How To Market Your Garage-Door Business in Tough Times

The entire nation seems to be obsessed with one thing (aside from the election): our looming recession. The U.S. media covers the matter non-stop, seemingly changing consumer spending habits by suggestion alone. And now, your garage door business — along with thousands of other home-improvement companies — must get creative with marketing.

So, what should you do? Make marketing and promotion a key element of your success plan, and become more aggressive about going after customers. I was recently at a big-box home retail center, and there were lines of people buying products for their homes. Consumer spending may have slowed, but people are still spending money. No doubt some markets are slower than others, but the farming community is flourishing and New York City is having a building boom. There is business to be had out there and you need to go after it. Here are some tips that will help:

• Ask yourself what your customers need to do to their home — whether or not we’re in a recession. People will have home-improvement projects, and the replacement or repair of their garage door may be on the list. This is where your advertising comes in.

• Promote value, not price. Homeowners need to hear that a new garage door with a unique design will add value and curb appeal to their home.

• Promote personalized service, expert advice and guaranteed satisfaction, and make sure you are open when customers need to buy. That means offering weekend appointments and 24-hour emergency service. Make sure your company sticker (including your phone number) is on their garage door.

• Inform homeowners about the new garage-door designs available. A carriage-house door will add style and make their home stand out in the neighborhood.

• Go after the money. You know where the upper-income people live. Select an advertising medium that will help you reach this important target market.

• Contact the person in charge of the home and garden or real-estate market at your local newspaper, radio or T.V. station, and offer to give expert advice on the importance of garage-door design and how it can help people sell their home more easily. Selling homes is big news today, and they just might put you on-air or quote you in an article.

No matter what the news media say, be positive and get ready for the economy to improve. Now is a great time to capture market share. We have been through recessions in the past and the economy always comes back. Advertise, promote your business and get ready to reap the rewards.

Herb Gross is an advertising expert with more than 30 years of experience promoting hundreds of products and services, including garage doors and home improvement. He has appeared on NBC’s TODAY SHOW, in USA Today and writes articles for numerous trade magazines. For free advertising tips, visit www.herbgross.com. E-mail him at herb@herbgross.com or call 704.846.0199.