Dealer News
BUSINESS PLANNING
Preparedness Meter: Are You
Ready for the Next Recession?
ince the end of World War II, the
U.S. economy has experienced a
recession about every six years.
The most recent, which was one of
the worst ever, officially ended in the
summer of 2009, but its effects are still
being felt today. So by historical stan- near future, he said it’s likely to be want to give away a large amount of
dards the U.S. is overdue for another much less severe. material.” Bairstow said it’s a good
downturn. Is your business ready? “Statistically, we are highly unlikely tactic that can generate tons of names
A recent webinar sponsored by to see a recession as large as the last with a low cost at the end of the day,
In 2015, 21 percent of leads were coming
from mobile. In 2016, it’s up to 32 percent,
a 50-percent increase in one year.
—Todd Bairstow, Keyword Connects
S
improveIt360,theCertifiedContractors one,” Clark said.
especially if the contest goes viral on
Network and Keyword Connects
Todd Bairstow of Keyword social media.
offered lead-generation strategies to Connects then discussed lead-gener-
Embrace mobile as a marketing
prepare home-improvement profes- ation strategies with an emphasis on tool. Bairstow said people ages 45 and
sionals for the next recession. It also digital media. up are converting on their phones
provided general tips for any business
to survive an economic rough patch.
Build your e-mail list now, not thanks to forms that are easier to use
later. Bairstow urged webinar attend- on mobile platforms. “They’re filling
Tim Clark, director of communica- ees to “collect e-mails everywhere. out these forms on their phones like
tions for improveit360, said the most Get them at home shows, showrooms, never before,” he said, adding that
recent recession was more like a Great during in-home visits, on your web- mobile-friendly “responsive” sites
Depression for the home-improve- site via informational offers and over will show up more often in Google
ment industry. Many companies went the phone. Train your phone reps to searches. “In 2015, 21 percent of leads
out of business, and many others were get those e-mail addresses.”
were coming from mobile,” Bairstow
forced to get by with much lower rev- Use sweepstakes to build bigger said. “In 2016, it’s up to 32 percent, a
enues. And while the U.S. might be lists. These can be controversial, he 50-percent increase in one year. This
due for another said. “Some folks swear by them, oth- is happening stunningly quickly. It’s
recession in the ers don’t like them because they don’t faster than I’ve ever seen something
happen in online marketing.”
Text and win. “More than 90 per-
cent of people read a text message
Be Prepared
Tim Clark, director of communications for
improveit360, says it’s important for door
and window companies to brace for the next
economic downturn. Here’s his advice:
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plan;
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within the first three minutes of
receiving it,” Bairstow said, noting
that millennials are especially fond of
texting. “Use text messaging to reach
those homeowners you can’t reach
by phone. It increases contact rate on
data leads from all sources, improves
appointment set rate and lowers cost
per issue/cost per appointment.” He
also said it’s good to use texting in
addition to phone calls to confirm
appointments. An added bonus – it’s
simple. “You can integrate texting into
your CRM pretty easily and imple-
ment a strategic texting plan. The pro-
Have a “worst-case scenario” cash-flow
Stay as lean as possible;
Look for new marketing opportunities;
Stay in touch with past customers;
Keep customer service at the forefront;
Hire not fire, because you don’t want to get rid
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of your best people;
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Know your numbers;
Streamline processes;
Talk to peers, and;
Keep generating leads.
cess is completely automated.”
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Door & Window Market
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