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A Day In The
Life Of
Marketing
Savvy
Contractor
Presented by: Suresh Parmachand
Stratovate Group
The trick is in what one emphasizes. We
either make ourselves miserable, or we make
ourselves strong. The amount of work is the
same.
– Carlos Castaneda
@JimCaruk_RCMag
#RCRT15
#Reno_Contractor
Go Jays!
What is Marketing?
Day In The Life Of A Marketing Savvy Contractor
Marketing Definition?
The management process through which
goods and services move from concept to the
customer.
Source: business dictionary
The American Marketing Association states:
'Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at large'
(July 2013)
Marketing author and academic Philip Kotler defines marketing
as:
'Satisfying needs and wants through an exchange process'
Day In The Life Of A Marketing Savvy Contractor
My definition:
Marketing provides tools so that the
practitioner can effectively tell their story of
how they deliver real-value to the world. This
value is something that someone is willing to
pay for.'
Secret to a Successful Story?
It’s a very simple formula, made up of two
important elements…
Day In The Life Of A Marketing Savvy Contractor
83% of Customers
recommend a trusted
company, 82% will use
that brand frequently .
“Takes a long time to
build and a moment to
weaken.”
Source: walking in customer success
Customers look for these traits:
• High Service Levels
• Transparency
• Perception of similarity
• Reliability
• Competency
• Reliability
• Competency
• Sincerity
• Recovery
What keeps you up a night...
Day In The Life Of A Marketing Savvy Contractor
Reputation comes down to
management:
• Build
• Monitor
• Correct
• Reinforce
Impact:
Sales, hiring ability, press coverage
Day In The Life Of A Marketing Savvy Contractor
Search my name
https://www.google.com/alerts#
Consistency Is
To create CONSISTENCY an organization needs to review:
EMPLOYEES – Service levels
PRODUCTIVITY TOOLS – Brand experience
PRODUCT/SERVICE – Remain consistent
MEASUREMENTS – Response time
“It all begins and ends with process.”
Project
Routine
Sleep
A
B
C Engagement Tools
Productivity Tools
Relationship Tools
Wakeup
• Flipbook
• Feedly
• DIGG
• Quip
• Link Diagnosis
• Advertising
• Lawn Signs
• Vehicle wraps
• Magazine Ads
• Direct Mail
• Digital Marketing
• Website
• Content Curation
• Asana
• Docusign
• Office Team
• IFTTT
• Freshbooks
• Social Media
• Facebook
• Twitter
• Instagram
• Pinterest
• YouTube
• Customer scripts
• Canva
• Pixlr
Morning
Routine
Office
Routine
A
B
B
C
C
B
C
A
A
Day In The Life Of Marketing Savvy Contractor
Suresh Parmachand
Stratovate Group
Tried &True
Meet
New
Mobile
Advertising
Apps
Content
Social
Media
eCommerce
Mobile
eMail
Business
Digital Marketing is the promotion of products or brands through the
various forms of electronic media. Digital marketing allows real-time
engagement of brands to the various members of their value-chain.
Digital Marketing
The Social Experiment
Day In The Life Of A Marketing Savvy Contractor
Understand
your target
audience
Where are they
having
conversations
Engage them
and integrate
wherever
possible
Day In The Life Of A Marketing Savvy Contractor
Day In The Life Of A Marketing Savvy Contractor
Day In The Life Of A Marketing Savvy Contractor
Sales Optimization is the streamlining of sales processes by integrating tools, processes
and tactics that deliver improved conversion of lead pipeline.
Sales Optimization
Day In The Life Of A Marketing Savvy Contractor
Intuitive easy to use time tracker
Improve your productivity by knowing where your time goes
Easy, intuitive, flexible.
If This Then That
Set-up recipes to improve productivity
Day In The Life Of A Marketing Savvy Contractor
Day In The Life Of A Marketing Savvy Contractor
Manage Projects, tasks and team conversations in one environment
Integrates with many other apps and solutions like mailchimp, Evernote and dropbox
Experience Matters
Journey Mapping
Journey Mapping is understanding how consumers experience a brand.
Best project tool, allows you to:
• Create work chats
• Set reminders
• Use text or handwriting option
• Create location based message
• Create voice note or picture
• Add video, photo or audio files
• Integrate with other apps like Asana
Day In The Life Of A Marketing Savvy Contractor
Day In The Life Of A Marketing Savvy Contractor
Day In The Life Of A Marketing Savvy Contractor
Day In The Life Of A Marketing Savvy Contractor
What makes a good website for Contractors?
• Appealing design
• 1 step navigation
• Personal branded
• Unique story (value-differentiation)
• Built for content curation
• Responsive Design
• Simple contact form
Day In The Life Of A Marketing Savvy Contractor
Manage documents and signature process electronically
Mobile app brings the ease of document signatures into your daily business routines
Day In The Life Of A Marketing Savvy Contractor
What makes an advertisement compelling?
Evocative Imagery
Simple Messaging
Deliver value proposition
Strong Call to Action
Day In The Life Of A Marketing Savvy Contractor
Day In The Life Of A Marketing Savvy Contractor
How do you create a strong brand image with uniforms?
Conducive to work routines
Aligns with your brand
Conveys professionalism
Keep it consistent
Day In The Life Of A Marketing Savvy Contractor
Leverage your
preferred
manufacturers?
Create a unique
warranty package
Provide peace of mind
to homeowners
Creates unique offering
Offer home warranty through third party?
i.e. Home seller warranty
Day In The Life Of A Marketing Savvy Contractor
Don’t Be Shy….
