A smart marketing idea for local service businesses

A smart marketing idea for local service businesses

Service businesses should use hyper-targeted referral marketing.

Whenever I interact with a local service company such as a carpet cleaner or pest control, I take a look at how they are marketing. I think most are missing a big opportunity for referral marketing.

So I was happy to see a window washing company do something smart, although the execution could be better.

The company cleaned a neighbor’s windows and sent this postcard to us:

The flip side has information about the cleaning company and a special offer.

Good idea, but this is what I think companies should do.

  1. Call or email the customer to make sure they were happy with the service. Perhaps through an automated email survey.
  2. Ask the customer if you can send a letter to their neighbors telling them that they provided the service for you–using your name. The letter includes a discount offer for customers if they mention the letter.
  3. Offer the customer a $10 (or whatever is reasonable) credit toward future service for every neighbor that books the service from the letter.

It’s a bit more hands on but could be automated easily.

The problem with the postcard example is that I have no idea how good of a job they did and who they did it for. Sure, a neighbor decided to hire them, but many times I hear neighbors gripe about their contractors.

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