Archives July 2012

Granite Countertops Marketing Strategy

Granite Countertops Marketing

Granite Marketing


Granite Countertops Marketing Strategy

The market for countertops has changed and it has changed very fast due primarily to the reduction in available work. We the sharp decline in new construction, the availability of diverse and green products as well as an influx of fabricators it’s not good enough that your fathers father started your business and you do really good work. People on all level of the income scale are pinching pennies and ensuring that the dollar goes just a little bit further.
Granite is still and will remain as the top product selected for countertops due to the qualities inherent in the product and the unique sense of individualism that comes with it. Our fight is not really with the other products in the space.  It is with each other and people moving into our territory and creates these price wars.
In this article I will talk about how we can compete and how we will maintain a level of business that you control. That you can build your granite business or any business on.
Referrals Vs Advertising – Hands Down referrals are better than adverting customers. This day in age with online reviews and social media the opinion of one no longer really has that much power. A good referral is only going to take you so far. I find that people are referring less and less. Even myself I told a neighbor that I had a certain heating company over and they look professional but within 7 days my furnace was out- again. From that experience and that I referred them I tend to think twice before I recommend a company to others.
Perceived Value – This is a very important aspect of marketing your business. You want to create the greatest perceived value of the products and services that you offer. What this means is that you want to target the customers that you want with your offers.  The strategy that I like the best is to offer more colors, more edges, and more sinks for slightly more than the other guys that
Pricing strategy – We have many examples of ways to work the pricing strategy into your local market place. It’s all about creating perceived value through your quality service and value. You may see some competitor ads as these crazy low prices and wonder “how can they possibly be that cheap” – its about creating and managing expectations. What is included in the price will be


Some example pricing strategies
Per SF Pricing
Potiential SF
40
40
40
Price Per SF
29.99
39.99
49.99
Template
150
150
150
sink cut out
150
150
150
tear out removal
150
150
150
TOTAL
1,650
2,050
2,450

/SF value of sale
$41.24
$51.24
$61.24
Package Pricing
Up to X Square Feet
40
60
80
Package Price
1,499
2,199
2,999
Template
150
150
150
sink cut out

150
150
150
tear out removal
150
150
150
TOTAL
1,949
2,649
3,449
/SF value of sale
$48.73
$44.15
$43.11
Installation Goals - coming soon
Growth - coming soon
The Internet Customer - coming soon
Why are we specializing in granite countertops?< /b> We fell into this niche after working with one client that had a business model and a goal and knew what he needed to do to get there. This was very rare so I took the opportunity to listen and execute on these customers goals. During this process I was able to fall back on my background as marketing director for a Special finance lead generation company where I managed a $250k / Month marketing budget where my job was to buy at $7 and sell at $25. This is a very simple directive but taught me a lot about how to grow a business and how to provide a lead generation service.
So I took my back ground and put it to work for this small town granite fabricator that just opened his doors in the middle of a recession. We had a small advertising budget to work with and I knew that this budget needed to produce results and fast.
I review the completion as did the owner and I knew that the website had legs because well I created it so it was just a matter of putting people on the site to see if we could put people in the store.
The big differentiator for the website was that all your answers were right on the first page. The offers / specials as well as the colors and links to the gallery were everywhere. The key to the success was to have a quality presence on the web with clear detail of the deals that were available and the customers should show up.
Well, they sure did! That next weekend was standing room only. I knew this was happening because I was watching the analytics and everything looked good. I knew that the phone was ringing because we implemented call tracking so it was just a matter of time.
I was really very fortunate that I was hooked up with the right guy with the right attitude and the right infrastructure and the right frame of mind.
All the pieces fell into place and he went from 2 kitchens per week to 6 in just 30 days.
Then we found the breaking point
System began to break down, Communication issues internally and to the customers began to deteriorate. We started to see inefficiencies in the process and the staffing. Based n this some adjustments were made to the way the business was being run and to the staffing as well as a few other processes and bam back in business.
Over the next 2 years that we were conducting this pilot program we studied this business very closly. We learned many facets of the business that controlled or hindered growth. The business based on infrastructure changes and ownership changes continues to do 60-70 countertop installed per month doing close to 2 million in sales in this economy.
This is all done with the proper use of perceived value.
FireUps® is the granite and natural stone installer’s source for instant exposure to local and national markets with strategically Targeted Online Marketing Campaigns and proven Web exposure. FireUps® provides local online marketing services for the small to medium sized granite surface installers with a focus on the proven results that will increase your bottom line. Our teams expertise in direct to consumer marketing is second to none, and we want to share how we can help ensure your business is found by the pro-active customer who is searching for counter tops made from granite, stone, marble or other stone surfaces. Just the niche product or services you provide!
FireUps® will put your counter top product, installation service and surface remodeling company on the virtual map and generate a buzz that you could never have imagined. We focus on maximizing your return on investment through a clear understanding of your business objectives and by translating your value proposition to your customers! If you want to do more granite counter top installations tomorrow, partner with FireUps® TODAY! 603 617 3877

