Whether you are just trying to get your painting business off the ground or have been established for a while but are seeking new clientele, your advertising may need a fresh approach. Today’s consumers are often interested in more than just getting the job completed–they want to feel they are getting the best quality for the best price and can often be swayed by concerns seemingly unrelated to painting service, such as environmental friendliness and community involvement. Creative advertising can include all of these factors to help potential clients feel good about choosing you for their painting needs.
CD Business Cards
Instead of handing or mailing out paper business cards or brochures, invest in CD-ROM business cards that add audio-visual elements to your advertising. Shaped CDs, available online and through some direct retail printers, can be the same size as regular business cards but offer a short video advertisement, portfolio or additional information. Include a video or photos of your best work on the CD, including before and after shots. Make sure to show that your workers clean up after themselves, leaving the client with a paint job that can be enjoyed immediately. Print a letter with a few additional photos that explains the contents of the CD and how to play it (some shaped CDs will only work in certain players, so check the specifications before ordering), then hand out the CDs and letters at events or use direct mailings to get them in the hands of potential clients.
Environment and Community
Concern for the environment is a hot topic these days, so if your company exceeds federal guidelines for disposal of old paint or has any other methods of protecting the environment from harsh chemicals, such as avoiding use of chemical paint strippers, be sure to note this in all advertising efforts, whether print, online, in person or over the radio. A great way to promote an environmentally friendly image while placing your company name in front of the community is to donate time to humanitarian efforts, such as painting Habitat for Humanity housing, volunteering to paint a local homeless or animal shelter, or even donating a portion of your profit to a good cause. If you choose to paint a local charity organization’s buildings, ask if you can take before and after photos and use them in your brochures, on your website and in other advertising efforts.
Partner with Local Businesses
In addition to volunteering for humanitarian efforts, make arrangements with prominent local businesses to paint their retail spaces for a reduced rate in exchange for advertising in their store. For example, you can offer to paint a locally owned grocery store in exchange for a business card-sized ad in the store’s weekly flyer or a banner on the wall of the store. If your painting business has a bit more flair, talk to the local amateur or semi-pro theater company or high school theater department, and offer to paint the scenery in exchange for ad space in the show’s program and a mention in the sponsorship announcement before the show. Keep in mind that theatrical painting differs from residential or commercial painting, so ask the company’s lead scenic artist to be on hand to offer advice, and make sure your employees work well with that person. In the ad you receive in exchange, be sure to note that your company painted the set, and if possible offer a discount for clients who bring you a theater ticket stub from the show. Note that professional theaters will not be able to do this as they are subject to union regulations.