February: Introduction of the NADRA Mastermind Meeting How to increases referrals March: Home show Article In PDB April: Sherwin-Williams Certified Contractor Program Halos presented new letter May: how we worked with Trex on our marketing campaign. June: Research 101 - Halos presented HelloHG.com July: Yellow page presentation & Just Installed Presentation/Review August: NADRA Web Wally presentation& Workshop September : Website discussions & LogoOctober: Post sale Survey work shop November Voice Brochure Work shop December Dan sale pitch, Local search January Bobby Sale pitch, spa presentation, Halos snazzy mail
Members of the mastermind marketing group Scott Smith Contractor Ed Repak Bobby Parks Contractor J Strup Sean Parr Dan Troxel Contractor Kim Katwijk Contractor Matt Gard Contractor Shawn King Contractor Rick Ashcraft, Contractor Mike Seden Contractor
May • What is entailed in the campaign? • Targets: • contractors and lumber yards, builders and architects • direct mailers to targeted communities • Campaign for Contractors and Lumber Yards • Package includes the following: • Multi-media CD, Full-size contractor brochure • Tri-fold customer pamphlets (bundles for distribution) • Printout of Flash presentation contained on CD • Printout of order form, Personalized cover letter, • The CD contains, A price list, Presentation, Wind test video clip • Order form, Flash presentation • Results • Market response is phenomenal - 75% of all work now in Trex fence • Brand recognition from decking was important • Market penetration for product awareness has been successful • Direct consumers – billboard campaigns were successful • Home shows have been our most successful method • for targeted communities and time periods thus far. • Where we go next • Pushing to increase distribution market share
July meeting Build a Yellow Pages adthat will work!HECK NO,an AD thatwill blow the socks off the competition. By Kim Katwijk
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Notes from our meeting: 10-25-07 Post sale survey • Introduction: • During the sales process, pre-wire the customer that we will be contacting again in the future. • Introduce the survey as an opportunity for customer to share thoughts to help improve our business. • Let them know the focus is on us and how we can better compete for future business, • not why the customer made the decision to go with another vendor. • Let them know up front that we are sensitive to their time - this is a short survey. • Questions: • (If we do not know the outcome of the sale): • Have you made a decision for your installation project or have you put off the purchase? • (If no contract exists yet with another vendor): Are you still considering our company? • (If no sale at this time): May we call you back in xx period? May I set up a specific time to reach out to you? • If they have already selected another vendor) • What motivated you to make your decision? • Quality: Did you have concerns about the reputation of our company or quality of our work? • Timing: Were we not able to get to your project quick enough? • Warranty: Did the contractor you chose offer you a better warranty than we did? • Product: Did the contractor you chose have a product that was more appealing to you? • If so, what was it? What impressed you the most? • Design: Did your contractor come up with a better design? • Initial sales pitch (presentation/professionalism): Were you comfortable with us at the initial meeting? • Were we responsive, on-time, etc.? • Price: Were we unable to meet your budget? Was your decision based primarily on your budget? • Did you see your selected contractor’s work before you contracted with them? • What suggestions do you have for us to compete more effectively? • As a part of our post-sale process, we like to look at the design and workmanship of a final product to • get ideas where we can improve. May I come by to look at the project?
Nov meeting Voice Brochure – Suggested Topics • Consumer Tips, How to Select a Deck Contractor, Contractor should be, • Knowledgeable (code, best building practices, permit requirements) • Convey a feeling of trust, Belong to a trade association such as NADRA • Length of time in business ,BBB member? • High-pressure sales techniques should be a warning sign • Watch for detail in presentation of proposal in order to compare to other bids • Plan time for design and schedule of build • Getting yourself on a contractor’s build schedule in the off-season • Perform reference check (including asking to see recent jobs) • Suggest consumer ask to see last three jobs completed • Be sure contractor is licensed where required • (state, county and/or city licenses may be required) • Be sure permit is obtained if required • Be sure contractor is insured • Ask for Certificate of Insurance (both liability and workers’ compensation) • Contract including job description and design • Avoid doing business on a handshake • Be sure agreement including payment schedule is in accordance with local practices • Start date or window • Method of Payment • Avoid cash payment • Obtain lien waivers prior to final payment • Glossary of Deck Terms • Materials • Composites and other alternative materials for decking • Warranty • Verify your contractor’s warranty and exclusions • Maintenance Programs • What costs and services included, Treatments, Cleaning