Provision of sanitary services. Creative plumbing advertising: description, ideas and reviews How to open your own plumbing services business
Stores offering plumbing often face the problem of selling their goods. This is not surprising, because plumbing is such a product that changes extremely rarely, only in the event of a complete failure, repair or construction of new buildings. Also, plumbing equipment can be changed during the reconstruction, improvement of premises.
It is necessary to advertise a plumbing store in various ways, which include placing ads in areas of new buildings, printing products, distributing leaflets, direct mailing. Sometimes cooperation with repair organizations, private companies involved in the installation of equipment, laying tiles gives an excellent result. After all, having started repairs in the bathroom or in the kitchen, many seek to change the plumbing at the same time. It is even possible to work directly with such teams, offering free installation of any equipment purchased from you. Of course, this can be included in the cost of the technique to ensure payback.
Related products and services in the sale of sanitary equipment
It is also necessary to offer customers all the equipment necessary for installation, to have the necessary components, materials, tools. This will help a person quickly make a choice, eliminate the need to look for the right parts or materials in other places.
Initially, free installation may be at a loss, but this will allow you to develop a base of customers who will recommend your organization to their friends. A kind of viral advertising is formed, which is distributed with the help of rumors and positive reviews.
It is useful to give the opportunity to make purchases in installments. After all, those who are engaged in repairs are always limited in costs, so people will prefer to make purchases in the store where their problems are taken into account.
One of the great ways to promote your product is to enter into contracts with large organizations, for example, with hospitals, schools, commercial institutions, new buildings that require a large number of sanitary equipment.
Plumbing store website as a source of promotion
It is also necessary to make your own website, where there will be a catalog of equipment, with photographs, a technical description of each model, with a convenient search line where you can enter the required data.
Another important way to advertise a plumbing store is to conclude an advertising distribution agreement with public utilities. All tenants who experience a leak or breakage, plumbing failure will receive information about exactly where they can get the new equipment they need, as well as services for its installation.
When opening your plumbing store, you should understand that if at the very initial stage you pay special attention to advertising the business, and therefore spend a significant amount of money on it, this will make it easier to get a stable profit in the future. Let's figure out which plumbing store advertising is the most effective, and which one is better not to spend time, effort, or money on.
What does active plumbing advertising mean?
Polygraphy.
To begin with, you should order business cards with lamination from the printing house (about 1000 pieces), which will indicate the name of your plumbing store, contact information, website address or the name of the community on the social network. It is desirable that the first business cards be discounted (3-5% discount on plumbing), this will allow you to get regular customers. Then you need to print glossy color A5 booklets (about 10,000 pieces), which should be distributed in the mailboxes of nearby houses. Advertising posters in A3 format (approximately 500 pieces) should be pasted at stops in your microdistrict. Do not skimp on poster design - if you do not work with Photoshop yourself, it is better to contact a designer.
Advertising of a plumbing store should always be in front of your eyes, so it is recommended to stick flyers on special bulletin boards in the elevators of houses in the next four or five microdistricts. This method of informing should not be ignored, and the help of a design project development specialist should not be neglected.
Receipts of Teplovodokanal, HOA.
This method involves you supplying the utility with paper that has your promotional offers printed on one side. If you can negotiate with these organizations, then your plumbing store advertising will be especially effective. Apartment owners will receive monthly receipts printed on the back of your outlet. This is a great success, since people keep payments for at least three years, which means that the necessary information will always be at hand.
After reaching an agreement, your plumbing store advertising will move to a new level. By paying for this order, it will be possible to refuse one of the previous items, for example, leaflets in elevators or posters at bus stops, which will save you money and expand the circle of potential buyers.
If possible, it will not be superfluous to order an advertising page in a periodical with a large number of copies produced. However, one must be prepared for the fact that such an advertisement for a plumbing store can be very expensive.
A banner is an advertising medium that has a large consumer reach. It is a PVC mesh or advertising canvas, which is fixed on the facade of the building. Banner fabric is strong and durable, resistant to external influences such as sun, wind, snow, rain. The main advantage of this type of advertising is that the banner has a non-template format, that is, it can be made according to the parameters ideally suited to the customer. The image can be applied using self-adhesive films or using large format printing. First, a metal frame is installed, and then an advertising canvas is attached to it.
