A Campaign That Every Plumber Should Steal

Every plumber needs to be running a campaign like this one. Tyler Williams from Mammoth for Plumbers outlines all the aspects of a killer campaign that will build you a prospect list that will save your company when the times are slow. 

If you'd like help with your marketing stack, schedule a free consult if you're a plumbing company. 
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Find more marketing resources for plumbing companies of all sizes at Mammoth Marketing. 
https://mammothforplumbers.com/

Find Tyler Williams on Youtube:
https://www.youtube.com/@tylervideos

Tyler Williams is the Owner of Mammoth Marketing an agency dedicated to helping plumbers (Clients or not!) grow their business through new customer connections.

Transcript

SPEAKER_00 0:00

If you're a plumber or a home service company, this is going to be a really fun video for you to follow along with because I'm going to break down one of my favorite things to do, which is building out a campaign that helps you push your company forward. And so stay along for the ride because there's a lot of little loops and details that a lot of people miss. Let's get going. I'm Tyler Williams and I love to craft campaigns. It's one of my favorite things to do because it's where you take the business and you align it to the customer so that way they're all working towards a common goal. This builds goodwill, this builds awareness, and ultimately it starts to funnel you a list of prospects inside of your market that then become someone that you can target heavier in order to convert them to be using your company instead of the competition. That's the goal of this. This particular campaign is going to be all about aligning your business to goodwill, aligning your business to community. So let's go forward. Now, all of you have a service area. So we're gonna represent that with a circle. A lot of you are spending your money all the way through your service area and don't have the budget for it. What I want you to do is think about how you are going to target maybe one, two, three, possibly four different neighborhoods that have older homes that are going to need the work that you do, um, and have people with a certain economic status that can pay the prices that you need in order for your business to be relevant, you know, and around tomorrow. So that is your targeting, okay? Then what I want you to do is I want you to call your local food bank. Yes, we are doing a food bank related ad. I used to live in a market and did a lot of work for the local food bank in Fairbanks, Alaska. And they were, it was run beautifully. I loved the people there. But the thing about them is I got to see a lot of businesses do like food drives and things like that. I don't recommend you do just the basic food drive. What I recommend you do is you help the food bank by giving them power that they don't currently have, which is to collect cans of food. So what you're gonna do is you're gonna say, Hey, food bank, I wanna use my vans or trucks and I want to collect food and I will deliver them to you. And that's gonna be the mechanic, right? The food bank will usually be like, oh yeah, that sounds great. We would love it, right? Uh, because they don't always have the power to like go out and do this stuff. Another thing about this is if you want to do something other than the food bank, you can. Like all the concepts I'm gonna run over today, like you can swap out different pieces for different organizations, different methods. But I want you to be thinking about the overall strategy we're about to go over. So if you go to them, they're gonna most likely say, Yeah, sure, that sounds great for us. Now, so how do you communicate that to the greater market, to the people in these three neighborhoods? Meta ads. This is a meta ads campaign. So you're gonna use meta, okay? And what you're gonna do is you're going to run an ad to a prospect, and they're going, you're gonna try and make it compelling enough. That's why you're working with the food bank. You're gonna tell them, hey, you know what we're gonna do? Sign up, and we'll come and we'll collect all that food that's just been hanging out in your pantry that you don't know what to do with. Your family, your kids don't want to eat it, but there's somebody out there who does have a need for it, and we can help you fill that. Because we're working with the local food bank, and we are going to try and solve this problem in our community. Now, what you're doing is you are taking your business, and now you are appealing to your actual demographics sensibilities. They don't care about their toilet, they don't care about their pipes, they don't care about all the things that you care about to get money from them. So you need to align your business to what they care about for them to care about you. Yeah, that makes sense. So then what you got is you are going to send them. Well, there's two ways you can do this. You could use lead forms on Meta, or you could use a landing page. Lead forms are a little bit easier, sometimes they come a little bit cheaper. Uh, landing pages, you have more control, and with landing pages, one thing I love about landing pages is retargeting, which we'll get to in a bit. So let's assume, actually, it doesn't really matter. So I'm gonna say form, okay, and you're gonna get some key information. That information is going to be name, email. Yeah, wow, I can't even read my writing here, and phone number. All right, those are