owners... they're probably not going to buy a pool from you, but they'll give you wonderful advice, and maybe a referral or two.

Good luck! I know what a daunting task it is starting a new business.

www.familyeguide.com Free online guide to family activities in Lewisville, Flower Mound, Highland Village and the surrounding communities.

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Most pools are fensed off so I would not want anyone at my pool. But I suggest places where they test the water. Not sure about here because in LA we had to take the water in to test and then get the chemicals it was lacking usually shock treatment after a rain. Maybe Home Depot or Lowes has a list of contractors and he may even up to be one.I am not sure if he puts in pools or maintains them or what? If he builds them then maybe flyers where builders are building. Need to find the market and advertise there. List in Craigs List and free yellowpages online. I marketed my business in builders models, apartments, cleaners, store bulletins, any place I could think of where there may be children for my Home Day Care. I now have a web site through Idearc but it is expensive. I get most calls from the ad in the phone book but I also am getting a lot of people wanting to seek employment and other phone books wanting me to get in their adds. There was one that wanted to feature me on the front page of their magazine but at my expense. Too much advertising can cut into profits and not enough will not bring you the business. Experiment and a auto ad that is detachable is great. Or window ad in the car. Even when your auto is at the store people will see it. My brother does carpet cleaning and I told him repeat customers are the best because he does not have to keep recuiting them so he sends out a reminder just about the time they need it again. People will lose business cards too and they are necessary. Put them up at Krogers on the bulletin board. Also new contruction as soon as there are new buyers. Good Luck it has taken me three years to build this Day Care business and just when I am full someone loses a job or quit but it is growing and some come back and such. My market depends on others keeping their jobs and I can not do anything about that. Just keep going. God Bless. Also if the church has a bullentin board. You also may look into a new comer packet we got when we moved into a new home. HOA newletters in different communities. We also have a web site for our HOA G. W

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As a small business owner, I have found that the best form of advertising is referral and word of mouth.
What is it that makes your company different from all the other pool companies.
What can you offer that others do not (this is what you key in on).
Give great deals in the beginning to build a referral base.
Reward referrals-they are your best advocates.
Make sure that customer service always comes first.
Print is good for branding-getting your name out.
Join a chamber in your area.
Find a networking group that you can work with.
Where ever you go make sure that you have plenty of business cards to hand out.
I hope that this helps.
Best of luck.
M. Conner
Aqua~Fit Swim School and Wellness Center

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I run a tax business from my home and I went to www.vista.com to get car magnets, frig magnets, post cards to mail out or hand out door to door, business cards, flyers to put under windshields, t-shirts and caps. They are inexpensive and have great products. I also ran ads in my local paper. I went to the Chamber of Commerce and included my post card in the Welcome Package that they hand out for new businesses. I give a free tax preparation to the school's for whatever fund raiser they are doing. These are just some of the things I've done for my business and "word of mouth" has been working great.

Hope this helps. Good Luck.

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All of the methods you have looked at are great ways to market a business! The door to door fliers will prove to be on the expensive side though (unless you make your own copies, and deliver them yourselves).

I LOVE the idea about the rubber ducky, but what if a child sees that duck and goes into the water? (Or a dog, or it gets stuck in the drain and ruins something...) I think that is a little too risky. Instead of throwing it into the pool, I would ask your husband to place it on the front porch, or something similar. MUCH safer!

I think the best advertising for a business is word of mouth advertising. And, to get people talking, you need to give them an incentive. For example: "Tell your neighbor about how good I am, and when they sign up for the summer, you will receive 35% off of services for your next contract!"

Did you see what I did?
1. You have already signed up person A on a seasonal contract at normal contract price.
2. You HAVE a contract. (After all, when they sign a contract, you will give them a discount.)
3. You tell them when their NEIGHBOR (Person B) signs a contract with you, they (Person A) will receive a MAJOR discount on the next contract they sign with you. (This ensures repeat business)

Of course, you can always offer a one-time or monthly service, but the price is going to be higher.

What is your husband going to do when fall rolls around? How can he use his current client base with the pools to continue generating income in the colder months?

The most important thing is to GET the customers. If that means that you have to lower prices to GET them, then raise prices gradually over the next year, then that is what you have to do. By then, they will know your quality service and not mind paying the price.

I could talk about this forever. Call me if you want to: ###-###-####.

E.

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I don't think I would 'toss' without approval. The ducks are a really cute idea-but maybe with a card-or a personal visit. Quick visit-hey I am doing pools now-here is a web site for pricing etc-love to have your business etc.

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I can help you with printing business cards, door hangers etc.. You can contact me at 888.400.1961
Thanks,
A.

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While the rubber ducky is a cute idea; I would go with your instict. It seems a bit intrusive to me and would probably scare me off. I have seen business cards at dry cleaners and other small businesses in the Rockwall area. You could approach these business to see they wouldn't mind keeping some business cards on the counter in the front of the store. Also, word of mouth is always the best and cheapest; so once you start getting some customers you may want to have some type of referral discount. Another idea would be in the church newsletter with some sort of trial discount (if you are a member). I also think there is a small business council or something at least in Rockwall. You may want to look for that in your community. Another good way is to network with other business b/c they can always refer your services (i.e. realtors, builders, etc) I know when we moved we our realtor gave us a list of preferred services in the area. Good luck!!

