Service businesses should use hyper-targeted referral marketing.
Whenever I interact with a local service company such as a carpet cleaner or pest control, I take a look at how they are marketing. I think most are missing a big opportunity for referral marketing.
So I was happy to see a window washing company do something smart, although the execution could be better.
The company cleaned a neighbor’s windows and sent this postcard to us:
The flip side has information about the cleaning company and a special offer.
Good idea, but this is what I think companies should do.
- Call or email the customer to make sure they were happy with the service. Perhaps through an automated email survey.
- Ask the customer if you can send a letter to their neighbors telling them that they provided the service for you–using your name. The letter includes a discount offer for customers if they mention the letter.
- Offer the customer a $10 (or whatever is reasonable) credit toward future service for every neighbor that books the service from the letter.
It’s a bit more hands on but could be automated easily.
The problem with the postcard example is that I have no idea how good of a job they did and who they did it for. Sure, a neighbor decided to hire them, but many times I hear neighbors gripe about their contractors.