the things that you really want to get. Oh, my bad, one more thing, address. And what they're gonna do is they're gonna sign up for one of the slots that you have for your company to come pick up the food. And so you might have some logistical things to think about on the back end of this, like, okay, how do I train my CSRs when we're going to dispatch this and do this? That's part of that's part of business, folks. It's part of marketing. Like, make a promise, figure out the logistics, and then make it happen. Because this is gonna be something that other companies aren't doing, but you can. So you got name, address, and phone number. Then what's gonna happen is you're gonna figure out, okay, hey, we're gonna come and we're gonna collect the food. So you're gonna drive your vans and you're gonna go get these at people's homes. Right? Now, they don't have to be home, but what I highly recommend you do is you end up uh leaving something behind. Gotta remember the community spirit of this. Leave behind a thank you card. Leave behind a door knocker, leave behind something that says, hey, we really appreciate that you are taking part in our community. We appreciate your donation. We're gonna make sure that this gets to somebody in need through the collaboration with the food bank. Um, because you're being so giving, here's $100 off any service, $500 or more, or $1,000 or more, whatever makes sense for your business, right? Um, and what they're doing now is you're leaving something, it's a it's a give and get, right? You're helping them, you're giving even more, right? And then what's gonna happen is that coupon is most likely going to end up on the refrigerator. You might have to wait six months before it's actually redeemed, but that's okay. Because what you're doing is you're bringing them into your world now, and that's the important part. So then what you have is you have to go to the food bank with all that food. Now, most food banks will actually measure the food. So you need numbers because the next step, this is not the whole thing, folks. There's more to this. The next step is learning how to communicate this well because there's a big component to any community drive, any community engagement that a lot of people end up missing, which is now you have the ability to say, we're doing something cool, or hold on, there's three stages. We're about to do something cool, we're doing something cool, and we've done something cool. Okay, you have future, present, past. Those are the things that you want to leverage inside of your communications while this entire campaign is going on. So, with any event, with any, because that's what this is, you're gonna set up one day to go and collect all these things, and then you're going to end up uh being able to say, This is what we did today. So, with any event, you have a timeline. Okay? A timeline goes from here to here, and you have all this activity. In here is the actual day of. A lot of people only talk about the day of on the day of. That's ridiculous. Because look at all this time you have before and after that you can capitalize on. Because when you do something cool, it's not enough to just do it. You have to tell people about it. There's first way is you actually need to run the ads, and the ads are in here. We are doing something cool. Aren't we proud of our community who is going to help us with this? We're partnering with the food bank, and so you have this ad that you can run because you need to get this information and then you need to schedule, do the entire thing, right? Well, then you also have the day of the event. And there's a number of things that you can do on the day of. The day of, you should be capturing as many photos and videos as possible. You should be going live that day. You should be like making it an event, a media blitz on social media, right? Because that's gonna do two things. That's gonna activate people who were seeing you that day. That's great. But more than anything, it's gonna build you a library. And the library then is what you activate inside here. So you have like, let's say, two to three weeks where you could be posting and advertising about the cool thing that you're about to do. Then you end up on the day of posting multiple times a day, doing multiple lives, talking to the homeowners, seeing if they'll go live with you and be like, hey, would you mind telling us like why this matters to you? You're not gonna have a lot of people actually take you up on it, but they might, you might run into one or two, and that's gonna give you extra media. And then all throughout here, you get to redrip that entire media library that you captured over the next two weeks out saying, we are so proud of the community, and here's the result that we're having. Talk to the food bank, get the stats. Here's how many pounds of food we brought, here's how many cans we brought, here's how many boxes of macaroni that we brought, right? All those things are different stats and interesting pieces of the story that this woman cares about because it's her community, her initiative, just as much as yours at that point. And it's doing a world of good. Okay, so it's not enough just to post. You still need to run all of these stats as advertising so that way it reaches the same people. You gotta remember organic, you can't target. Organic is a kind of a gamble of what you're getting. But when you run ads, you get to say right on top of these neighborhoods because that's who you're trying to communicate to. So I