Banner printing is a good replacement for paper printing. Despite the fact that this is a more expensive type of advertising than flyers or posters, the image on the facade of the building will last much longer. You need to spend money once so that the banner performs its functions for two or three years, without losing the information content and brightness of the picture. Plumbing store advertising in the form of a banner will attract customers, inform about new offers, show the direction to your outlet.
your store is located near crowded roads and streets;
your products have a wide reach among consumers;
you want customers to quickly find your outlet.
Before you order a banner, you should consider its design. It should be something creative and informative. Text information should be concise and understandable. An excess of unnecessary details will annoy potential customers; to avoid this, it is better to limit yourself to the name, slogan and contact information, which will not take much time to read. A well-chosen place will attract new customers and strengthen the image of the company.
Originally submitted information about the proposed sanitary products, printed on a large banner canvas, is suitable for image advertising and for expanding the circle of customers.
It is necessary to make sure that the film is well attached to the surface of the transport and subsequently does not peel off. Even if the plumbing car advertisement is well applied to the car, but the film was chosen incorrectly, then the advertisement will move away on bumps or rivets. This is to be expected if a monomeric calendered film has been chosen, which can only be used on a straight, flat surface. This is because there is "film memory", that is, the sticker will tend to return to its original position sooner or later. However, this problem will bypass you if you choose cast film.
Since all cities have a TV newspaper, you can use this method to post information and run ads every Friday and weekend.
You can spend money on a full-fledged video, but be aware that advertising plumbing in this way will require too much spending. Most likely at the very beginning of the journey you will not be able to afford it. After all, in addition to the cost of the commercial, you should also pay for the airtime.
Don't underestimate the radio as a marketing tool for your plumbing store. The main advantage of such advertising is a wide coverage of the audience. A potential client can hear radio advertising anywhere - in stores, entertainment centers, in the office, on the way to work, in a fitness club, beauty salon, and even at home.
Plumbing advertising on the radio has many advantages - mobility, accessibility, cost-effectiveness. But there is a significant drawback - the lack of an image. Therefore, you should think carefully about the text, the voice of the broadcaster and the background music so that your audio clip gets the desired effect and attracts buyers.
fans of radio stations (45%);
radio fans (35%);
lovers of music programs (11%);
people who listen mainly to news broadcasts (9%).
Large audience (more than print media). In terms of efficiency, it is in second place after TV, but in terms of coverage it can compete with it.
Audience segmentation is possible. As a rule, people prefer one or two radio stations and several programs. If you place an advertising message during a broadcast with a narrow circle of listeners, then the impact will be on this particular segment of listeners.
Mobility. Listening to the radio, you can do various things: drive a car, clean or cook, work in the garage or relax in nature.
The main group of radio listeners are motorists. That is, they are the most expected target audience.
No image. The presence of only sound information, without a visual representation, makes it impossible to see the subject of advertising. Therefore, you should thoughtfully and competently compose a message, assess how understandable it will be for the audience, carefully select the background music and the announcer with a suitable voice timbre.
Participation in exhibitions and fairs.
Exhibitions and fairs provide an opportunity to:
show potential customers and partners the capabilities of the company;
establish contacts with suppliers and buyers, conclude cooperation agreements;
demonstrate the offered product to the media representatives and enlist their informational support.
How Passive Plumbing Advertising Works
Plumbing shop sign.
The sign should be large and noticeable, regardless of whether you have a large plumbing store or just a department in mall. In this case, you can not save, but buy a neon or LED sign. It has a high cost (from about 30,000 to 50,000 rubles), but by attracting buyers, it will quickly pay for itself.
Pillar.
A mobile street pillar installed on a busy highway will make passers-by slow down and pay attention to your plumbing store.
Word of mouth radio.
The most reliable, effective and absolutely free form of advertising. Satisfied with the quality of goods and the responsiveness of sellers, buyers will begin to recommend your plumbing store to their friends and acquaintances. However, you will have to be patient: in order for word of mouth to work as it should, about six months should pass. During this time, the main thing is not to spoil the reputation of your outlet.