Granite Countertops Marketing Perceived Value Strategy


Granite Countertops Marketing

Perceived Value Strategy


Granite Marketing Perceived Value Strategy

In this article we will talk about creating perceived value and what does that mean to the granite countertop fabricator. How can we compete in the ever changing and competitive market place?
I just got off the phone today with a guy that feels like it’s all over. He just wants to do a good job and get the $40 dollars a square foot and be done with it. I don’t want to play games he says. The truth of the matter is that the stone fabrication market is maturing. That it is becoming important to understand how to market your products and service and to compete for the available jobs. The economy has put a strain and has reduced the amount of work available.
This does not mean that its over –this just means that it is different. We will show you how we help you create greater perceived value. We work with fabricators all over the country and this is not our only trick. This is just part of how we can help you get more than $40/Sf in a 29.99 market.
Perceived value - Definition
A customer's opinion of a product's value to him or her. It may have little or nothing to do with the product's market price, and depends on the product's ability to satisfy his or her needs or requirements.
Each customer will have a set of values that will fit their needs. If I don’t have a sink in my project a free sink has no value so there for your offer for a free sink does not increase your chances of getting my project. I need my tops done before the big party next week and you offer 3 business day turn around. This just increased your chances of getting my project. These are examples of perceived value and how they affect the chances of the consumer contacting you.
Basically the customer is looking for the greatest perceived value and that’s what is driving this new economy. With that said we know that in order for the box store to stay in the countertop business they need to make some kind of profit so we can approach this a couple ways.
Put out an offer like 29.99 on 3-5 colors (not very popular colors – closeouts etc.)
Lets talk about fee structure – Gone are the days that the customers are lining up at the door willing to pay you any price to do the stone work for them. To be competitive we remove some of the fees from the square foot pricing to ensure that you are able to market a competitive price and continue to maintain a good margin. You need to be prepared to do some volume and know what that volume is. The kiss of death is to start closing deals and not be able to keep up with the work. How do we get $40+/SF in a $29.99 Market? Look at this fee structure.
Fee structure:
Template fee – This fee is for the man hours/gas and consumables to template the kitchen – this will cover your advertiing costs and will not be hard to explain to the customer. This fee is nonrefundable
(Suggested value $150)
Sink cut out fee – Not all kitchens require this so we have a separate fee associated to the sink whole and the faucet wholes
(Suggested value $150)
Demo and removal fee – The consumer could save a buck or two here
(Suggested value $150)
Now let’s look at 2 pricing models and how we create perceived vale
So we have 2 pricing models I like /SF pricing better but its your call.
Per SF Pricing
Potential SF
40
40
40
Price Per SF
29.99
39.99
49.99
Template
150
150
150
sink cut out
150
150
150
tear out removal
150
150
150
TOTAL
1,650
2,050
2,450

/SF value of sale
$41.24
$51.24
$61.24
Package Pricing
Up to X Square Feet
40
60
80
Package Price
1,499
2,199
2,999
Template
150
150
150
sink cut out
150
150
150
tear out removal
150

150
150
TOTAL
1,949
2,649
3,449
/SF value of sale
$48.73
$44.15
$43.11
Based on the above price matrix you can see how we can put you in market at $29.99 and get your $41/SF Now add to this a 5 day turnaround from template and your perceived value just went through the roof.
Then it’s up to me to get that in front of your local customers and see how they bite.
To address the money concerns...
10 free leads – You sell one – That’s at least $500 in new profit plus the template fee and that’s $650 reinvest that into leads - that should generate 20 +/- more leads at 1 in 6 closing ratio - that’s 3-4 more sales and $2100-2700 more profit
It pays for itself very quickly.
FireUps® is the granite and natural stone installer’s source for instant exposure to local and national markets with strategically Targeted Online Marketing Campaigns and proven Web exposure. FireUps® provides local online marketing services for the small to medium sized granite surface installers with a focus on the proven results that will increase your bottom line. Our teams expertise in direct to consumer marketing is second to none, and we want to share how we can help ensure your business is found by the pro-active customer who is searching for counter tops made from granite, stone, marble or other stone surfaces. Just the niche product or services you provide!
FireUps® will put your counter top product, installation service and surface remodeling company on the virtual map and generate a buzz that you could never have imagined. We focus on maximizing your return on investment through a clear understanding of your business objectives and by translating your value proposition to your customers! If you want to do more granite counter top installations tomorrow, partner with FireUps® TODAY! 603 617 3877

