Every Door Direct Mail (EDDM) is a new USPS program that maximizes the efficiency of direct mailing at a fraction of the previous cost.  Using EDDM, you select an area, and then send up to 5000 pieces to every address there for as little as 14.5¢ each with no mailing list, no permit and no annual fees.

That gives you the opportunity to target neighborhoods with the highest potential for choosing decorative concrete engraving installations.

Check out the following links to decide if Every Door Direct Mail is a viable marketing opportunity for you.

• General information – be sure to click on the Retail tab to learn even more. https://www.usps.com/business/every-door-direct-mail.htm
• Introductory video - scroll to the bottom of the page to find it. https://www.usps.com/business/every-door-direct-mail.htm
• Demo tool – this is helpful because you can choose a state, city and Zip Code, as well as opting for business/residential or just residential customers to get an idea of how many recipients are in the area and a cost estimate.  https://eddm.usps.com/eddm/
• Free EDDM Kit – https://eddmkit.com/index.aspx?purl=eddmpage

Plant the Seed

We, and you as installers, often tout the ability of decorative concrete engraving to make old concrete look beautiful. This spring, challenge yourself to spend equal time marketing to owners of new concrete.

A Concrete Network article featuring outstanding designs and superior craftsmanship by Designs-N-Crete of Colorado is a perfect example of using decorative concrete staining and engraving as a high-end flooring option in a new home.

Add Fertilizer

Connecting with home builders, architects and homeowners prior to construction should be a top priority in your marketing plan. Point out…

• Nearly limitless design possibilities. Custom decorative concrete designs for unique options rather than the cookie-cutter designs of hardwood, carpeting or tile.
• Pet friendly. If Fido has accidents – just a wipe and a swipe and the mess is gone. And, fleas and mites have no place to hide.
• Not a harbor for allergens.  A picture of a nasty dust mite that typically lives in carpeting can be pretty convincing.
• A good value.  The design goes in, not on, the concrete, so there’s no chipping. When properly sealed the design stays vibrant. Maintenance is a breeze.

Watch it Grow

It’s a great idea to leave your customer with a copy of our Idea Book to help them visualize decorative concrete floors in their own spaces. And, the pictures often inspire upsells, meaning more business for you.

Reap the Harvest

Success doesn’t just happen – it follows your best marketing efforts and top notch installations. Your harvest is a good income and plenty of satisfied customers who, through word of mouth, do a lot of your future marketing for you.

Go ahead — trust and like yourself. You have a useful and wonderful skill to offer. Believing in yourself and your ability to deliver that skill is contagious. Your customers find it easier to believe in you when you are backing yourself. The name you give your business speaks volumes to you and will be how the customers think of you too.

To learn more about building trust for your business, I recommend Duct Tape Marketing, a book for business owners by John Jantsch. Or, Endless Referrals by Bob Burg. These two books have many practical suggestions that can be applied to any business.

Being skilled is essential to the decorative concrete business. Being informed and aware of who you are as a business owner is a different kind of essential. A blend of both leads to trust from your customers while they are learning to know and like you.

Enjoy and profit from that.

Judy

Marketing a decorative concrete business is really intimidating to some contractors.  In this series of posts, we’re giving you some easy tips to help you nab those jobs that will earn you a good income.

1. Contact contractors, architects, home builders, remodelers, etc.  Visit job sites, show rooms and offices. Take along samples and pictures to show them how you can add the decorative flair they need on their next project.  Have references and contact information handy. Architectural specs are available on our website, a necessity for working with architects.
2. Letter your vehicle and trailer with your name, phone number and web address.  Then go for a drive in areas where you’d like to work.  You might even want to park in the neighborhood and take a stroll so residents on their way to or from work get a better look at your info.  By the way, our custom wrapped trailers make awesome mobile billboards.
3. When doing a job in a neighborhood, use door hangers or direct mail to alert the neighbors for blocks around.  If the project is outdoors, invite them to stop by to look and touch (with the owner’s permission, of course).
4. Hand out flyers. Print may seem a bit pricey, but a color handout featuring pictures of completed projects and details of benefits is an excellent way to arouse interest that leads to jobs. That means you’ll recover the cost quickly.  If you absolutely can’t afford a color handout right now, go with an inexpensive black-ink model.
5. Do an installation for a civic attraction or business front at a reduced rate. Part of the deal must allow you to leave a permanent job sign or identification medallion as advertisement. Be sure to leave a supply of your business cards for the owner/manager to hand out when people inquire about the fantastic decorative concrete work.

Don’t neglect marketing your business.  Your income depends on it! Watch for more marketing tips coming up soon.

Here are five tips to give your decorative concrete engraving business a jump start.

1.   Tell everyone you meet what you do. If you’re a talker, that’s easy.  For those quiet folks it’s a little harder, but you can do it.  Obviously can’t just say, “Hi, I’m Joe, and I do decorative engraved concrete.”  Actually you CAN say that if you don’t mind the weird looks you’ll get, because their next question is probably going to be, “What’s that?” Then you take the conversation from there.

A more subtle approach is to get other people talking about their lives and REALLY LISTEN for anything that you can connect to decorative concrete.  Maybe a couple mentions they’re hosting a neighborhood barbeque next month. There’s the opening you need to ask about their patio and pool surround and tell them what you can do to make it look so fantastic their guests will be in awe for months.

2.  Hand out lots of business cards. This often naturally follows #1. Now that you’ve told them what you do, give them a card. Not just to the person you’re talking with…give one to everyone else who might be standing around listening. Some will keep it and call to invite you over for an estimate. Some will remember you and when a neighbor mentions a remodel, they’ll pull out your contact information. A few will throw it away.

ALL will be impressed with your professional looking card and know you mean business.

3. Set up a website for your business. This is a must!  It doesn’t have to be fancy, but it needs lots of pictures of decorative concrete projects so viewers can imagine how the designs will look on their floors or patio.

Even better, include pictures of you working on jobs, and the finished project. That gives you credibility. Be sure your website is very clear about what services you offer and has your correct contact information.

Monitor your site to keep it up to date, including answering information requests.

4. Set up and use  social media such as Facebook, Twitter, Google+ and LinkedIn.  Invite your friends to join you, follow you, or like your page, and soon their friends will join in…on and on until your business becomes familiar to lots of prospective customers.

Make it a point to update every day or so, even if it’s something as simple as saying, “Finished the most awesome job today.”  Add a picture of completed jobs every time you can.  Your goal is for readers to remember your name whenever they need a decorative concrete solution.

5. Network.  Join the Chamber of Commerce, Home Builders Association, Remodeler’s Association, Jaycees, Rotary, etc. Get acquainted with other members and then…refer to Ideas #1 and #2.  The person sitting across from you at the luncheon meeting may be your next client.

We’ll be posting lots more marketing ideas during the next few weeks.  Our goal is to help you grow your business…because we care.