Episode 235: Goodrich Guerilla Marketing Tactics That Still Work

Returning To The Point superstar Ken Goodrich is back! Chairman and CEO of Goettl, Ken is no stranger to any longtime listener. Host Chris Yano and Goodrich talk about what he’s focused on in the current home services marketing landscape, how some old-school guerilla marketing tactics might be worth revisiting, and some great stories along the way. Listen now!

Blocking and Tackling, Or Dollars Spent?

Following up on last week’s episode, Chris and Ken dive again into the current state of the home services market. Ken points out that there’s a lot more money being spent right now, making digital marketing more cost prohibitive. There’s also a lot of poaching going on, and irrational comp plans for managers and executives being thrown around.

According to Ken, this is the time where you have to get really laser-focused on two things. First, your brand. When all these dollars are getting thrown around, having a solid brand that consumers connect with and trust is going to win out. Second, this might be the time to consider going back and trying out some old-school guerilla marketing tactics.

• The increased competitiveness of marketing in the home services industry
• How no amount of spend will fix not answering the phone
• The value of personal branding vs. branding the business
• Bob Leduc and his postcard marketing
• How Ken has successfully used canvassing as a marketing tactic for 25 years
• The importance of outbounding even in today’s market
• Why some home service companies are relying heavily on referral programs
• A story about a thrifted Burger King doll
• How business fundamentals are going to be what wins, not just the dollars spent
• And more!

Find Your Postcard

As Ken puts it, the home services industry is a “meat and potatoes” business. Everyone needs heating and air conditioning; everyone needs plumbing and electrical – it’s not going away, and no one is going to own the whole space. The ones who block and tackle the best are going to beat everyone that tries to spend their way into a brand, a business, and especially a culture.

If you’re struggling to drum up those leads, find your “postcard”, like Ken did. Figure out what works in your market, and don’t be afraid to experiment with some old–school marketing tactics like canvassing or direct mailers. Be better at the key fundamentals of business, keep communicating with your customer base, and you’re well on your way to outthinking and outplaying the competition.