Day In The Life Of A Marketing Savvy Contractor
Day In The Life Of A Marketing Savvy Contractor
Day In The Life Of A Marketing Savvy Contractor
Guidelines are the
same as advertising,
with one difference
Simplicity and clarity
are more important.
homestars.com
trustedpros.ca
contracting.ca
ratetrades.ca
contractorcheck.ca
yelp.ca
Day In The Life Of A Marketing Savvy Contractor
Day In The Life Of A Marketing Savvy Contractor
What do we do first?
1) Understand who are your Customers
2) Manage leads to Conversion
3) Improve Trust and Reputation through
Consistency
4) Leverage old and new Tools
5) Localize efforts
6) Ask for the Rating
@mktngjnky
Linkedin.com/marketingjunky
marketingjunky.wordpress.com
Suresh Parmachand
A Day In The Life Of
Marketing Savvy Contractor
www.stratovategroup.com

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Day In The Life Of A Marketing Savvy Contractor

  • 1. A Day In The Life Of Marketing Savvy Contractor Presented by: Suresh Parmachand Stratovate Group
  • 2. The trick is in what one emphasizes. We either make ourselves miserable, or we make ourselves strong. The amount of work is the same. – Carlos Castaneda
  • 7. Marketing Definition? The management process through which goods and services move from concept to the customer. Source: business dictionary
  • 8. The American Marketing Association states: 'Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large' (July 2013) Marketing author and academic Philip Kotler defines marketing as: 'Satisfying needs and wants through an exchange process'
  • 10. My definition: Marketing provides tools so that the practitioner can effectively tell their story of how they deliver real-value to the world. This value is something that someone is willing to pay for.'
  • 11. Secret to a Successful Story? It’s a very simple formula, made up of two important elements…
  • 13. 83% of Customers recommend a trusted company, 82% will use that brand frequently . “Takes a long time to build and a moment to weaken.” Source: walking in customer success Customers look for these traits: • High Service Levels • Transparency • Perception of similarity • Reliability • Competency • Reliability • Competency • Sincerity • Recovery
  • 14. What keeps you up a night...
  • 16. Reputation comes down to management: • Build • Monitor • Correct • Reinforce Impact: Sales, hiring ability, press coverage
  • 21. To create CONSISTENCY an organization needs to review: EMPLOYEES – Service levels PRODUCTIVITY TOOLS – Brand experience PRODUCT/SERVICE – Remain consistent MEASUREMENTS – Response time
  • 22. “It all begins and ends with process.”
  • 23. Project Routine Sleep A B C Engagement Tools Productivity Tools Relationship Tools Wakeup • Flipbook • Feedly • DIGG • Quip • Link Diagnosis • Advertising • Lawn Signs • Vehicle wraps • Magazine Ads • Direct Mail • Digital Marketing • Website • Content Curation • Asana • Docusign • Office Team • IFTTT • Freshbooks • Social Media • Facebook • Twitter • Instagram • Pinterest • YouTube • Customer scripts • Canva • Pixlr Morning Routine Office Routine A B B C C B C A A
  • 24. Day In The Life Of Marketing Savvy Contractor Suresh Parmachand Stratovate Group Tried &True Meet
  • 25. New
  • 26. Mobile Advertising Apps Content Social Media eCommerce Mobile eMail Business Digital Marketing is the promotion of products or brands through the various forms of electronic media. Digital marketing allows real-time engagement of brands to the various members of their value-chain. Digital Marketing
  • 29. Understand your target audience Where are they having conversations Engage them and integrate wherever possible
  • 33. Sales Optimization is the streamlining of sales processes by integrating tools, processes and tactics that deliver improved conversion of lead pipeline. Sales Optimization
  • 35. Intuitive easy to use time tracker Improve your productivity by knowing where your time goes Easy, intuitive, flexible.
  • 36. If This Then That Set-up recipes to improve productivity
  • 39. Manage Projects, tasks and team conversations in one environment Integrates with many other apps and solutions like mailchimp, Evernote and dropbox
  • 41. Journey Mapping Journey Mapping is understanding how consumers experience a brand.
  • 42. Best project tool, allows you to: • Create work chats • Set reminders • Use text or handwriting option • Create location based message • Create voice note or picture • Add video, photo or audio files • Integrate with other apps like Asana
  • 47. What makes a good website for Contractors? • Appealing design • 1 step navigation • Personal branded • Unique story (value-differentiation) • Built for content curation • Responsive Design • Simple contact form
  • 49. Manage documents and signature process electronically Mobile app brings the ease of document signatures into your daily business routines
  • 51. What makes an advertisement compelling? Evocative Imagery Simple Messaging Deliver value proposition Strong Call to Action
  • 54. How do you create a strong brand image with uniforms? Conducive to work routines Aligns with your brand Conveys professionalism Keep it consistent
  • 56. Leverage your preferred manufacturers? Create a unique warranty package Provide peace of mind to homeowners Creates unique offering Offer home warranty through third party? i.e. Home seller warranty
  • 62. Guidelines are the same as advertising, with one difference Simplicity and clarity are more important.
  • 66. What do we do first? 1) Understand who are your Customers 2) Manage leads to Conversion 3) Improve Trust and Reputation through Consistency 4) Leverage old and new Tools 5) Localize efforts 6) Ask for the Rating
  • 67. @mktngjnky Linkedin.com/marketingjunky marketingjunky.wordpress.com Suresh Parmachand A Day In The Life Of Marketing Savvy Contractor www.stratovategroup.com