Breaking into the social media world can be difficult for septic pumping companies established before the Internet boom. That’s why Barnes Sewer & Septic in Winchester, Ind., has introduced a different marketing angle to launch an online presence. 

Meet Flat John.

As a spin on the Flat Stanley character from a children’s book series who can travel around the world after being accidentally squished, Flat John is a portable restroom character with a smiling face, arms and legs. He writes and posts septic tips on the company’s Facebook page and website. 

In an email message introducing Flat John to customers, the one-dimensional character said:

“I would like to take this opportunity to introduce myself to you. Hello, I am Flat John. I am the newest employee at Barnes Sewer & Septic LLC. I will be sharing tips and my life adventures with everyone via Facebook. You can follow me by liking Barnes Sewer & Septic on Facebook. I hope all of you are off to a wonderful 2013 and look forward to seeing you in my travels.” 

Shawnda Bond, co-owner of the septic service and portable restroom rental business, created the character because she wanted to educate the current customer base and also add new customers. “Everyone thinks Flat John is a cute idea,” Bond says. “I have my drivers hand out business card-size Flat Johns to customers with the Facebook information on the back.”

Group learning 

Bond is involved in a local group called East Central Indiana Social (ECIS) that meets once a month to discuss different social media opportunities for small businesses. A Ball State University professor who presented during one of the meetings offered insight into online marketing that really stuck with Bond. “The professor explained that it’s not about getting published, it’s about publishing yourself and having a professional image on Facebook,” she says. 

The professor had a group of students create fictional companies and promote them via different websites such as Facebook and Tumblr. The students then came in and presented their findings to ECIS. “It was interesting hearing their perspective,” Bond says. “When we’re advertising, so many of us try to cram as much as we can into an ad. The students told us that their generation doesn’t like to see everything packed full; they like their white space. They would be more likely to look at the site if it had more bullet points than packed with text.” 

What Bond learned from the presentations, and what prompted the Flat John idea, is that the Internet is what today’s marketing is all about, especially for the new generation. “The students grew up having all the social media avenues,” she says. “My generation is trying to learn those skills because we weren’t brought up with them.” 

Top of customers’ minds 

Bond says creating an online presence is more difficult for this specialized industry — and the older generation — as opposed to a clothing store where viewers might see something they like and can just go into the store and buy it. “In the sewer and septic business, we don’t see the quick results that other types of businesses do,” she says. “We have to keep putting our company name and image out in front of people so when they do need our services, they think of us first.” 

The new marketing strategy is just getting started, but Bond hopes to see increased traffic on the company’s Facebook page and website. “I’m hoping interest in Flat John will increase, ultimately creating more business,” she says. 

For a full story on Barnes Sewer & Septic, visit www.pumper.com/editorial/2010/11/chugging-along. 

TELL ME MORE

What are you doing to create an online presence for your portable restroom company? Post a comment below or email me at kim.peterson@colepublishing.com.