May in Indy means racing. A. J. Foyt won the Indianapolis 500 mile race four times. When ever he is asked in an interview how he reacted when there was a wreck or a problem on the track, AJ's response was, “I speed up because everybody else slows down.”
It seems more appropriate than ever to quote A. J. Foyt once again. Real estate is still in decline, the economy is in the dumps and there is double dip recession talk. Should we batten down the hatches and prepare for another bad year? When the economy is slow, most carpet cleaners make the mistake of cutting back in their advertising programs.
The broad market for our services may be slow, but the entire market does not stop spending. Target marketing will reach those who consider cleaning a necessity, not a luxury. The upper income folks are doing better than ever. The commercial sector of the market remains strong, so promote cleaning as an alternative to replacing carpet with commercial prospects.
Residentially, direct your advertising to those who can afford you and are the most likely to use your services. Opportunities are there for those who take positive steps during uncertain times. The advertising class at Bane-Clene Institute defines the market that is strong and specifically tells you how to reach it economically.
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