Just because the economy sucks doesn’t mean people are watching less TV or cutting back on technology in their home. It’s quite the opposite matter of fact. They’re purchasing more movies through downloads than ever before. People of all ages are addicted to endless streams of content, such as uTube, and Facebook. File sharing is ubiquitous and security concerns related to the Internet are at record highs.
You should to tie your services to the tireless pool of electronics and content sold. Let’s talk about a strategy that will enable you to leverage this hefty trend, specifically:
- Determine your value proposition
- Develop your message
- Get your story out
Determine your value proposition
Consumer electronics are on the rise and so should your business. With most everyone buying electronic gadgets today, you have a unique opportunity to integrate these gizmos into their homes.
Anyone can walk into an Apple store and purchase an iPod, or stroll into a Verizon center and buy a PDA. But here’s where you come in. Very few people can install an in-wall speaker and control system that distributes their music selection throughout the house. Nor can these same people configure their Palm to display images of their baby through a whole-house CCTV system. But if you asked them if they would like these features, most of them would say yes.
Recognize that you can greatly enhance their lifestyle by expanding the capabilities of sought after consumer electronics. Consider though, if you can’t sell it to yourself, you can’t sell to someone else. Believe in your own value proposition.
Developing your message
Your old message is not your new message. Now you need to develop a new story… and the target of that story may be different.
So who’s the target market and what’ the message? Consider people who already live in existing homes, not new homes. Their level of frustration and confusion with technology has never been higher. Kids are bringing home gadgets and parents like to participate in the technology, or feel the need to. Your target market is the entire family.
Identify what you can do for your customers and how you can maximize their investment. For example, draft an undeniable story about a gamming system that will keep children occupied. Or if your customers use their digital cameras often, create a completing message that lets them know they can convert their flat panels into digital picture frames that are elegantly framed.
Getting your story out
Today’s marketing mediums are different from several years ago. For example, Internet marketing has become an increasing important marketing tool. Once you commit to a specific marketing medium, utilize it to it’s fullest potential. If you publish a website, don’t publish a lame one that has bad photos. Add links so that someone can download your company brochure. Include a “Tell A Friend” button and provide the ability to sign-up for your e-newsletter which means you’ll need to send them.
Once you decide the marketing tools you want to develop, use images to illustrate how consumer electronics can be integrated into their home. For example, feature the iPod and whole-house music, or someone using a PDA to check on their children.
In summary, become a successful Electronic Systems Contractor by connecting the dots between consumer electronics and integrated home systems. Recognize the value you bring. Make sure everyone in the company also understands the value proposition. Your installers are one of your greatest sales and marketing assets. Make sure they are equipped with proper marketing tools, such as company brochures stashed in the trucks for when someone wants information on your services. Help them get your message out.
About Eclipse Marketing
Eclipse Marketing provides professionally designed and cost-effective marketing tools to electronics integrators. The company is a CEDIA, PARA, TechHome and NASBA partner. Leslie Stevens, President of Eclipse Marketing can be reached at leslie@eclipsemarketing,net or 949.363.5340. Visit Eclipse Marketing at www.eclipsemarketing.net.