Harness the Power of Community Marketing & Giving Back
Home service companies are, for whatever reason, able to build a ton of credibility for being in the community.
I’ve found that people respond more favorably to companies that look like the local guy as opposed to the ones that look like a billion dollar corporation.
More relatable I suppose. Whatever the case, it works.
You don’t need a perfect float in the parade. Believe me, you get a lot of credit just for showing up, being real with people, and having genuine employees.
Being present and available on Facebook, and telling the story of your company does wonders too.
Bring employees who volunteer for the event, and only the ones who are positive and genuine.
One thing to watch out for –
Sometimes people try to make things perfect and it bites them in the backside. They spend tons of time and money trying to make it corporate-perfect, which not only does nothing more for you — it could actually hurt your standing in the community if you look like Goliath in the David vs Goliath scenario.
Not only that — being a perfectionist burns through too much time and stifles your ability to be as involved in the community as you should.
There’s a fine and ever-changing line, and it’s not easy to nail it.
Again, just do your best to be real — genuine.
If you go and literally just be yourself, and let your people be themselves, that’s usually more than enough.
Take the Saint Patty’s Day parade for example — at the last company I ran, we went every year, 15 years straight.
Our float was basically a tub and a spicket. We weren’t there to win the “best float” award.
We just threw candy, smiled a lot, laughed a lot — just had fun. People love you for simple things like that. Again, just being there — it goes a long way.
Sponsoring a local basketball team is another great way to give back to your community, while expanding your brand.
It’s hard to qualify, but the goodwill that it creates and the Top of Mind awareness goes pretty far.
It’s a key responsibility for us to be a part of our community. They give to us, and we can give back. Why not anyway? When you give you get, that’s just how life works.
If there’s a lot of people in a certain area using your service, spend a little time figuring out how to sow back into that community, give back.
Here’s a few different ways to participate and give back to your community:
2. Basketball teams
3. Local events like 5k’s etc (Just do a mini version of your home shows. Speaking of…)
4. Home Shows
And look for more creative ways too. Think outside of the box and figure where the community gathers and how to reach out to them.
Uptown Plumbing, Heating and AC, for example, built I want to say three or four community event places where people can rent the space out — it’s all branded inside with logos and designs from the people in the community. They even use it for local meetups — people who want a place to get together and hang out.
That’s a brilliant way to give back and reinforce your brand and goodwill in the process.
One place that people forget to spend time in is PR.
It’s easy to do in-house. You don’t even need to hire people.
Just reach out to your local business journal.
The people who don’t tell them what’s happening in their company are the same people who don’t get the press.
But if you do, you will.
News stations, as well, are always looking for a good story. How many stories do they need to produce every day? Yeah, a lot.
It’s as simple as saying, “Hey we’d like to do a story on how to watch out for for leaks,” or “5 things you can do to blah blah blah.” Simple as that.
If you just leave the PR to them, they’ll go with the biggest company in town, not you.
So reach out, and do it consistently.
They may not take your first second or third idea, but eventually, they’ll say yes because they’ll need the story, and you’ll be the one there providing them with the details.
It’s free publicity and it’s easy, so take advantage of it!
And there you have it.