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  • #974786
    Burgo
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    After almost 4 years of retirment I have been asked to take an established international business to another level in Australia. In the cleaning industry it is known and highly respected, but the general public few have heard of it and less understand what it does.

    Yes publicity and marketing could help solve the situation, but the amount of money available for this type of campaign is quite limited.

    I personally would like to do TV promotions as this would get to the general public within a few weeks, however, it dosent own a product to sell or a service, just a name and a concept is all that can be offered to the general public.

    So how and what would be an interesting approach to entice the general public to want the concept offered ?

    At this point in time I am unable to let you have any more information, but once all the paperwork has been signed I will reveal the name of the organisation.

    I just love a challenge.

    #1070347
    The Infotainer
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    Burgo, post: 87643 wrote:
    I have been asked to take an established international business to another level in Australia. In the cleaning industry it is known and highly respected, but the general public few have heard of it and less understand what it does.

    it dosent own a product to sell or a service, just a name and a concept is all that can be offered to the general public..

    I don’t understand your question with regards to the above quotes

    it’s established in a another country and they want to expand into Australia with no budget?????

    ” just a name and a concept is all that can be offered to the general public”
    sure it’s 12:53 in the morning but I don’t understand

    “highly respected”
    and
    ” it dosent own a product to sell or a service, just a name and a concept is all that can be offered to the general public”

    you have lost me, sorry sounds scammy to me.

    Thats like saying I am David who does really cool magic shows ( name and concept), yet I have no show and nothing to sell, yet I am highly respected ummmm huh?

    #1070348
    Burgo
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    No it is established here in Australia, but is only known within the industry.

    My challenge is to make the public aware of the organisation, so they only use technicians who are accredited by that organisation.

    The organisation itself has no product or service it can not directly sell to the public.

    I can assure you it is not a scam, but held in the highesy esteem by manufactures, suppliers and technicians. Unfortunately few outside the industry have even heard of the organisation and even less know what it does……………..interesting

    #1070349
    The Infotainer
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    so it’s an educational system or certificate of cleaning expertise

    and while you don’t sell to the public you sell to cleaners who wack a logo on their business saying they are certified cleaners with a high degree of expertise???

    #1070350
    MyGreatIdea
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    Must be exciting Burgo, jumping into something new and challenging again?

    Good luck with it! I’ll be keeping my eyes open over the next few months to see if I can pick the brand ;)

    Wendy :)

    #1070351
    Burgo
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    The Infotainer, post: 87704 wrote:
    so it’s an educational system or certificate of cleaning expertise

    and while you don’t sell to the public you sell to cleaners who wack a logo on their business saying they are certified cleaners with a high degree of expertise???

    Yep, something along those lines.

    Although there is a certificate issued, this organisation offers accreditation.
    To attain their certificate you have to be very good at what you do, not every attendee gets it, and the examination requires an 80% pass mark.
    Accreditation within our industry is almost impossible to attain.
    Even my association Individual Cleaners can’t offer accreditation
    The Cleaning & Hygiene Council is looking at Accreditation, through training and being a member of CHCA’s steering committee I am seeing workable unbrella organisation coming all together……very exciting.

    However part of my contract will be to gain public exposure, and acceptance.
    It is early days yet, and it will be a few weeks before I can get my teeth into it.

    A few 21st century ideas may help, as all my training was done last century.
    Gee that sounds like Im bloody old hahahahaha.

    So any thoughts will be appreciated.

    #1070352
    Jay-T
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    The “product” being sold here is “trust”.

    The best way to create trust is to become an authority.

    Obviously, the public has no frame of reference for your client and this creates an instant headache for anyone trying to take on this kind of project.

    One of the best ways to gain authority quickly from someone who knows nothing about what you do is to position yourself as someone that they already have an existing frame of reference for that they already trust.

    Probably the ultimate example of this is a doctor. The doctor doesn’t need to prove anything to his/her patient he doesn’t need to educate you, he doesn’t even need to get you to like him but you still trust him and don’t argue with his “prescription”.

    So one of the major strategies I’d be doing if I were managing this client is I’d be looking for ways to connect my client with “doctor status”…maybe not explicitly but my implied messaging.

    For example you mentioned that you have to have a pass rate of 80% or above which is another way of saying that X amount of people didn’t cut the mustard, they were not able to achieve this “certificate of trust/authority”.

    This implies that we (client) don’t just hand these things out to everybody, unlike those “OTHER” associations who hand their stuff out to rogues.

    Not anyone can practice medicine you have to go through a lot of stuff first and even more stuff if you’re a specialist.

    Anyway if I got a job like this one I’d be asking “how can I create authority as fast as possible in a way that can go largely unchallenged by the public?”

    #1070353
    Luth6322
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    You could also focus on educating the public, why is it important, what benefits will customers receive if they go along these lines, and what assurance will they have.

    This is very big in the organic food industry, as well as the biodynamic, chemical free farming areas. Rather then completely dissing the competition, you are more focusing on why your system is an improvement of what’s already generally accepted.

    If its a new concept, I think you would probably need to look at several marketing options, so people start seeing it several different mediums to really get that repeat branding and things.

    #1070354
    raynor
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    Burgo,

    Having been involved the cleaning industry for some years i will be following you closely on this one, as i think i know what your referring to.

    Whilst we are not accredited with any of the recognised organisations it hasnt been an impediment to growing our business.

