When I am on the road driving between appointments, often times I decide to stop for a break and maybe some coffee. Even with the plethora of food establishments available in my travels, there are really only four or five that I frequent. Based on my past experience and satisfaction of service I have found only those few to be reliable and consistent in their service, product, and cleanliness (VERY important to me!).
My decision on where to refuel is based on past experience. But if I were in a different part of the country and not familiar with the local establishments what forces would drive my decision on where to stop? For most of us, we would consider first a name we were familiar with, and then combine it with our past experiences to formulate a list of preferred choices. Until people do business with you, their experience does not factor into the equation. And they will not do business with you unless they have heard of you or were referred to you by someone they know (which is the same as hearing about you). Experience is a critical factor. How do you gain that experience factor until someone actually does business with you? Great question!
Creating a relationship with consumers through message communication can work around the fact that they may have never done business with you. Here is how it is done; develop a common denominator, recognize their pain points, offer solutions, be empathetic, show appreciation for their intelligence, make them laugh, and guide them through treacherous waters. All of these messages, and many others, establish you as the person they will want to go to when they are ready to buy – that critical moment! When consumers feel they know you, before they meet you, they are more likely to do business with you. Using marketing communication tools such as an updated website, newsletters, Social Media, mailings, radio, local newspapers, and trade magazines, you can reach those large numbers with the messages that will allow consumers to get to know you.
HBRANH members should also be benefitting from branding. For years, members have been asking the State Association to review its branding and create a consistent message. They want a message that tells the consumer about the benefits of using the Association for protection from fraudulent contractors, information to make decisions about remodeling and building decisions, and prevention from making expensive mistakes when planning, designing, and executing home projects. Members have asked, and the Association is responding.
We are currently reviewing logos, messages, websites, and activities that will drive consumers to the Association for the information they need and want. Members will benefit greatly by advertising that they are members by including the State branding in their own business marketing. One message, one voice. Hooray!
I am pleased to be a member of the HBRANH and to be helping with this effort. I am open to suggestions and feedback at all times. Without its members, the Association would not exist, so your participation in promotion and growth is vital. Thank you in advance for your help. I look forward to a prosperous relationship for all.
Chair, Public Relations Committee
Board of Directors, Home Builders and Remodelers Association of New Hampshire