Advertising Your Construction Business

It may seem absurd to advertise for winterizing services in the middle of September. After all, the cold months are well…months away. Why spend your advertising dollars now on a service that won’t be utilized for almost a quarter of a year away?

For the same reason that Wal-mart and Target start putting up Christmas decorations in September or Valentine’s Day Chocolates out just after New Year’s; it works. Everyone complains about how early they do this, but the trends are showing that people are actually being reminded and begin preparing for the holidays sooner.

If your company offers winterizing services, this is a mindset that you can take advantage of. With the kids heading back to school soon and residents starting to feel like autumn is just around the corner, the more conscientious are going to be thinking about what they need to do to winterize. If they already have your name planted in their minds, you will have a jump on the early-bird business when other companies haven’t even begun their winter advertising yet.

Why is this effective? Think of a jingle from a commercial that has been playing on the radio for the last few months. If you hear or see the company’s name, doesn’t that jingle pop right into your head? This is because the advertising agency has been patiently seeding the association of the advertised company and its business with a jingle and this takes time. They don’t expect to see an upswing in sales two weeks after the commercial airs. After two months, on the other hand…

Associations take time to build in consumer’s minds, but once they are there, it doesn’t take much to trigger that connection, whether good or bad. By starting your winter advertising during the end of summer, you begin to build that association for those who peruse the ads or social media and, when the time comes, your brand is firmly embedded.

As an added bonus, your ad, due to being around longer, will give your customers a sub-conscious feel of stability; that your company has been around for a long time. This feeling is quickly followed by trust and comfort which helps along that emotion-based decision. Newer ads will come across as upstarts, even from companies who may have been around longer than yours.

There is a subtle psychology to the art of advertising and although the big stores may seem to be making their advertising more obvious, there is still a measure of that subtlety to it. Why not use that for your own business and get a jump start on the market. Certainly, it will take several months to see the rewards, but they will be there…right on time.