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How Target Marketing Can Help YOUR Janitorial Business

How can I get more BANG for my marketing dollar?

It’s a question we hear a lot.

And it’s a fair question considering how expensive it can be to implement an advertising campaign.

Ok, here’s an IMPORTANT strategy to remember:

Practice-Precise-Target-Marketing.

What’s that?

Well, it’s the strategy of deliberately narrowing down the list of prospects you’re going to pursue in order to minimize costs while maximizing response.

How does it work?

Well, let’s say you want to clean office buildings.

You might say, your target market would be – any business office in your area.

But, aggressively marketing to that broad of a group could quickly become very expensive.

Stunned by the expense, you might surrender – opting to use cheaper, less effective, advertising methods – or stop marketing altogether.

So…

If you want to have an effective, ongoing, prescheduled marketing system in place and one you can afford – you’ll need to whittle your list down to a select group!

So, rather than your target being ‘any business office in your area’ – you’d be better off with something like – 5,000 – 25,000 sq. ft. medical, professional and manufacturing building located within 45 miles, with 5 – 50 employees requiring 3 – 5 nights/week cleaning

You might be wondering, ‘So, how do I get that list?’

Well, several ways…

There are online business listing companies who offer to breakdown companies by:

1) type of business,
2) number of employees, or
3) distance from your office

From that list, you can call or have someone call for you – to find out:

1) if they use a cleaning company,
2) how often they currently get cleaned/week
3) who makes the decisions about cleaning.

By narrowing things down, you not only get a list of prospects more likely to respond to your offer, but a marketing budget you can live with as well.

In an earlier blog, I mentioned a line from the movie, Patriot, in which the character played by Mel Gibson gives advice to his sons about trying to hit their target using a rifle – Aim small, miss small.

Today’s message of precise target marketing follows the same philosophy.

Here it is in a nutshell.

When you need every dollar you spend on marketing to be as cost effective as possible (and shouldn’t that be all the time?!), you want to deliberately narrow down your list of prospects.

Only the biggest companies can get away with a broad, ‘shot gun’ marketing approach for their product or service – and even they better be careful they don’t run out of ammo!!

Be smart – make every one of your ‘bullets’ count!

Discover the Guru in YOU,
Dan

6 Responses to “How Target Marketing Can Help YOUR Janitorial Business”

  1. Tangyunn Veals says:

    This is part of the most sound advice I have received upon starting my cleaning business. Your products and services are believable I’m convinced looking forward to doing successful business with you. Smiling

  2. DLiebrecht says:

    Tangyuun, nice of you to say – and glad you’ve found our videos and emails helpful. Wishing you much success this year in your cleaning business. Dan, CleanGuru LLC

  3. Lisa Bamigbowu says:

    Hi Dan
    My question to you is, What online business listing do you prefer?

    Ps. I look forward to your email every week.

  4. CleanGuru says:

    Thanks Lisa, glad you enjoy my videos and you’ve asked a good question.

    Years ago, we used an online source called InfoUSA years ago, which may or may not be still be available online.

    There was a charge for the service, but they used a very specific criteria to limit the size of the list and therefore, the cost. I’m sure there are a number of other online sources of business lists besides the one we used – for example, Experion or Hoover.

    Whichever you choose, most will allow you to search by specific criteria or factors such as location, size, type of business, SIC code, # of employees etc.

    Hope that helps and wishing you much success in your cleaning business,
    Dan, CleanGuru LLC

  5. David Donerlson says:

    Great work as always Dan.
    As for Lisa Bamigbowu,here in Atlanta Ga.,InfoUSA offers a free database that you can log in through with your local Library Card. It gives out the detail info regarding Sq.Footage,# of employees etc.. Check with your library to see.
    Good Luck and thanks Dan for all you do..
    David

  6. CleanGuru says:

    Thanks David, Dan

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