A critical component to making sure the message gets delivered, says Schneider, is to make it intelligent. “It’s a big mistake to look at your audience as simpletons,” he says. “We want sophisticated customers, so that’s who we talk to.”
Meehan agrees, especially when it comes to pro customers. “Contractors are more sophisticated than most dealers give them credit for,” he says. “If you treat pros with respect and add value to the relationship, they’ll give you more business.” —Rich Binsacca is a contributing editor to PROSALES.
Tip Sheet: Creating a Marketing and Public Relations Plan
If using an outside marketing firm, find an agency or consultant with building industry experience, preferably a builder or noncompetitive distribution business. Look for (and ask about) ways to leverage co-op dollars. Come to the table with at least an idea of how you want your customers to perceive the business in order to begin developing a brand. Set a budget and reveal it. Consider hiring and training someone in-house to tackle the job alone or be a liaison with an agency. Involve employees across key divisions to ensure buy-in and to help craft the brand. Dedicate to developing a marketing plan. Yellow Steel’s contractor-focused marketing campaign for Cape Cod Lumber branded the dealer as the pro-minded choice over big-box retailers. Cape Cod Lumber’s marketing campaign includes pro-oriented services such as drive-through materials pickup and contractor alliance (or loyalty) programs, including the “Fish On” fishing trip giveaway promotion. Yellow Steel’s newsletters and newspapers leverage co-op dollars and template industry information to supplement dealer news, which helps keep the yard in touch with its customer base. Schneider Lumber’s integrated marketing program for pros includes fliers about products and brands that contractors can customize and download from the dealer’s Web site.
