how to make an advertisement on school excavation
Answers
1. Clear, concise and consistent branding enhances your reputation
It’s critical that you create a professional and consistent look in every aspect of your business to ensure your team, your vehicles and your equipment are instantly recognizable. If you don’t have a logo or if you are using a clip art backhoe on your business card, find a professional to create a visual image that clearly represents your company and then use it… on everything. Logos should appear on business cards, trucks, shirts, machines, jobsite signs, safety vests, hard hats, coffee cups and pens. Think of every vehicle and staff as moving advertisements or billboards.
2. Network, network… and then network some more
You’ve probably heard the saying “It’s not what you know, it’s who you know,” and to some extent this adage rings true. Knowing the right people can lead to inside information and possibly provide a shot at a project before it goes out to bid. Meeting and getting to know the decision-makers in your area will help you find out about upcoming projects well in advance. Don’t hesitate to reach out and ask questions or take someone to lunch to get to know them better. Join your local industry trade groups, such as ABC, and use LinkedIn to connect with contacts in your industry. Many contractors have had success starting a “peer group” where CEOs from different trades get together informally to share best business practices. Many times these connections can lead to other connections and new business.
3. Communicate milestones and news in your local market
Writing and distributing simple news releases announcing new hires, company milestones and other newsworthy items will keep your business “top of mind” in your market. Send concisely written news items to your local newspapers and magazines. If the story has a broader interest you can also reach out to regional, national and trade media contacts.
4. A great website is your best sales tool, and a bad website could be damaging your company’s reputation
Many excavation contractors are late to the digital age and either don’t have an on-line presence or have an outdated, unprofessional website. General contractors and developers use websites to access potential partners and if your site doesn’t clearly and professionally communicate your company’s capabilities your potential customer may not invite your firm to bid a project.
Work with an experienced marketing agency to succinctly identify your company’s brand and mission, then have them create a website that will entice your potential customer to pick up the phone and call you. Be sure to have your site designed using software that enables you to update copy and photos on your own. WordPress and Joomla are easy-to-use Content Management Systems (CMS) that will give your company control of your site so you can ensure information stays current. Finally, make sure your information actually stays current.
5. Connect with business associates and customers on a regular basis
Once you have an awesome logo and polished new website in place it’s time to expand your reach and communicate with your important contacts on a regular basis. Create a quarterly newsletter, Facebook page, Pinterest Board or Twitter feed to provide a forum to keep your customers, vendors, associates and media contacts updated about happenings in your company. Customers and vendors of Bennett Contracting look forward to receiving our “Diggin’ It” newsletter. We feature a different recipe in every issue and past issues are made available on our website, as inevitably someone will call the office to ask for our popular Breakfast Casserole recipe from the May 2009 issue.
6. Tap into today’s trends and pop culture
Track trends and pop culture and find simple inexpensive ways to use them to promote your company. Remember when everyone was doing the Harlem Shake? Or have you noticed how so many people are talking about the Camel/”Hump Dayyyyy” television commercial? Tie-ins to events or trends currently part of the national dialogue are a great way to bring attention to your excavation company. As an example, Caterpillar dealer RingPower created a short Harlem Shake video using heavy equipment to “dance” during the height of the Harlem Shake rage (see it here). Whatever you do, promote it with news releases and mentions on social media, in your newsletter and on your website.
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