Imagine a homeowner with a plumbing problem. Not having a previous relationship with a plumbing company, the consumer calls the first one she finds online. Although the plumbing problem is eventually remedied, since the plumber’s demeanor, quality of service and punctuality were subpar the homeowner realizes she’s in the market for a new plumber for future.
She almost immediately begins paying attention to marketing from other local plumbing companies. One, in particular, stands out. She begins noticing their marketing on flyers, billboards, in the telephone directory, on the radio, the internet and their brightly colored trucks on the road.
Since she doesn’t have a plumbing problem right now, she hasn’t called them. But because their marketing makes them look professional she plans to call them the next time she does have one. In other words, their marketing has worked, they just don’t know it yet!
Photo by danmachold.