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Making Waves in a Small Market

Making Waves in a Small Market. Mark Springer, CR Dayspring Restoration Inc. Missoula, Montana USA. Missoula? Is that in Africa?. TRADE AREA POPULATION (2003) Primary Trade Area (a)  98,616 City of Missoula 60,768 Secondary Trade Area (b)  90,098 Tertiary Trade Area (c) 164,410

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Making Waves in a Small Market

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  1. Making Waves in a Small Market Mark Springer, CR Dayspring Restoration Inc. Missoula, Montana USA

  2. Missoula? Is that in Africa?

  3. TRADE AREA POPULATION (2003) Primary Trade Area (a)  98,616 City of Missoula 60,768 Secondary Trade Area (b)  90,098 Tertiary Trade Area (c) 164,410 Total Trade Area (a, b, and c) 413,892 INCOME (2003) Per Capita Missoula County $26,823 Montana $25,775 National $31,459 Average Annual Wage (2002) Missoula County $26,182 Montana $25,997 National $36,159 Missoula Facts

  4. Insurance Professionals Market Golf, Lunch, Football Games Brochures Magnets, Note Pads, Candy Adjuster Conferences Does Marketing to this Segment Exclusively Present a conflict of Interest? What will we do When The Insurance Company has a change of heart? Relationships with Insurance Agents and Adjusters are important! Don’t abandon your current plan. Traditional Marketing Strategies

  5. Billboards Newspaper (print) Radio Television Periodicals Athletic Sponsorships Vehicles Mass Media

  6. Mass Media and Community Partnerships • Tracking Results: • 2001 Introduce Billboards • 2002 Start Newspaper Campaign • 2003 Radio • 2004 TV • 2005 Athletic Sponsorships

  7. Consistent: Budget and stay the course 2-4% of gross sales Comprehensive: Don’t confuse your audience Creative: Don’t be bland but don’t be gimmicky Complete: Start with one media, do it well then add another. Building a Campaign

  8. “911 For Your Home” Branded with our logo Used in All Practical Marketing pieces and Materials We would expose all Potential customers in our market to our services in order to be the first call that They make. Our Campaign

  9. Examples Billboards -Location, Location, Location. Left Hand Reads, Slow Traffic Patterns or Stop Lights.

  10. Television Commercials • TV Has a High return in Name recognition but the highest cost. • Sets you well ahead of your competition and creates a successful impression of your company. • Consider a Buying Representative to avoid buying junk. • We have found local News programs to be the best buy. Stay away from Sitcoms • ID Tags or rotators can help to maintain market presence. • Make commercials Simple and Stay away from Technical Jargon. Testimonials have been very Effective for Us.

  11. Newspaper • Size Doesn’t matter • Re-enforce your brand and Campaign. Keep it Simple

  12. Web and Links Examples

  13. Athletic Sponsorships • Negotiate • Be Very Cautious • Start Small

  14. All Working Together

  15. Community Partnerships are critical to build credibility in your community. Takes A lot of Time You must have proper motives Chamber of Commerce Builders Association Association of Property Managers Realtors Association Economic Development Forums Non Profits Community Partnerships

  16. Chamber of Commerce Board of Directors and Vice Presidency Heart Walk Chairman 200 radio spots Guest on TV news programs Guest on 8 radio programs Newspaper coverage Met with key insurance personnel Guest Speaker Realtors CECs and office meetings Property Management CECs Builders Banquet Escrow Association Open house for Chamber Events and Builders Association Events Ways that Partnerships Have Paid Off for Dayspring

  17. People want to work with companies that are committed to their communities Sponsor events Sponsor prizes Give to auctions Restore the Dream Feel good event Met with every key leader in our community Non-Profits

  18. Parade of Homes Commercial Premier Guest Column TV Show More Home and Garden Shows All these opportunities build on each other Other Ideas in the Works

  19. The Good You will rely less on insurance companies for your growth. Less Bid work. If you are the only company using mass marketing in your market you will likely have immediate growth. The Bad New cost for most companies (Time and $$$) You may not see immediate results. The UGLY Tracking results is very Difficult. You set the bar much higher for yourself. The Good, the Bad and The Ugly

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