Do not raise your voice, even if the client is wrong, agree to a return, exchange of goods under warranty. Once having received a benefit, without going towards the buyer, you will lose profit in the future. An angry and dissatisfied consumer will tell his colleagues and acquaintances at the first opportunity that it is better not to go to your plumbing store. And then the word of mouth will turn against you, and this cannot be allowed.
What non-standard ways of advertising plumbing can be applied
Such advertising includes everything that did not fit the above methods. For example, a sales receipt with a company logo and a website. Each buyer receives a check, it is kept for a long time as a document guaranteeing the return or repair of goods, so information about your plumbing store will be with the client for a long time.
coupons are coupons that give the consumer a bonus in the form of a discount when buying a specific plumbing fixture or when purchasing it under special conditions;
gifts - goods that are given free of charge or for a small fee as a reward when purchasing products from a predetermined list;
a product at a reduced cost - information about a change in the regular price down is placed on the packaging or price tag;
encouragement of regular customers - these are monetary or other bonuses that directly depend on the level of consumer commitment to a particular store;
joint incentives - several companies or brands unite, offering discount coupons, souvenirs and other bonuses;
guarantees - a documentary or oral guarantee of the seller that the product will function stably for a certain period of time, and in case of a breakdown it will be subject to repair, exchange for a product with similar characteristics or the store will refund the money;
product presentations are performances, shows, seminars in order to additionally attract buyers or partners;
prizes (lotteries, draws, contests).
Advertising plumbing on the Internet
YouTube video hosting is the most popular in terms of number of hits, followed by a GIS mapping firm, local portals, site directories, bulletin boards, forums and price aggregators.
Advertising on YouTube
YouTube video hosting allows any Internet user to create their own personal video channel. You can build an advertisement for your online plumbing store in this way:
conduct regular video reviews of goods from the store or video instructions for the installation or use of this plumbing. It's good if you include your link in the annotation. This will help the buyer, who is interested in the information, go to the address on your site, to the section dedicated to the assortment of the store or contact information. The name of the link will depend on your imagination;
link from home page video channel. You can add icons to your YouTube channel page that link to your website and communities in in social networks. So it will be easier for users interested in your video to go to the address. A well-designed, original icon will attract new customers to your online store.
The advantage of advertising on the Internet through YouTube videos is that you get a ready-made target visitor. The user has watched the video review, read the instructions for plumbing and is ready to buy your product, he just needs to go to the site and find out the details of the purchase.
Advertising on the electronic map of the city
If your organization that sells plumbing has a physical address, such as a retail outlet or an order pick-up point, it is recommended that you place the company information on an electronic city map. To do this, you can turn to the 2GIS system, Google Maps services, Yandex Maps.
Advertising on bulletin boards
You can pay attention to the so-called bulletin boards. These are portals that publish products and services offered by users (for example, Avito). However, these ads advertise specific products, not online trading platforms, but you can post a message about the sale of sanitary ware and leave a contact phone number.
Advertising by buying links in articles
If you find a good site on a topic similar to yours (for example, plumbing) with high traffic and write high-quality selling text, then this link can attract new customers.
contextual advertising
For an online plumbing store, this type of advertising is one of the main ways to attract customers. Contextual advertising means that your ad will be visible only to Internet users who are interested in a particular direction. It works like this.
First you need to conclude a user agreement with an advertising network, for example, Yandex.Direct or Google AdWords.
Then you should compose the text of the message, if necessary, add pictures.
Set the conditions for the appearance of the ad and the planned costs for promotional activities.
In the settings, specify to whom, where and when to show your message.
After that, activate the impressions and start meeting new buyers.
Advertising in sales aggregators (with cost per click)
The essence of this method is that you create a mini-version of the store on the platform of the aggregator site. The sales aggregator is a shareware resource. As a rule, the free plan has restrictions on the number of products that can be placed on the site, but it is allowed to publish a link to your site. To take advantage of this resource, you can post one sample from each product group to give the customer an idea of your firm.
