Episode 1214 – Holiday Success Tips: Marketing, Bonuses, and More for Cleaning Businesses
How to Tackle Holiday Marketing Challenges
Mike Campion dove into a pressing topic for business owners: marketing strategies during the holiday season. With holidays like Christmas creating unique challenges, Mike emphasized the importance of tracking advertising trends. Online ads, especially Local Service Ads (LSAs), become more expensive from Thanksgiving through New Year’s due to heightened competition. He advised business owners to monitor performance closely and adjust their strategies based on data. Residential cleaning services can use this time to target clients overwhelmed with holiday activities, emphasizing the value of time-saving services.
The Debate Over Every Door Direct Mail (EDDM)
When asked about the effectiveness of Every Door Direct Mail (EDDM), Mike highlighted a crucial principle: focus on your audience and message before choosing a platform. He explained that while EDDM can work, it must deliver a compelling offer tailored to the audience. The key takeaway? Marketing success isn’t about the medium but about connecting with customers’ needs. Testing campaigns on faster platforms like Facebook can save time and money before committing to large-scale mail campaigns.
Navigating Christmas Bonuses
Another listener posed a common dilemma: how to transition away from Christmas bonuses. Mike urged business owners to be cautious when establishing traditions that could create expectations year after year. For companies looking to move away from bonuses, he suggested being transparent with employees about the change and redirecting funds toward team-building activities like holiday parties. By investing in meaningful experiences, companies can still show appreciation while avoiding financial strain.
Why Testing Your Strategy Matters
Mike underscored the importance of testing marketing messages before scaling. Whether using digital ads or physical mailers, businesses should focus on measurable results rather than time spent. He shared an anecdote about author Tim Ferriss, who tested book titles through ads to determine which resonated most with readers. This method saved time and ensured success by leveraging data-driven insights.
Final Encouragement for Cleaning Nation
As the episode wrapped up, Mike reminded listeners that growth comes from trying new strategies. If traditional methods aren’t working, it’s time to shake things up. Whether through better marketing, team management, or holiday preparations, owners of cleaning companies have the power to make impactful changes.
Enjoy the holidays, Cleaning Nation, and don’t forget to work smarter, not harder!