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I highly recommend networking - word of mouth costs you nothing and pays you in big dividends in the end!!

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Congrats on your new venture. I have a small business too. I would have to agree "word of mouth" has been the best advertising for me as well. I did a few select freebies in the beginning and asked those clients to help spread the word. Those freebie clients were friends and had no issue with a limited time offer. These people still hire me on a regular basis and do not expect free stuff.

Criagslist may be an option too. I have only gotten a little work from there, but you can't beat it for free. I have also answered craigslist ads from people seeking help and gotten some work that way.

You and your husband should have cards on you at all times. Pass them out whenever an opportunity arises - there were times in the beginning my husband and I verged on obnoxious with the cards. I always give at least three cards at a time...they are back ups if someone loses one and they have extras to pass out to others.

Think outside the box too. For example I would try to HOAs in your area to see if they could use your services. I know with our home owners association, the pool is a constant financial worry and stress. If you can do good work for a cheaper price you may land a great job. My theory in business is that it usually doesn't hurt to ask, the worst that could happen is someone may say no, but they may also say yes.

Although I love the duckie idea...as a pool owner I would be freaked out and a bit upset if I found one floating in my pool. I would wonder what you were doing in my yard and I would most likely not call your business. But it might be a great tool once you get the job. After you have done the work, then it could be left behind.
Good luck with your new venture!

1 mom found this helpful

It might be more expensive, but could get inflatable beach balls or pool noodles with the company name/logo and number on them and pass them out at a community event or to the doors of people with pools. We have tons of freebies that have company logos on them and it is something they will see when they are playing in the pool. Just a thought.

1 mom found this helpful

I love the creativity about that idea. I would probably think that was odd if I found it in my pool...I would wonder if someone had been sneaking around. The same idea would be great if you left it at the front door instead. It might get costly to use that idea though.

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maybe inquire with individuals or churches/neighborhood associations that are having big garage sales if your husband could place a "sandwich" sign (advertistement) with a tub at the base filled with rubber duck advertistment. good luck.

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I don't have a pool, but I vote no on the rubber ducky in the pool. That would mean that he looked in the fence to see if there was a pool. Ick!

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Networking via Chamber of Commerce type groups would be great! Rubber ducky idea is cute but I think some folks might not think so. Good luck to him!

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I don't think the rubber ducky is a good idea, he might get into trouble trespassing. The fliers and yellow pages are your best bet.

Love and Light,
Rev. G. Hudson, Reiki Master.

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Hi S.,

Congrats on your new venture. I am also a small business owner and I will say, that "word of mouth" is the best inexpensive way to go. My budget doesn't allow much for advertising and print ads have never paid themselves back.

Once you are up and doing well, you might consider wrapping one of your service vehicles. We know someone in the air conditioning business that did this and it has almost doubled their sales. They went with a company called Doozy Wraps (in Carollton) and continue to buy more vehicles and wrap them because it has brought them so much business.

Good luck with your pool business!

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Hey S.,
It is funny, because I just posted on Facebook i need a pool man! I live in Mesquite area if he is willing to come out here, call me! ###-###-####.
I am a Realtor. I love being self-employeed, but it has its ups and downs. My best advertising is word of mouth. I do not have the car magnets,(got strange calls). As your son gets older and gets involved in sports and school, let everyone know what your husband does. He will need to have a Uniform Shirt that says 'Pool Service". Everytime he goes to McDonalds and someone sees his shirt, it is advertising! I listed my Dr's house, because I wore my name tag to an appt. I was told when I just got started, to make an appt to prospect. Set aside 1 hour everyday, to call on people you know have pool, Pool Chemical Companies, Realtor offices, and so on. Maybe if he come to look at my pool, we can visit!

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S.,
You might try joining a networking group. There's Business Networking International that has lots of chapters, but is a little expensive. There are also independent groups. See what's available through meetup.com.
I used to belong to Richardson/Plano Professional Networking. rppn.biz
I don't think I would put the ducks in the pool. Maybe just leave them on the porch. The ducks are a very creative idea.
good luck!

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I would absolutely NOT recommend throwing a rubber ducky in the pools, but the rubber ducky is a really fantastic idea! I recommend he look at meetup.com; there are some really fantastic networking groups there and lots of them are free.

Obviously, free or really inexpensive advertising is preferred, but don't underestimate the value of joining your local Chamber of Commerce. Chamber memberships only work if the member is active, and make sure the Chamber has valid benefits.

How about approaching the permit departments of your surrounding cities to see if you can get a list of homeowners who recently applied for pool permits.

If he needs to know who has a pool, he can always look at the satellite view on google maps. Hope that helps and I wish him the best of luck. Remind him that persistence and honesty ALWAYS pay off!

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