88%(8)7 out of 8 people found this document helpful
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 strategyCanterbury 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 specialscreate a newsletter to go out monthly to customers and interested people as a reminder of thebusiness and develop a relationship by offering tips and informationoffer business card magnets to real estate agents to offer as promotional gifts for new home ownersadd a survey to the website asking people to select which topics most interest them7.8.4 Sales promotion strategyCanterbury Renovations will offer some sales promotion tools, including:discounts during the first month of operation to attract customers8
discounts for multiple projects (e.g. bathroom and kitchen)free design service as part of the project7.8.5 Sales strategyInitially, 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 strategyThe only packaging for Canterbury Renovations is leaving a beautiful renovation in pristine condition with a bunch of flowers on display.7.8.7 PartnershipA 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 marketing7.9.1 PeopleCanterbury 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 ofaward 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 ProcessCanterbury 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 evidenceCanterbury Renovations will take before and after photos of every project and present them in a folderas a memento for the customers.