In the competitive world of home services—roofing, HVAC, landscaping, and remodeling—success isn’t just about who has the biggest truck or the loudest radio jingle. It’s about Top-of-Mind Awareness (TOMA). TOMA is the holy grail of marketing: it is the phenomenon where your brand is the very first one a homeowner thinks of when a pipe bursts or they finally decide to finish the basement. But how do you get there?…
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Why are you doing this?
Building a Buy Local Program #1 Why are you doing this? If you’re currently running a Buy Local program or are thinking of getting one going, the first and most important question to start with is why. Just before Christmas, I was meeting with a publisher about their Buy Local program. It became apparent that they only reason they were doing a Buy Local program was to make money. That’s…
2018 Publisher Profit Power Plan
2018 Publisher Profit Power Plan It’s January 2018, and many of us are focused on setting up plans for our new year. In many businesses, it’s important to finish out a new year and then start a whole new chapter in the business. However, that isn’t the case with newspapers and other publications. If you are the publisher, this is when you re-evaluate how your staff is doing and how…