CertaPro PaintersThe Marketing Mix

4 P’s of Marketing

• Product• Price• Place• Promotion

Objective: To focus on the Promotional aspect of the Marketing Mix, developing a completed Promotional Campaign

Advertising

• Ann Arbor Radio Stations• Acoustic Café Rdr Radio• Annarboralive.com

(734)761-6874

• Clear Channel Radio(210) 832-3353 Director Cammy Jones

• Michigan Radio WUOM 91.7 FM• Michigan Radio WVGR 104.1 FM

Radio Advertising

Michigan Radio WUOM 91.7FM

• $120 for an advertisement: – 5-10 AM – 4-7 PM

• $140 for a specific time frame• The advertisements are 15

seconds long• Marketing Department (734) 764-9210 Ask for Tom or Larry

• Ann Arbor News Daily– Circulation 58,584 M-S and 72,627

Sun

• Ann Arbor Observer Monthly– Circulation 54,239

• The Saline Reporter– Circulation 4,800

• Ypsilanti Courier– Circulation 7,000

Newspaper Advertising

Ypsilanti Courier • Business card size advertising (size 3.79 x 2

inches)– $39.32 per week without contract– $34.44 per week with a 6 week contract– $30.12 per week with a 26 week contract– $25.84 per week with a 52 week contract

• Contact Beth Harris at (734) 429-7380

Newspaper Advertising

Business Showcase

• Heritage Newspaper-West includes– The Saline Reporter– The Ypsilanti Courier– And 5 other newspapers

• Send your story to over 26,000 homes for only $969

• If interested, call Beth Harris

Yellow Pages

Free Listing

• Listing info - business name, address, phone number

• A link to a More Info Page - allows you to provide additional information about your business

Yellow Pages

Bronze Listing - $29 Per Month

• Priority placement over Free Listings • Listing information - business name, address,

phone number • Includes a line of text • A link to your Web site • A link to a More Info Page - allows you to

provide additional information about your business

Yellow Pages

Silver Listing - $49 Per Month

• Priority placement over Bronze Listings • Listing information - business name, address,

phone number • Includes a logo • A link to your Web site • A line of text to promote your business • A link to a More Info Page - allows you to

provide additional information about your business

Yellow Pages

Gold Listing - $69 Per Month

• Priority placement over Silver Listings • Listing information - business name, address,

phone number • Includes a Banner Graphic and two lines

of inclusive text to promote your business • A link to your Web site • A link to a More Info Page - allows you to

provide additional information about your business

Yellow Pages

Platinum Listing - $119 Per Month

• Priority placement over Gold Listings • Listing information - business name, address,

phone number • 50 character slogan line outside the

banner • Includes a Banner Graphic and two (2) lines of

inclusive text to promote your business • A link to your Web site • A link to a More Info Page - allows you to

provide additional information about your business

Ice Arena Advertising

• Yost Ice Arena (Home of Michigan hockey)– Phone number is (734) 764-4600– $5000 for two dasher advertisements

• Provide painting services for the arena in exchange for advertising at a lower cost

Direct Mailing

• Brochures• Postcards• Non-personalized letters• Customer Referral Program• Trade show reminders

Direct Mailing for Nonexistent Customers

• Personalized Letter to re-attract previous customers for other services

• Send out a monthly e-mail newsletter to keep your customer base updated on your business– Events– Promotions– Advertising

Direct Mailing for Existent Customers

Promotions & Events

Promotions & Events

• Trade Shows• Contests• Community Events

Trade Shows

Rock Financial Showplace Trade Shows

• Spring Home and Garden Show April 2007

• Novi Home Improvement Show January 2007

• Fall Remodeling and Design Expo October 2006

Home Trade Show Demographics

• 83% Own their own homes• 47% Have incomes over $80,000• 64% Plan to remodel their

existing home• 33% Plan to purchase another

home

Exhibitor Prices

• 10x10 on average costs $1,263

• 20x10 on average costs $2,181

• 30x10 on average costs $3,042

Trade Show Tips

• Brochures and Leaflets – Include contact information on all

materials

• Strong Visual Impact– DVD Player that continuously loops a

Bob Vila video, etc– Highly visible company name– Multiple signs in different areas of

booth– Direct Message

Appealing Giveaways

• Nice pens with company logo• Carabineers• Divot Repairer• Keyboard Cleaners• Candy/Food

Plan a Follow Up!

