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The marketing trifecta

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Pinnacle has found these approaches effective in getting its name out.

Lindsey Getz | January 12, 2012

Pinnacle Irrigation & Nightlighting in Haddonfield, N.J., makes their marketing efforts top priority. In fact, they like to call themselves “a marketing company that sells irrigation and night lighting.” Liz DeNinno, company vice president, and the one that handles the marketing, says there are three key approaches she takes.

Social media. DeNinno says that she makes a concerted effort to maintain the company’s Facebook page as not only a means to communicate with existing clients, but to find new ones as well. She was shocked to find out that some consumers are actually using Facebook as a primary search engine nowadays. “We had one potential customer call us and tell us they found our company by doing a search on Facebook,” she says. “What if we weren’t on there? We might be missing out on new business just because we didn’t have a Facebook page.”

Email. “It has been a very inexpensive but effective tool to get the message out to a lot of people at once,” says DeNinno, who uses email marketing software. “I don’t just send out random emails. I have a marketing plan that I’m following. My emails are strategically timed, and I try not to overwhelm people with too many. There has to be some strategy involved – that’s what email marketing is all about. Now every customer I call on, I ask for their email address. It’s such a cheap way to reach people and you can reach multiple people at once. Not everyone opens it but with (our program) you can see who did open it, when they opened it, and how many times they looked at it.”

Signage. Good, old-fashioned sign marketing has also been effective for the company. Marty DeNinno, president of the company, says he did a heavy push with signage last year and it really paid off. He plans to do it again this spring. “Come spring we called on all of our customers and asked if we could put signs in their yards,” he says. “Almost every customer said, ‘Yes,’ so we went out and put signs throughout the whole town. It was almost like these signs were taking over our small town, but there’s no doubt it got people’s attention. We called it our ‘sign campaign’ and even did some print advertising around it saying that ‘Signs of spring were popping up everywhere.’ If you drive down the road and see a dozen signs in a row for our company, that’s going to stick with you.”
 

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