FireUps® is the granite and natural stone installers source for instant exposure to local and national markets with strategically Targeted Online Marketing Campaigns and proven Web exposure. FireUps provides local online marketing services for the small to medium sized granite surface installers with a focus on the proven results that will increase your bottom line. Our teams expertise in direct to consumer marketing is second to none, and we want to share how we can help ensure your business is found by the pro-active customer who is searching for counter tops made from granite, stone, marble or other stone surfaces. Just the niche product or services you provide!

FireUps® will put your counter top product, installation service and surface remodeling company on the virtual map and generate a buzz that you could never have imagined. We focus on maximizing your return on investment through a clear understanding of your business objectives and by translating your value proposition to your customers! If you want to do more counter top installations tomorrow,
partner with FireUps® TODAY! 603 617 3877

Why does the first page of google not matter?

The first page of google does not matter if ;

  1. your message in the copy in the SERP is not relevant and does not contain greater perceived value than the other listings. 
  2. If your website looks like its out of the 90's
  3. If you don't have a clear call to action
  4. If you don't answer the questions of the potential customers and fast

We actually have many page one rankings for targeted keywords and we have seen that its not that you are on the first page that really matters. If you achieve first page and your bounce rate is high you will see that your time on the first page will be short lived.

So SEO in an of itself is not worth it if your only objective is to reach the first page. You need to have a page this provides value and in-turn will drive more business for you in order to maintain that position.

Provide answers that the customer is looking for and you will be rewarded with first page and more business.

FireUps® is the granite and natural stone installers source for instant exposure to local and national markets with strategically Targeted Online Marketing Campaigns and proven Web exposure. FireUps provides local online marketing services for the small to medium sized granite surface installers with a focus on the proven results that will increase your bottom line. Our teams expertise in direct to consumer marketing is second to none, and we want to share how we can help ensure your business is found by the pro-active customer who is searching for counter tops made from granite, stone, marble or other stone surfaces. Just the niche product or services you provide!

FireUps® will put your counter top product, installation service and surface remodeling company on the virtual map and generate a buzz that you could never have imagined. We focus on maximizing your return on investment through a clear understanding of your business objectives and by translating your value proposition to your customers! If you want to do more counter top installations tomorrow,
partner with FireUps® TODAY! 603 617 3877

Local Granite Advertising Solutions

I was looking at my competition just today and realized our process is not being touched by our competition. Everyone is very careful with their words and skating around actually saying they will produce any results.
Maybe we are "taking for granite" that we already have first page results for many of the keywords that you would want for your business and that when you use our service you benefit from this results from day one.
What they are not telling you is that even when they achieve this result it does not mean that you are going to see any more business. The business leads that you generate are not a product of you being on the first page of the search engines. It is a product of your ability to create greater perceived value. To know what your audience is looking for and to address these needs with the best of your ability and to shorten the sale for you.
You basically want your sales people taking orders. 


We talk about sales and results with you. We talk about ROI on actual business generated. 


We do this in DAYS not months. 
So what sets us apart?

  1. We focus on the user experience
  2. We provide the consumer with solutions and answers to common questions
  3. We make it easy fro the customer to choose to work with you
  4. We work with you in your process.
  5. We work with granite fabricators all over the country and bring solutions to you.
  6. We know if you are going to be successful in the first few days.
Check us out www.fireups.com
877 877 1916
We look forward to working with you.

FireUps® is the granite and natural stone installers source for instant exposure to local and national markets with strategically Targeted Online Marketing Campaigns and proven Web exposure. FireUps provides local online marketing services for the small to medium sized granite surface installers with a focus on the proven results that will increase your bottom line. Our teams expertise in direct to consumer marketing is second to none, and we want to share how we can help ensure your business is found by the pro-active customer who is searching for counter tops made from granite, stone, marble or other stone surfaces. Just the niche product or services you provide!
FireUps® will put your counter top product, installation service and surface remodeling company on the virtual map and generate a buzz that you could never have imagined. We focus on maximizing your return on investment through a clear understanding of your business objectives and by translating your value proposition to your customers! If you want to do more counter top installations tomorrow,
partner with FireUps® TODAY! 603 617 3877

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