Yandex.Market is one of the most commonly used paid sales aggregators with advanced functionality. On this resource, you can place a complete catalog of goods and pay money only for the transition of consumers to your online plumbing store.
Advertising banners on websites
Many Internet portals place your advertising banner for a fee. For the greatest effect, you should choose a resource that is close to your subject. For example, if you have a plumbing store, you can agree to place your banner on a site dedicated to construction or repair.
Advertising in directories of sites and online stores
Use catalogs of sites and online stores to register your plumbing company. A small part of visitors may come from these resources. The advantages include the fact that you do not have to pay for this type of advertising.
Advertising on the forums
A reliable way is hidden advertising on forums corresponding to certain topics. Not best solution there will be a thoughtless distribution of the contacts of your site in messages to their participants. Start actively communicating, gain popularity among the audience, give practical advice. But when they begin to listen to your recommendations, then you can carefully offer the store where you bought a certain plumbing and were very satisfied. Do not insist, act carefully, it will bring more customers than aggressive advertising.
Advertising in social networks
Social networks today are an excellent platform for increasing their competitiveness, and, accordingly, profits. In addition to creating a community that informs and offers products from your store, you can communicate in other groups, post a link to your online plumbing store website, recommend a product, or listen to unbiased wishes and feedback from potential consumers.
Advertising by E-mail mailing
Sending emails is another free way to advertise your online store or product offerings. You can either create a group of registered visitors to your site, or select contacts of firms that may be interested in your offer from the relevant electronic catalogs.
Advertising on city Internet resources
On city information sites, you can probably buy a place for your plumbing ads for a couple of months. If your locality has portals about construction and repair, then the effectiveness of advertising will increase significantly.
Own website (business card website or online store)
On such a site, all offered products with photos, descriptions, and a convenient search should be displayed. You can’t save on the site, this is a one-time investment, but the better SEO promotion is carried out, a clear menu is made, competent design, the faster your online plumbing store will become popular.
Plumbing advertising without the offer of related products and services will be incomplete
For the full functioning of the plumbing store, it is recommended to include in your assortment the appropriate products for the installation of equipment, to sell all components, tools, materials. This will speed up the choice of a person, eliminate the need to look for what is missing in another store.
Initially, free plumbing installation will bring you certain losses, but it will help create a circle of buyers who will advise your company to their friends and colleagues. You will get the effect of viral advertising, spreading with the help of rumors and positive reviews.
Sell goods in installments whenever possible. Get in the position of people who make repairs, spend a lot of money and are therefore limited in funds. You will receive a stream of customers who have chosen more expensive than planned plumbing in installments, will pay it for a couple of months and remember your store, which was attentive to their problems and went forward to solve their problems.
You should look for the possibility of signing contracts with institutions (for example, clinics, kindergartens, schools, organizations, construction companies) that need a large batch of plumbing.
Also, an important way of advertising will be the signing of contracts with utilities. Plumbing store advertisement received from the utility will inform residents who have had a plumbing accident where they can purchase necessary equipment and receive installation services.
Collaboration with repair companies, companies that make installation of equipment, sometimes turns out to be very useful for a plumbing store, since after starting repairs in the bathroom or in the kitchen, almost everyone wants to replace the plumbing equipment. You can work with repair teams to offer free installation of appliances purchased from your store. To avoid losses, the cost of this service may be included in the price of plumbing.
Plumbing advertising from wholesalers
Many wholesalers provide promotional support to their customers, offering outreach assistance. For example, this is what the SantekhStandart company does, whose information and advertising offers are aimed at developing consumer services. Employees of the advertising department of this organization create promotional products with trademark emblems to establish strong ties between the official representatives of "SantekhStandard" and consumers. "SantekhStandard" offers to buy the following promotional products of "SantekhStandart" plumbing.
1. Printing products:
product catalog containing detailed information about technical description, properties and types engineering plumbing"SantekhStandart";
information booklets dedicated to all brands.
2. Registration of points of sale:
information desks for all plumbing brands;
posters for all brands.
