Question:
We only pump septic tanks at this point. Where is the biggest bang for your buck when it comes to advertising? I have used the local papers with little success. Because our service is sought “at need,’’ should we be more focused on the Yellow Pages? And although we are in a rural area, should we also be looking at the Internet?
Answers:
Regarding a Web site, realize it’s not magic. It won’t just show up No. 1 in search rankings or appear to people who need septic service. I am very forward-thinking when it comes to the Web. I’ve even done a few seminars at the Pumper & Cleaner Expo on that topic, and I still wouldn’t advise putting all of your eggs in the Internet basket, especially in a small town. Chances are people aren’t looking there, or won’t find it even if they are.
We are in a small town, too. Best thing in my opinion is word-of-mouth and an eye-catching truck — your rolling billboard as they say. Also, if you have a shop or commercial building on a busy road, street or highway, put up a sign. Those are all effective and relatively inexpensive measures. Then create a Web site and promote it on the truck, signs, etc.
The Yellow Pages are still very effective. I would submit that most people still use that as the No. 1 source for finding service, especially emergency service.
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In the last 20 years I have fallen for every advertising trick there is: community maps, restaurant menus, store benches, Internet, fliers, postcards, and that just scratches the surface. I’m not in any way telling you not to try them all, but other than the Yellow Pages, all others have been wasted money. By far the only method of advertising that has made anything resembling a return on investment is Yellow Pages advertising. Internet Yellow Pages advertising hasn’t produced enough to pay for itself.
When a man, or especially a woman, is standing in it after hitting the flush handle, they forget anything they have seen or heard. They run straight to the phone book. Get the biggest ad you can afford and get into every phone book in your area. I advertise in almost 30 books in a 90-mile radius of my base.
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I think Internet advertising is decent. But having a Web site isn’t enough; you have to have a good Web site and a catchy, memorable name. I think the worst names are ones where you name the company after yourself, unless you have a weird name.
Having a professional Web site with many photos and a good logo (to build a brand) are great ways to show off your product. So don’t put anything but the cleanest, best restroom photos on your Web site. Make everything on your Web site easy to do: quotes, orders, and contacting the company. I get quote requests 2-3 times a week, and most order from me.
But by far the best advertising especially for septic clients is postcards/fliers, magnets and business cards. Get on your bike, walk, or whatever to everyone with a septic. Put nicely designed media in their mailbox and you will get a call or two.
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In advertising, it’s all about targeting and tracking. Not every service territory is the same. What works in one area might not work as well in others. The trick is to know what kinds of advertising your leads and sales are coming from. Then you can spend more on those that give you a high return and less (or nothing) on those that don’t.
Always have your staff ask callers how they heard about the company. Put code numbers on return cards from direct mailers. In print or radio ads, consider a line saying: Mention this ad for discount. On your Web site, use a tracking tool to tell you which ads or pages are getting the most clicks.
An old saying goes: “I know half my advertising dollars are wasted — I just don’t know which half.” Well, on the contrary, you should know. Don’t go by intuition or a gut feeling. To the best of your ability, collect data that tells you which kinds of advertising are working. Then adjust your program accordingly. Remember, when it comes to advertising: If you can’t measure it, you can’t manage it.
