After 22 years in Custom AV and for last 3 years in Itegration as well, I feel it's time to actually go after the abundance of businesss out there instead of just relying on referals and for the phone to ring. It's time to grow up.

The question is....what are you guys using for marketing our product?
I know that is a wide open question, but let the ideas fly!
- home shows?
- direct mail?
- internet?
- cold calls?
etc, etc

The last time we did more than sit and wait, we advertised in "Beverly Hills 213," a throw-away Thursday pulp that goes to Beverly Hills and surrounding areas. Within one week we were scheduled for nine weeks and were pissing people off because we could not even come see them.

This was 1999, but still... a paper that goes to a prestigious area is likely to draw some results. The ad was cheap, comparatively speaking, and it was actually a drawback that they insisted on publishing it for four weeks, even after we couldn't take any more business.

We've been mostly referrals up to this point so I don't have some magical wisdom to tell you about. I will say that direct mail doesn't work. It's a waste of time and money and mailing your existing client list is slightly better but not by much.

Who is your target market? If you want the high buck jobs you need to chase the high end builders and designers around. The designers have the most pull with a customer and if they like you, your in! Builders and contractors are currently getting bombarded with phone calls with other CI's looking for work so that is a tough option. I have a guy in BNI and that has lead to a lot of smaller jobs but there is a lot of potential there.

The biggest thing is to get involved! Get involved in the local chamber of commerce, a BNI group, possibly your kids sports, or anything that will get you in front of a lot of people. Networking, Networking, Networking.

 The rule of marketing is to expect approximately a 1-2% return on your efforts, mailers, cold calls, etc.   

+1

Actively pursue your existing clients for upgrades. Not aggressively but something like email marketing. Create sub groups based on what you installed and target them with new products.

Flyers at new construction sites can pay off too. Don't be a pain but just drop off a card or flyer say hi, tell them what do and leave. We are starting a campaign where we give contractors or any referring contractors a pair of free in ceiling speakers for the referral. Nee gcs we have offered a credit for product for their office. This way they see our gear everyday and think of us often.

Adwords has been by far our best roi but you have to spend time on it.

Scoop,

Here's a thought on cold calling. If you have someone that likes to do it or is good at it, take a look at the gov/ed side. Budgets are always shrinking, but they do have a budget, and, and some point in the year they have to use it or lose it, why not install a TV. Find a giant school district or U that has a million departments, find the secertaries or buyers with the p-cards, and build new relationships. Hell, take POs if you have the line of credit. Most of the info you need is on the websites in Purchasing or Tech departments, they have to have it on there.

Craigslist has pretty cheap advertising under Skilled Trade :)

Why not try to keep your existing customers happy by sending out newsletters, cold calling them making sure there product is working and if there is anything they need. My impression is that most CI businesses get so busy with new customers that they don't care about there existing customers needs. Our referrals are built by keeping the existing customers happy from the day of the initial sale and after the sale. When I am doing service work at homes, I constantly point out areas of improvement the customer could be making, therefore constantly busy with the same group of existing customers. My two cents worth.

Never had any luck with direct mail in our market...even though we had a very tightly targeted zip code and community list (thanks to a realtor I know).

Calling up and chatting with the existing clients is what I do every week. They already love me and think of me as family. Chat about a new restaurant or a new casino project we have going on in town, whatever just to shoot the breeze and let them know you're still around and interested in more than just their wallets.

Just called one of our best clients today to chat for no reason at all. Got the lady of the house and we talked literally for 30 minutes about nothing important. Then she goes "oh yeah Bill wants to upgrade the phone system to like he has at his office". Going tomorrow to check out what we have in now which is an older Panasonic; it's a done deal they already know us, trust us and know they want something cooler.

That's all I have for a public forum :-)