3. Souvenir products:
ballpoint pen "SantekhStandard";
corporate package "SantekhStandart";
flash drive "SantekhStandard".
Company SantekhStandard has been a supplier of engineering plumbing in Russia since 2004. Cooperation with SantekhStandard provides the following benefits:
quality products at reasonable prices;
constant availability of products in stock in any quantities;
conveniently located warehouse complexes in St. Petersburg, Moscow, Novosibirsk and Samara;
free delivery in St. Petersburg, Moscow, Novosibirsk, Samara, including to transport companies;
delivery of goods to the regions through any transport companies;
individual approach and flexible work with each client;
discounts and various promotions for regular customers;
certified and insured products;
trademarks registered in Russia, which is an additional protection against low-quality fakes.
Specialists of the company "SantekhStandart" are ready to help both individuals and companies choose plumbing. All you need to do is call:
Do you think it is possible to find clients for plumbing services on VKontakte? It would seem difficult to understand who to tune in to. It seems that everyone has plumbing, but it is not clear who needs repairs.
In this case, we will talk about setting up targeted advertising in a very specific niche for promotion in VK: Plumbing. After discussing the details of the advertising company with the customer, it was decided to lead the traffic to a group:
A task
Because plumbing works and services are not the most successful niche for promoting Vkontakte (contextual advertising mostly works, when any breakdowns occur, people are more likely to look for performers through search engines).
The task was to attract new subscribers to the group, who could later become potential customers. And also, increase the number of orders from the community during the month.
CA:
When analyzing the subscribers of the group, it was revealed that more than 70% of the subscribers are women, aged 27 and older. Of course, the purpose of the advertising campaign was to attract customers with orders from 5,000 thousand rubles, and this is mainly complex work on the replacement and installation of new plumbing, pipe replacement and installation of new heating radiators.
Thus, several target audiences for the test were identified:
- Audience of competitors;
- Beginners\active in the "Kitchen to order" communities;
- Plumbing, bathroom renovation, bath tile communities;
- Members of the city's new building communities.
Work:
After parsing active and newcomers, the target communities were identified, in which the target audience is located. These are various news publics of the city, according to which the target audience was also filtered by gender and age.
How to write a plumbing ad
Based on the fact that the advertising campaign was launched in September, before the start of the heating season, it was decided to test ads on this topic.
Thus, one of these ads became the most clickable. Below are examples of the best ads and text for advertising plumbing services:
CTR 0.873%. The cost of the transition is 8.3 rubles.
CTR 2.686%. The cost of the transition is 3 rubles.
Summing up
We managed to attract a new audience to the group, the average cost of a subscriber was about 30 rubles, 7 orders were received (usually, from VK there were 0-2 orders per month). We managed to reduce the average cost of a click by 32% compared to the customer's first advertising company, which he set up on his own (the average cost of a click was 15 rubles). I hope it is clear from the case how to find clients for a plumber or a company that deals with plumbing work.
Unwilling to wait any longer from the employer to raise wages, construction and utilities specialists hope to find an alternative to them in the field of private services. Why would a master plumber, electrician, plasterer-painter and tiler need to support a director, and a bunch of freeloaders, with his entire office, if he can receive money from a client in his pocket without them. That's what I once thought, but I was very surprised to learn that the private services market does not want to meet me with open arms. Not immediately, but I succeeded and became a wealthy person. I have no problems with profitable orders, and how I achieved this, I will try to tell you now.
Ways to find a job, which is better not to use
I am a plumber. Qualified and experienced. I decided to inform my potential clients about this in a way that is quite familiar to everyone. Having printed the offers of my services on the sheets with my phone numbers, I pasted the leaflets on the entrances of multi-storey buildings, in the expectation that the person who needs to install a toilet bowl or change the faucet will pick up the phone on the go and call. The result disappointed me and I concluded that similar ads do not attract the attention of potential customers. I also tried other notification methods.
