Expert: Sean Trapani - 2/3/2009

Question
QUESTION: Hello,

I must first of all thank you for your time in answering and giving advice to the world. I hope you can help me with my issue too. I run a moving and relocation service and my target is the locals. There are int'l companies and their target is diplomats and missions. So I'm targeting to make my name in the loacl. My question is, how would I grab the mindshare without the bucks! I thought of having some a welcome kit with brochure ect ect such that when I client calls & we go for the site survey we would drop off the welcome kit. However, what if the client does not use the services?

ANSWER: Raymond,

The moving industry is a funny animal. I used to work on the Mayflower and United Van Lines accounts. What their research has found is that the entire process of moving is so far removed from people's daily lives (unless they're moving, of course) that traditional advertising doesn't seem to "stick" with the audience.

For this reason, these companies - and many other in their categories - have relied on directory (or Yellow Pages) advertising. They spend the most money to ensure that local affiliates can afford to have their ads larger, and thus, appear sooner in the "moving" listings.

To be successful with your efforts, your company will need to own a bigger idea than "moving" in the same way that Nike owns a bigger word than just "shoes" (Nike = sports hero) or "portable music" (iPod = cutting edge).

When you figure out what concept, bigger than moving, that your moving company can own, then you begin to sponsor events that also support that idea; hold seminars on the subject; and, have your company officers write articles about it.

You can't force your audience to think about moving now. You're fighting human nature. What does your audience care about now...and why would it make sense that a moving company has a "right" to discuss? (for example, 'saving gas on long drives')

Those are the questions to ask. The answers are up to you (and your research).

ST


---------- FOLLOW-UP ----------

QUESTION: Thank you Prof. for your reply. well I'd two ideas, the moving & property repairs (handyman) business. May be I should go with the handyman business. However I still face the same dilemma, how best to get mindshare.

Thank you

Answer
Raymond, you may be missing my point.

The way to get the share of mind is to own an idea bigger than your business category (or, invent the category...but you don't have that option with the examples you gave).

It has nothing to do with your tactic (brochure). It has to do with what you SAY in your brochure.

I didn't give you the answer - but I did tell you how to figure it on your own.

That's what we prof's do :-)