Most advertising in the cleaning business is directed to the largest part of the market which is the price shopper. It's estimated that 75% of those who have carpet and upholstery professionally cleaned look for the cheapest price. The other 25% are concerned with quality, their safety and the performance of the service company.
This smaller 25% share is the market suggested to those who attend Bane-Clene Institute. The success of this strategy is more evident in this period of recession than during good times. The high end market remains fairly stable and fertile while the price market has contracted considerably during the past four years.
Working for the high end market, those who consider cleaning a necessity not a luxury, doesn't necessarily mean that you have to be the highest in price either. In fact, many of the so called "price" operators charge substantially more because of their hard up sell, bait and switch tactics and high advertising and operating costs.
Many victims of 'bait and switch' eventually become customers of a company that shows stability, sensibility and credibility in their advertising and pricing. Attend Bane-Clene Institute for the latest in successful advertising strategies. Learn how to attract that 25% of the market that doesn't stop cleaning in a recession and reach it economically.
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