Selling Summary: Night Lighting

Depending on your goal, each type of marketing has its advantages and disadvantages. As outdoor lighthing contractors prepare for their 2006 marketing campaign, here are some thoughts to start pro/con list for four different marketing options.

Direct Mail
PROS: Hits a targeted audience
CONS: Low return rate, possible high costs
 
Yellow Pages
PROS: Listing helps customers locate your number when referred, suggests credibility
CONS: High cost, audience isn’t targeted
 
Nighttime Demonstrations
PROS: High closing rate, especially good for contractors just starting out
CONS: Late nights, can only do a limited number in one night
 
Yard Signs/Door Hangers
PROS: Low cost, prospects see your name and your work at the same time
CONS: Not allowed in some communities