3 Mass Media Marketing Methods For Home Service Companies
Television, radio, and billboards.
They’re not as appealing as they once were, but they still work.
If you’re looking to get in front of more people within your sales territory, this article is for you.
Let’s face it, it never hurts to be seen more by the people in your territory.
Mass Media Marketing Method #1 — Television
Every market is different.
TV worked great for us, but it varies from state to state.
We started TV ads at roughly 6 million in revenue.
We started on one TV station. Our goal? To own the mindshare of the group we were targeting by saturating them with our message. Then, expand to an additional group.
Monday, Wednesday and Tuesday — one station; morning news.
Once we had saturated that group, we expanded into new territory. From 1 to eventually all 4 news stations.
We also went with local sports. KU basketball on Cable. Kansas City Royals. It worked great.
Mass Media Marketing Method #2 — Radio
We did music radio for awhile. It seemed to work fine.
But when we switched to only sports and talk radio, it worked even better.
The point is to keep your eye out for the best opportunities.
Another thing about mass media. It’s not very trackable.
Digital marketing and email for example, are infinitely better at tracking results. It’s a tradeoff.
The best way to track mass media is to compare your campaigns after adding an additional piece of mass media; year to year, month to month.
Remember, you’re not looking for laser-focused audiences and super-trackable direct sales.
You want TOMA.*
Consistently plant your brand and message.
You want your logo to be branded on the backs of their retinas. (Pun 100% intended.)
That way, every time they think of your industry, they think of you.
Always have a call to action. Because that call to action will burrow into your customer’s head too. So when the time comes, your logo is triggered with a call to action sidekick. That’s powerful.
Call them to action.
Use attractive specials.
Add a sense of urgency with deadlines, words like this month or this week, et cetera.
This method worked great too —
We would put two 30-second commercials back to back. You’ve probably heard a back to back commercial before. It sticks because you’re expecting a new commercial.
But you get the same voice, same company, same message.
It catches you off guard. And in doing so, captures your attention.
Mass Media Marketing Method #3 — Billboard
How well these work depends a lot on your state. Kansas City is a great market for billboards, so we used them a lot.
We would buy them for a year at a time and change the message every so often. Why a year? You get better rates. And more importantly, if you don’t buy it for a year, someone else will.
The billboard companies did all the hard work. We designed the ads in house, and they did the rest.
When you’re considering the design and placement:
Empathize with your customers. Think about what they’re doing as they drive by.
Are they speeding to get to work on time? Or speeding to get home after a long day at work? Maybe they’re stuck in a traffic jam and mad about it.
Try to find a spot where the traffic jams up at certain times of the day.
Or by a stoplight.
Again, be proactive and snatch up your billboard territory quick, or someone else will.
Be funny. Good humor is a great approach for home service companies.
You’ve probably seen this one, or a variation of it.
And there you have it.
All great territories to expand into.
Looking forward to seeing and/or hearing you there!
TOMA: Top of Mind Awareness; for you, this means to be the first company that people recall when thinking of things related to the home service industry.