Construction Marketing

As a contractor, if you don’t have a direct response system in place, you are leaving cash on the table. For absolutely every contact you have with any individual who could be a prospect or who might even know someone someday who might need your services, YOU NEED A DIRECT RESPONSE SYSTEM OR YOU ARE MISSING THE BOAT.

What is “direct response” you ask? It’s pretty simple. You have to have a valuable offer, and a specific call to action. The worst mistake most contractors make is they hand new prospects their business card and then just cross their fingers. If you haven’t noticed: Business cards and other marketing materials are very easy to ignore, lose, and throw away. And websites are even easier to escape. Just click away, right?

This is true unless you have a killer direct response OFFER, and a CALL TO ACTION. This works so well it’s ridiculous. And it’s so simple. Yet few construction companies use it. I don’t know why. I just throw up my hands on that one. For example, a free report could be your offer. Then you could have more products and services available for sale to people who want more of what you have to offer.

Your call to action? Ask people to get on your email list to get more valuable info. Can you do a free report? Sure. Are there other options that might work better for a construction company? The possibilities are endless.

Let me share some examples of direct response techniques that have worked in the past:

One builder I know of has been offering a free hot tub with the purchase of a new home. This may sound like an expensive method. But the cost of this method can be justified by building some of it into the cost of the home.

There are also some high impact, inexpensive methods you can use to create a compelling offer. Personally, I use an offer for a free information-packed report. I advertise this report on my business card, my website, and any other publication or marketing piece which will reach my target prospect.

One marketing area where this works very well is direct mail. With direct mail, depending on your goals and costs, you should aim for at least a 5% to 10% response. This means with every 100 letters or postcards you send, you get 5 to 10 phone calls. For the typical construction company, a 5% to 10% response rate would be very effective and make direct mail a worthwhile endeavor for your business. It’s possible, with good copywriting and a great call to action, to get 20% response rate or more!

Using an offer and a call to action in your direct mail piece can mean the difference between no response and a response that will land you enough projects to keep you busy for months.

Marketing Ideas and Interactive Marketing Products For Direct Mail

Response rates generated by promotional pop-up mailers are known to be far in excess of those created by bog-standard leaflets and flyers but what is it about pop-up mailers that make them such a success as direct mailing pieces? The answer lies in one word and that word is “interactive”. Here are some suggestions and ideas for interactive marketing products but first, I should perhaps try to define what I mean by interactive.

“Interactive” is one of those new words that is used a lot in marketing but what exactly is an interactive mailer or interactive marketing product? Let’s try this for an explanation – once the user has opened the promotional mailing pack and has experienced the surprise of the pop-up, the next thing to happen, almost inevitably, is that the pop-up mailer is put back in the pack and the user does it all over again! After that the pop-up mailer is put back in the pack once again and passed to an unsuspecting colleague. When I refer to promotional pop-ups as interactive mailers, that’s what I mean.

Pop-up mailers have a combination of positive attributes that are not always present in standard promotional print. Let’s look at automatic pop-up products as an example. Powered by rubber bands, the various pop-up items all bring with them the element of surprise which inevitably leads to laughter – so they are fun products. That fact alone already puts pop-up mailers higher up the league table that an A4 flyer.

However, not all interactive mailers have a pop-up action – but they still make very successful direct mail pieces. In these instances the interaction might be different but nonetheless, the reader will perform a level interaction with the marketing product which will make a very significant contribution to the success of the campaign.

There are many types of interactive mailers and each has something different to offer that gives them that something extra. It might be the fact that the product has a long desk top life such as promotional penholders, pen pots and desk tidies which stay on desktops for absolutely ages giving your message a very long exposure indeed. Cardboard-engineered pen pots are supplied flat in a size suitable to fit standard envelopes and are erected by one simple interactive push-up action that makes them a popular choice as a promotional mailer.

It could be that the movement fits perfectly with an advertising message. Take interactive marketing products that turn, for example. I don’t think that enough use is made of the humble eyelet in the design of promotional marketing products. The simple task of eyeletting can add car wheels that turn, steering wheels, turning hands on a clock, items that spin such as propellers – all kinds of things – and each with an interactive turning movement.

Another type of mailer has an interactive movement that makes pictures change. These promotional advertising products are known as dissolvers and are heaven-sent for a multitude of advertisers. The old classic theme of “before” and “after” pictures is brought up-to-date by these tremendously interactive advertising products. Absolutely everything is down to the smooth way in which, by the simple interactive pull of a card, the picture at the focus of all your attention changes from one scene to another.

Or how about interactive marketing products that jump. Promotional products in the “Jack in a box” or “Crackerjack” style offer much more of a surprise than you would ever imagine from the size of the pack. They have a very high and instant impact and are very successful at drawing attention to any campaign. Even when the person opening the pack knows exactly what is going to happen next you will see that they open the pack with some trepidation – being wary of the crackerjack effect.

Assuming that the advertising and marketing agencies have done their jobs well and assuming that the direct marketing team are sending the interactive mailer only to serious business-to-business sales prospects then you have a winning formula for a successful promotional mailing campaign.

These Are The Best Sunglasses To Pick

If you have a round face, then it’s important to find sunglasses in Sri Lankathat will create an illusion of length. This can be done by choosing frames that are wider than they are tall and/or those with angular lines rather than rounded ones.

If you want to get sunglasses online in Sri Lanka that will minimize your face’s width, then choose a pair with wider lenses and frames that have a dramatic shape. Look for aviator or teardrop-shaped frames, as these tend to be slimmer than other options. A great style is cat eye sunglasses because they’re very angular and narrow at the top while gradually getting wider toward the bottom which makes them look less rounded on your face. Another popular option is wayfarer glasses, although if they aren’t made slim enough it can make your face seem even more circular so this isn’t necessarily ideal unless you seek out vintage models from brands like Ray Ban who crafted their designs in such a way as to suit any shaped face.

If you have a round face, stay away from women’s and men’s sunglasses in Sri Lanka that are very large or heavy. Frames should be narrow with sharp angles to make your face look slimmer and more angular while still complementing your features. Try on different pairs of sunglasses until you find one that looks great on you. A good rule of thumb is that if the lenses are larger than your eyes, they will look too big for your face so test out smaller frames first before moving onto bigger ones. If the frame rests above the top line of your cheekbones it’s also going to add unnecessary weight which can amplify how circular they appear making them not ideal for anyone with this facial shape either.