Change in advertising strategy?

[ComputerDave]

Here's the presenting issue. I started my business in 2007 with the following four incentives that I have used in advertising continuously. Free Consultation, Free Estimates, Rates As Low As $35, and a 100% Guarantee on our work.

I am anxious to receive all of your advise and criticism. I know I have a lot to learn, especially from those of you that have a lot of experience in areas I don't have a clue about. So don't hold back, I've got big sholders.

And while I feel confident that many of you may not be supportive of the Free stuff, know that for whatever reason, we have grown to be the primary business of our kind in the community. I take no pleasure in it, but two businesses have closed their doors and one rather large franchise, while we have enjoyed a 33% growth last year, bottom line. We've exceeded 200k in sales this year already. At the risk of sounding narcissistic, we're evidently doing something right, for a small town, one shop place. Think Mayberry, but a little larger.

My concern is this, one of our remaining competitors has adopted our strategy. I know for a fact that with this coming issue of the phone book, he will be using our slogans. In fact he will even be using the same font. He's already doing this in the newspaper (that no one reads, so it's not much of an issue).

My focus is not in preventing him from doing this, but rather finding a way to be more creative. More competitive and more appealing. Try to stay a step ahead, in advertising. What else can I offer in my ad (see attachment) to accomplish this?

I was reading the article "Becoming a Premium Service Dealer" by James Gilbert. He suggest the following. "Make them a backup for free", "Clean their computer (we already do that), "Give them some free software" and "Make some step by step guides". I was thinking about incorporating some of these into my advertising strategy. The thought of offering free software (on a CD that we hand them if they come in off the street without a PC in hand) comes with the issues of Eula's that would have to be dealt with.

Yes, it's true that we do a better job. I just don't want to loose that edge. For years I have been able to make the statement on the radio, in our ads, and to prospective clients on the phone that "We're the only people in town that offer free consultation, free estimates, rates as low as $35 and we back it up with a 100% guarantee".

Any suggestions?

Thanks in advance!

 

[RichmondTech]

Everything that you do in business funnels down to one of three main tasks:

Bring In Business -- Get Work Done -- Serve Customers


Sounds like your advertising is bringing in business.

Sounds like your YTD sales means you're getting work done

But what are you doing to serve your customers? That is what will turn your customers from advocates to raving fans and keep them coming back to you instead of going to the competition. It's easy for your competition to copy your advertising, but it's more difficult for them to copy what you do keep your customers coming back. The article you mention has some good ideas on little things you can do to serve your customers.

Truett Cathy (the founder of Chik-fil-A) talks about "second mile service". You already do the things to meet your customer's expectations, but what are the things you're doing to go the second mile? To this day if you put a McDonalds or any other fast food place next to a Chik-fil-A, I'm going to CFA. They both sell chicken sandwiches, but there's something different about the CFA experience. They must be doing something right!