As I write this post I am hearing the sounds of hammers and drills one floor below me. My old kitchen is being disassembled and a brand new one will be put in its place. Since I believe the previous eating and cooking room would be a top contestant on an “ugly kitchen” reality show, I am thrilled.
As the work began, my contractor, Tom, and I discussed three marketing truths:

Tom with Homecrafters sign

Tom with Homecrafters sign

1. Market your business in a down economy
When Tom arrived this morning he had a shiny, new, professionally made yard sign. It says. “Another beautiful new kitchen by Homecrafters.” He asked if it would be OK to place it in my yard. I assured him that would be fine and commented on how smart he was to market his wares in a down economy. He agreed saying that in better economic times his work just poured in from the big box home stores. There was no need for him to “market” to the general public then, but now that work has slowed.

2. Word of Mouth Marketing is always the best
Now that the beautiful spring weather is here, neighbors will be out in full force, walking dogs and riding bikes. They will see his sign and chat about the fact that the Millers are remodeling their kitchen. Word will spread from neighbor to neighbor as quick as you can say “Homecrafters.”

3. You’ve got to toot your own horn
Tom said that his young daughter quizzed him when she saw the sign. “Isn’t that bragging Daddy?” she asked. He and I shared a chuckle about that and reflected on the fact that marketing does involve a bit of tooting one’s own horn. Tom then quoted Muhammed Ali: “It ain’t braggin’ if you can back it up.”

Good advice from my kitchen contractor and “The Greatest.”

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