Announcements on the entrances give a small effect, but for the first time it will do
Some of them deserve your attention, and I still use them today:
Having ordered a laminated color ad 10x20 cm, on an adhesive basis, from the printing house, I began to paste them in the entrances on the doors of power cabinets. Due to the fact that such an ad can hang for years, sooner or later they work and the costs pay off;
I also had to order business cards there, where under my name and phone number, I placed a list of typical services. After each call, I always give the owner a couple of these business cards. Some clients look for craftsmen by sorting through business cards in a business card holder;
Feeling a little bewildered by my lack of demand, I began to periodically place ads in local newspapers. The result did not please me. I concluded that the classifieds section is read by a limited circle of pensioners who turn to a plumber in extreme cases, and even with an unprofitable order, such as a clogged sewer.
The most profitable customers are looking for a locksmith on the Internet
Persistently advancing towards the goal, I turned my attention to the information resource that attracts everyone's attention today. There are many advertising sites for free ads on the Internet, such as Avito, My Advertisement, From Hand to Hand, etc. I decorated many of them with my ad, paying for its promotion to the top lines of the site. As it turned out, it was financially justified. Orders began to appear more or less regularly, and became more profitable. Along with my growing respect for the Internet, I became more and more advanced user, and quite naturally the idea of creating my own site arose in my head. Having discovered the talent of an amateur programmer in myself, I made a quite tolerable website with my own hands, rolled up my sleeves, and filled it with SEO content. Now Beardach's blog has become popular, and my beard has become his trademark. But fighting for the first places in the browser's search lines is troublesome and takes a lot of time. The creation of sites that top the list is the work of a team of authors, and not loners who sit down at the computer after a hard day's work, with a glass of beer in their hands.
You have an idea to start your own business, but don't know where to start. A whole site of business ideas at your service. Lots of business plans to start a small business with little investment.
Your blog and contextual advertising
Can be for months relink your site, fill it with keywords, but never include it in the top ten lines. I preferred the other way. Dedicating your time to your core professional activity, I prefer to pay search engines - Yandex and Google for contextual advertising. To save money, I only pay to promote my blog to the top search bar when I run out of orders. As a rule, the result follows instantly, and my workload is no longer a problem for me.
Most orders come from the Internet
200 rubles - Google;
300 rubles - Yandex;
450 rubles / month, for promoting my ad on Avito;
150 rubles / month, for blog hosting.
To some, these costs will seem excessive, but the level of my income has increased dramatically. I have taken place as the breadwinner of the family and I can afford what I dreamed of. Now, I filter orders, choosing only the most profitable ones. The price of my services has also changed in a favorable direction for me. Of course, I don’t think that you, my colleagues in the shop, plumbers, electricians, tilers and plasterers, are “on you with the Internet.” But if among your friends or family there are advanced users of the World Wide Web, my example may be useful to you.
Good day! Today I gathered quite close to me in spirit - this.
The fact is that it is from this type of activity that I am. Yes, you may not believe it, but I once provided plumbing services to the population and I know this business as they say from the inside.
Registration of a plumbing business
In general, to be honest, when I started to provide plumbing services, I did not register my business in any way, but worked through the company of an acquaintance like a covenant.
To register your plumbing business, several forms of ownership are suitable:
- IP(). This form of ownership should be chosen if you are going to provide plumbing services only to private (individual) persons;
- OOO (). This form of ownership is perfect for serving both individuals and legal entities. According to my business practice, I can say that legal entities are more willing to conclude contracts with LLC than with individual entrepreneurs. It seems like it is considered that an LLC has a higher image, although an individual entrepreneur has all the same rights.
Which form of ownership to choose for your plumbing business, of course, you choose.
When registering a business, you must specify the following type of activity:
OKVED 45.33 Sanitary and technical works
This type of activity allows you to carry out all types of plumbing work.
Choice of taxation for plumbers
As for taxation, everything is not so simple:
- You have opened an IP and provide plumbing services individuals, then you choose, in the future this tax can be reduced by which the individual entrepreneur pays for himself and the amount of tax will be simply minimal. If you decide to provide plumbing services for legal entities, then you will need to additionally open (income), in this case you will have to keep separate tax records;
- If you have opened an LLC, then for the provision of plumbing work, the best taxation would be USN 6%. In addition to this special mode, you do not need to open anything else.