    Over the years theres been a number of different member organisations within the cleaning industry and i guess i am somewhat sceptical of them and the perceived value of joining any of them, no offence intended here to yours Burgo!.

    In saying this i have respect for the guys behind the cleaning contractors organisation based in Sydney, the principal John laws is an absolute legend in the cleaning industry.

    Good luck Burgo!.

    Ron

    #1070355
    Steve_Minshall
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    Hi Burgo,

    I would look at what happens in other industries.

    Auto: Motor Trade Authority
    Building: Master Builders

    They seem to get most of their public exposure by encouraging their tradespeople to display prominent signage and vehicle sign writing.

    Have fun.

    #1070356
    Burgo
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    John Laws has been a friend of mine for many years. ACCA and ICAN work on areas similar but not the same and he and I work closely on CHCA. He was one of the instigators that had me form Individual Cleaners.

    Steve this is one area that is already being adopted but only a logo has been issued and those in the industry that have this accreditation only display the logo on their websites. One of the proposals I am hoping to introduce is that an explanation of what the logo signifies appears on these websites and van decals will have the logo and the word Accredited or something like that.

    When I am able to tell you who the organisation is you will probably say Ive seen that logo, but my question would be what does it stand for.

    #1070357
    AgentMail
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    Hi Burgo,

    I think there is a ‘product’ just an intangible one, so treat it like the promotion of a product – what is it’s point of difference, why do people need it etc. etc.

    What you need is some way to make it imperative that the trades people have what you offer (registration,certification or whatever)

    I think as Steve said, if you look at master builders etc. they have built up a body where people will only use those builders that have the master builders licence. If you can replicate this in your service, and to do it would be no easy task without a decent budget.

    From a marketing perspective, could you market to consumers, offering some sort of incentive for them to use a ‘licensed/certified’ practitioner?

    #1070358
    DigitalDomination
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    Burgo, post: 87721 wrote:
    Yep, something along those lines.

    Although there is a certificate issued, this organisation offers accreditation.
    To attain their certificate you have to be very good at what you do, not every attendee gets it, and the examination requires an 80% pass mark.
    Accreditation within our industry is almost impossible to attain.
    Even my association Individual Cleaners can’t offer accreditation
    The Cleaning & Hygiene Council is looking at Accreditation, through training and being a member of CHCA’s steering committee I am seeing workable unbrella organisation coming all together……very exciting.

    However part of my contract will be to gain public exposure, and acceptance.
    It is early days yet, and it will be a few weeks before I can get my teeth into it.

    A few 21st century ideas may help, as all my training was done last century.
    Gee that sounds like Im bloody old hahahahaha.

    So any thoughts will be appreciated.

    Accreditation with no public knowledge, little to no budget and in a poor economic time sounds like you’re going to be flogging a dead horse. I’d turn down this wonderful ‘opportunity’ personally.

    I remember the Quality Assurance debarcle – no government tender would be issued to a company without it – what happened? Government didn’t care at the end of the day and a lot of companies spent millions on a stupid paper trail that in the end did nothing.

    Do you see those ticks anywhere anymore? And there was great public awareness of that campaign.

    If the general public aren’t aware of ‘cleaning certification ABC’ are they going to even care if a cleaner has any kind of certification?

    #1070359
    The Infotainer
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    If the general public aren’t aware of ‘cleaning certification ABC’ are they going to even care if a cleaner has any kind of certification?

    I am afraid I do not know about the industry of cleaning. and I am not sure what market you are targeting or rather the cleaners you are targeting- are these cleaners cleaning businesses or homes (ie the small stuff) when it comes to cleaning my home personally I would not care much for a certificate or a grand diploma in cleaning expertise, it doesn’t hold much impact with regards to if I would do business with a certified cleaner or not, however that is coming from someone who is in an industry with many certificates all of which mean nothing as to the quality of the service provider.

    I think it would be expensive to get the word out on why the certificate is important unless it also had something to do with being environmentally friendly and then there are many ways you can get additional exposure- heck if your friends with John laws you have an advantage most of us don’t have- use it- (don’t abuse it) but use it. and if you like you can introduce me to John Laws :)

    #1070360
    Burgo
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    Thanks for your replies and I find them all very interesting and helpful.

    The organisation is ” WoolSafe”

    http://www.woolsafe.org

    Primarily they test chemicals used in the cleaning industry to see if the manufacturers claims that they are safe used on wool carpets and rich wool rugs. That is part of the equason

    The other side is the training of carpet cleaners in the correct care of wool carpets and wool rich rugs.

    Now these cleaners are not only certified but accredited, with more than five years hands on experience, so there up there with the best.

    My challenge is to do the administration of WoolSafe Australia and develop a close relationship with the Chemical manufacturers.

    This actually takes me back to what I was doing over thirty years ago in a totally different industry.

    The training side of WoolSafe is being run by an old friend of mine and who;s reputation as a trainer is one of the best, so it is a matter of convincing carpet cleaners to do the course.

    Fortunately I have met the Managing Director of WoolSafe, and will be working closely with the head office in the UK.

    There will be some travel involved, so if I can persuade “shewhomustbe” to join me we could enjoy visiting different parts of this country and NZ

    So now the challenge begins how to develop a good organisation into something better.

    The challenge in making the public aware with a small budget will be fun, just may take a little longer time wise, but Hey I’m retired, so I have all the time to do it.

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