After six months the advertising strategy will be

This preview shows page 8 - 10 out of 14 pages.

After six months, the advertising strategy will be reviewed and magazine advertising will be considered along with direct mailing to real estate agents. 7.8.3 Direct marketing strategy Canterbury Renovations will use a lot of direct marketing to launch the business and will: conduct a letter box drop of flyers in the area to offer opening specials create a newsletter to go out monthly to customers and interested people as a reminder of the business and develop a relationship by offering tips and information offer business card magnets to real estate agents to offer as promotional gifts for new home owners add a survey to the website asking people to select which topics most interest them 7.8.4 Sales promotion strategy Canterbury Renovations will offer some sales promotion tools, including: discounts during the first month of operation to attract customers 8
discounts for multiple projects (e.g. bathroom and kitchen) free design service as part of the project 7.8.5 Sales strategy Initially, there will be no sales staff, but within three months, at least one sales person will be working in the showroom to assist customers. This will allow the owners and tradespeople to concentrate on quotes and projects. The website includes a contact form to collect information so return contact will be efficient and informative for the potential customer. All staff giving quotes and doing designs will be trained is sales techniques to encourage additional work or appliances without being pushy. 7.8.6 Packaging strategy The only packaging for Canterbury Renovations is leaving a beautiful renovation in pristine condition with a bunch of flowers on display. 7.8.7 Partnership A partnership with a local cleaning company will be investigated to ensure clients’ homes are left clean and tidy after renovation work is complete. 7.9 Services marketing 7.9.1 People Canterbury Renovations staff will always wear a blue shirt with the logo on the left pocket and will be instructed to keep equipment and uniform neat and in good condition. Staff meetings will include discussions on sales techniques and customer service. After six months of operations, a service staff of the month awards program will be introduced. A list of award winners will be prominently placed in the showroom. Feedback forms for customers will always include a question on staff performance and manner to capture all kinds of feedback. 7.9.2 Process Canterbury Renovations hasn’t yet produced all of the procedure manuals. However, procedures are being discussed and prepared to include quote processes, sales behaviour, care of customers’ premises, security and confidentiality, customer service and invoicing procedures. 7.9.3 Physical evidence Canterbury Renovations will take before and after photos of every project and present them in a folder as a memento for the customers.

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture