| If you are a home improvement contractor, you | | | | results. |
| already know that the economy has directly impacted | | | | The question becomes how do you buy home |
| your business. You have probably felt the pinch in your | | | | improvement advertising which will produce results? |
| bottom line profits. In the past, many home | | | | There are many publications who claim to specialize in |
| improvement contractors have relied on homebuilders | | | | home improvement advertising, but there are many |
| to provide the majority of their business. With the | | | | variables which can affect their efficiency. The |
| housing market in a spiral, what has happened to | | | | majority of these publications contain editorial content in |
| contractors who relied exclusively on new home | | | | the form of articles and tips which are often |
| construction to keep their business viable? The truth is | | | | contributed by your competitors. Many of them also |
| many have gone out of business or are struggling to | | | | contain ads from non-home improvement businesses. |
| stay afloat hoping the housing market will resurge. | | | | The reader's focus can be distracted by pizza |
| Perhaps for the first time, many contractors are | | | | coupons, dry cleaning, or oil change advertising, for |
| forced to reach out to a new type of customer - the | | | | example. While these publications may have a large |
| homeowner. While contractors may be experts in their | | | | distribution, they may never reach your target |
| field, many have never had experience in creating a | | | | audience, especially if they are sent to apartments or |
| marketing or advertising campaign. The logical | | | | homeowners not in your geographic or economic |
| response is to buy advertising because they know little | | | | target market, or if they are placed in businesses |
| about marketing. However, unless your advertising | | | | counting on foot traffic. |
| efforts are targeted to your audience, meaning | | | | What should you look for when choosing a venue for |
| homeowners who want and can afford your services, | | | | your home improvement advertising? Follow these tips |
| you may be wasting money and not getting desired | | | | for optimum results. |