love using ads for communication, it's great. So then you have all this stuff going on, but you're still not done because the whole purpose of this was twofold. One, to do something to do something good, two is to convince that woman to work with you. And what you've gotten now is you have a list of people inside of these neighborhoods because you have this information right here, and that is a prospect list. Now, that list is really important, and you should always be building a prospect list. Every unsold estimate, every um person that you can possibly get contact information for through your CSRs if they're just exploring, if they're price shopping, everything. You should be getting as much information as you can: name, phone number, email address. Because those are people who, sure, they might not bite today, but they might bite tomorrow. They might bite six months from now, they might bite a year from now, because you now have their information, you get to continue talking to them, right? So the prospect list, one of the best things to do with it is always be building it. And the bigger it is, the more leverage that you have in your entire community in order to get more jobs. So, what you start doing is you retarget. Okay? Now you can take this list of all these people in all these neighborhoods and you can upload it to Facebook, you can upload it to Google, and you can say, send these people ads of my reviews, of my client testimonials, of our new specials and offers in order to show them that, hey, we've got something here for you, right? Of your membership program, all those things. And what you're doing is you're sinking deeper and deeper and deeper into the psyche of these neighborhoods that you targeted and many more. Because you're not letting your foot off the gas when the event is done because you're taking the the people who came through your funnel here and you are trying to reactivate them. Now, what's another thing you can do with a prospect list? And I hope you all know this, but I recently talked to a plumber who was hurting for calls and I was like, get boots on the ground, get going. They were like, Yeah. And I said, also, call every person who's ever talked to you. And they're like, What? I was like, Yeah, you're seeing arms full of people who aren't customers yet. Go talk to them. And they're like, Oh, yeah, it's a good idea. That's what you can do. So if you have a giant prospect list, when your calls slow down, which they inevitably will, right? Because marketing does this, market demand does this. And so you got to fight harder sometimes to get enough jobs on the books to make the money that you have for your goals for your business. Well, now you have a prospect list that is big enough to where you can say, Hey, you know what? We're running a drain cleaning special, we're running a home inspection offer, and we have room on schedule. Would you like to schedule something, right? You have all these abilities now to recontact and reactivate these people by using more campaigns when things are slow, through retargeting with ads, all of these. You're building a world of possibilities for your business to be able to grow. And if you don't do stuff like this to build the prospect list, well, somebody else is and you're falling behind. Simple as that. I have a list of thousands upon thousands of plumbing companies on my own prospect list. I know not all of them are gonna become clients. That's normal, right? But that doesn't mean that I'm not being useful, number one, because this video, for instance, will be emailed to them the same way that you can email your prospects about something cool that you're doing. New programs, new offers, new products, whatever services, if you're gonna expand services, it's all there. And it doesn't cost you anything to reactivate that list, or at least it's very minimal when you do. Even when you're doing the retargeting, those campaigns, because you're not broad, you shrink it down. Well, guess what? It's a whole lot cheaper. So this whole campaign to get to this can be swapped out like crazy. There's a lot of different things you could do. You could say, Oh, I want to do a teen homeless shelter, which was another big thing in the town that I grew up in. Uh, and I want to do something that helps them. I want to do a well, just you know, go down your list of nonprofits. Uh, I want to do something with the schools, I want to do a back-to-school giveaway, I want to do a contest, I want to do holiday events, things like that, right? But this whole thing here, you gotta remember every time you activate something that is a community engagement, this is your linchpin of value. If you don't have it, it's not gonna be nearly as useful. All right, so if this all sounds really cool, but you're like, oh my God, um, that's what my company does, go to mammoth for plumbers.com, sign up for a consultation. We'll be happy to take a look at your marketing stack and sort of say, hey, this is what I think you need to be working on next. And then if it makes sense for us to offer you services, we will, but it's not required that you sign up for anything to get the good advice. So if you want that one-on-one, go ahead and schedule it at mammoth for plumbers.com. And what I highly recommend you do is you start doing things like this for your company. This is this is gold standard marketing. This is direct response in alignment with values, and you don't get much better than that. So, you have a good one? We'll talk to you on the next one.