• Research Shows that 70% of trade show leads do not receive the proper follow up.

• Plan a how you are going to follow up on customers before the trade show i.e. direct mail or door hangers.

• Customers must be contacted within two weeks to be most effective.

Trade Show Successes and

Failures

Success: Citibank

Success

Failure: Google

Effective Trade Show Displays

WIN A HOME PAINTING MAKEOVER!

• Contest Advantages– Promotes company name – Motivates consumer to take action

with company– Encourages word of mouth– Creates PR opportunities

WIN A HOME PAINTING MAKEOVER

• Contest Advertising– Use entry forms as newspaper ads– Send entry forms as direct mail to

draw attention– Agree to buy the paint from a

specific store in return for in-store contest advertising

WIN FREE HOME MAKEOVERSPONSORED BY

NAME:

ADDRESS:

PHONE:SEND COMPLETED ENTRY FORM TO:

SO&SO

12345 RD.

CITY, STATE ZIP

ENTER TO WIN AN INTERIOR AND EXTERIOR HOME PAINTING MAKEOVER

Community

Partnering with a volunteer organization such as Habitat for Humanity will not only bring good press for your business but will more importantly help those less fortunate in your community.

Partnership Options:– Product Donations– Public Awareness Raising– Mobilizing Volunteers– Financial Support

Contact:Huron Valley Habitat for

HumanityVolunteer Coordinator(734) 667-1558 ext. 105Ann Arbor, Michigan

Habitat for Humanity

• Ann Arbor Associations• Greene Farms

– sarah@greenefarms.net– Advertise in the Bi-Monthly Newsletter

• Business Card Size $15• Double Business Card Size $25• Banner Ad $40

• Thornoaks– Erwin Pollack

4068 ThornoaksAnn Arbor, MI 48104(734) 971-6192

• Tuomy Hills Area– John Sivertson, President

2145 MelroseAnn Arbor, MI 48104663-7648

Homeowners Associations

Ann Arbor Chamber of Commerce

• Networking Oppportunities– Morning Edition

• Monthly buffet breakfast

– NetWorks• Monthly “power mingling” over lunch

– Seminar Series• The current series focuses on small

businesses

– Member Receptions– Washtenaw Business Expo– Year Ender

• Member-to-Member discounts• Promote Your Business

• Join the Business Directory• Advertise in the Directory• Direct Mail to other members

• Networking Opportunities• First Tuesday Breakfasts• Leadership Ypsilanti• Post Holiday Gala and Silent Auction• Annual Meeting and Awards Dinner

Ypsilanti Area Chamber of Commerce

Drip Marketing Campaign

• Drip marketing is a direct marketing strategy that involves sending out several promotional pieces over a period of time to a subset of sales leads.

Drip Marketing Campaign

Drip Marketing Campaign

JAN: Novi Home Improvement ShowFEB: Exterior Paint ContestMAR: Direct MailAPR: Spring Home and Garden

ShowMAY: Door HangersJUN: Habitat For Humanity

Drip Marketing Campaign

JUL: Newspaper Business ShowcaseAUG: Community FestivalSEP: Interior Paint ContestOCT: Fall Remodeling and Design

Expo

NOV: Personalized Customer LetterDEC: Trade Show Reminders

• Nathan Bruff– bruffnat@msu.edu

• Jessica Clark– clarkj55@msu.edu

• Adam Fishel– fishelad@msu.edu

• Scott Hedges– hedgessc@msu.edu

• Amy Jackson– jacks754@msu.edu

Questions or Comments?