Granite Countertops Marketing Strategy
Granite
Countertops Marketing
Granite
Marketing
Granite Countertops Marketing Strategy
The market for countertops
has changed and it has changed very fast due primarily to the reduction in
available work. We the sharp decline in new construction, the availability of
diverse and green products as well as an influx of fabricators it’s not good
enough that your fathers father started your business and you do really good
work. People on all level of the income scale are pinching pennies and ensuring
that the dollar goes just a little bit further.
Granite is still and will
remain as the top product selected for countertops due to the qualities
inherent in the product and the unique sense of individualism that comes with
it. Our fight is not really with the other products in the space. It is with each other and people moving into
our territory and creates these price wars.
In this article I will talk
about how we can compete and how we will maintain a level of business that you
control. That you can build your granite business or any business on.
Referrals Vs Advertising – Hands Down referrals are better than adverting customers. This
day in age with online reviews and social media the opinion of one no longer
really has that much power. A good referral is only going to take you so far. I
find that people are referring less and less. Even myself I told a neighbor
that I had a certain heating company over and they look professional but within
7 days my furnace was out- again. From that experience and that I referred them
I tend to think twice before I recommend a company to others.
Perceived Value – This is a very important aspect of marketing your business. You
want to create the greatest perceived value of the products and services that
you offer. What this means is that you want to target the customers that you
want with your offers. The strategy that
I like the best is to offer more colors, more edges, and more sinks for
slightly more than the other guys that
Pricing strategy – We have
many examples of ways to work the pricing strategy into your local market
place. It’s all about creating perceived value through your quality service and
value. You may see some competitor ads as these crazy low prices and wonder
“how can they possibly be that cheap” – its about creating and managing
expectations. What is included in the price will be
Some example pricing
strategies
Per SF Pricing
|
|||
Potiential SF
|
40
|
40
|
40
|
Price Per SF
|
29.99
|
39.99
|
49.99
|
Template
|
150
|
150
|
150
|
sink cut out
|
150
|
150
|
150
|
tear out removal
|
150
|
150
|
150
|
TOTAL
|
1,650
|
2,050
|
2,450
|
/SF value of sale
|
$41.24
|
$51.24
|
$61.24
|
Package Pricing
|
|||
Up to X Square Feet
|
40
|
60
|
80
|
Package Price
|
1,499
|
2,199
|
2,999
|
Template
|
150
|
150
|
150
|
sink cut out
|
150
|
150
|
150
|
tear out removal
|
150
|
150
|
150
|
TOTAL
|
1,949
|
2,649
|
3,449
|
/SF value of sale
|
$48.73
|
$44.15
|
$43.11
|
Installation Goals - coming soon
Growth - coming soon
The Internet Customer - coming soon
Why are we specializing in granite countertops? We fell into this niche after working with one
client that had a business model and a goal and knew what he needed to do to
get there. This was very rare so I took the opportunity to listen and execute
on these customers goals. During this process I was able to fall back on my
background as marketing director for a Special finance lead generation company
where I managed a $250k / Month marketing budget where my job was to buy at $7
and sell at $25. This is a very simple directive but taught me a lot about how
to grow a business and how to provide a lead generation service.
So I took my back ground
and put it to work for this small town granite fabricator that just opened his
doors in the middle of a recession. We had a small advertising budget to work
with and I knew that this budget needed to produce results and fast.
I review the completion as
did the owner and I knew that the website had legs because well I created it so
it was just a matter of putting people on the site to see if we could put
people in the store.
The big differentiator for
the website was that all your answers were right on the first page. The offers
/ specials as well as the colors and links to the gallery were everywhere. The
key to the success was to have a quality presence on the web with clear detail
of the deals that were available and the customers should show up.
Well, they sure did! That
next weekend was standing room only. I knew this was happening because I was
watching the analytics and everything looked good. I knew that the phone was
ringing because we implemented call tracking so it was just a matter of time.
I was really very fortunate
that I was hooked up with the right guy with the right attitude and the right
infrastructure and the right frame of mind.
All the pieces fell into
place and he went from 2 kitchens per week to 6 in just 30 days.
Then we found the breaking point
System began to break down,
Communication issues internally and to the customers began to deteriorate. We
started to see inefficiencies in the process and the staffing. Based n this
some adjustments were made to the way the business was being run and to the
staffing as well as a few other processes and bam back in business.
Over the next 2 years that
we were conducting this pilot program we studied this business very closly. We
learned many facets of the business that controlled or hindered growth. The
business based on infrastructure changes and ownership changes continues to do
60-70 countertop installed per month doing close to 2 million in sales in this
economy.
This is all done with the
proper use of perceived value.
FireUps® is the
granite and natural stone installer’s source for instant exposure to local and
national markets with strategically Targeted Online Marketing Campaigns and
proven Web exposure. FireUps® provides local online marketing services for the
small to medium sized granite surface installers with a focus on the proven
results that will increase your bottom line. Our teams expertise in direct to
consumer marketing is second to none, and we want to share how we can help
ensure your business is found by the pro-active customer who is searching for
counter tops made from granite, stone, marble or other stone surfaces. Just the
niche product or services you provide!
FireUps® will put
your counter top product, installation service and surface remodeling company
on the virtual map and generate a buzz that you could never have imagined. We
focus on maximizing your return on investment through a clear understanding of
your business objectives and by translating your value proposition to your customers!
If you want to do more granite counter top installations tomorrow, partner with
FireUps® TODAY! 603 617 3877