ASPHALT ANSWERS
to put on them ? Nothing stands out more on a jobsite then all the same color equipment and a logo to match . Advertising your brand is very important to any company these days . I ’ ve seen everything — local radio , local television , billboards , fliers , e-mail blasts , social media , signs on a jobsite , blogs , websites , a Google business profile , online directories , press releases and hosting a podcast . Start a referral program from current customers , friends , co-workers and business partners . Hold free workshop training webinars on your market industry and applications . Offer coupons or special offers in the off season . Promote online reviews or start a loyalty program . Become the expert in your industry for your local market , be the goto person for any asphalt related questions . Look for local speaking opportunities . Networking through local community events , golf outings , charity events , local summer fairs , local fundraisers and sponsoring a local sports team ( such as Little League ) are all great options . Still , nothing beats personal selling face-toface with your customers and doing a quality job . Tell your story , people want to know you . I ’ ve seen some companies go overboard on cleaning up their job sites when the work is completed . A professionally finished product / job site sells the next customer . Have the cleanest trucks and equipment in your market — first impressions matter . Partner with a complementary business or two in your market . If you only do asphalt paving , work with companies that only do sweeping , seal coasting , line striping or even concrete work . Take a look at other industries in your market to observe ways these companies are promoting themselves . Every industry and local market have branding leaders . Learn something from them that you could start that fits your business . As Alexander Isley says , “ A brand is the promise of an experience .” Or , if you ’ re an Elon Musk fan , “ Brand is just a perception , and perception will match reality over time .”
Bryce Davis is the Director of Sales with LeeBoy . He can be reached at Bryce . Davis @ leeboy . com .
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[ 29 ] July 2024