Serving the American Liquid Waste Industry Since 2002
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Thinking
| Outside of the box |
| By: Carol Brzozowski |
Think outside the box, marketing experts say, and
you may generate leads…and more income.
you may generate leads…and more income.
When it comes to marketing, you’ve tried direct mail, telephone book advertising and the Internet.
But are there any other techniques that you can use to squeeze the last bit of juice out of your marketing efforts?
Think outside the box, marketing experts say, and you may generate leads…and more income.
Marcia Layton Turner is the author of the award-winning “Unofficial Guide to Marketing Your Small Business”.
She recognizes that this is a time of uncertainty in the industry with the softening of the residential construction
sector.
“First, it would be worth their while to identify other markets that are growing or also have a need for portable
sanitation,” Layton Turner says of portable sanitation operators. “I would guess that municipalities might be one
potential market, especially as residents begin using parks and play areas more during the warmer months, driving
demand for more easily-accessible sanitation options. Or special events, such as concerts and festivals. Get
plugged in to the local government to learn of upcoming construction projects before another sanitation company
has been chosen.”
In addition to pro-actively pursuing opportunities, companies also need to increase the amount of marketing they
are doing in order to be considered for new opportunities, Layton Turner says.
“Although they may not have major budgets, there are certainly lower-cost tactics they can use to raise their
visibility in the community,” she says. “One of the least expensive, highest-impact marketing techniques is publicity
– providing newsworthy information to newspapers, magazines, TV and radio stations that get the company media
coverage.”
This can be done by emailing a press release on a new hire, an employee who was recently promoted, an award the
company has earned, a new contract they recently received or some other newsy tidbit, she says. Using email,
there is no out-of-pocket cost, she adds.
“They can also prepare a tip sheet that gives the media fodder for an article,” Layton Turner says. “A tip sheet is
just that – a list of tips related to the company or industry. One idea might be tips for having an environmentally-
friendly special event, and one of the bullet points in the list would be to have several portable restrooms on-hand.”
While pursuing new customers is the focus for most portable sanitation operations right now, Layton Turner
indicates it’s much more cost-effective to drum up more business from existing customers.
“Create a bi-weekly or monthly e-newsletter (also called an e-zine) that is distributed to people and companies you’
ve already done business with,” she says. “The newsletter would keep them updated on internal news as well as
helpful tips related to portable sanitation. Most e-zine providers charge about $40 per month to set up a newsletter
and mail it out to the company’s email distribution list. It’s another low-cost but very effective marketing tool.”
Public speaking is another effective way to heighten a company’s visibility without any cost, Layton Turner says.
“The key is in coming up with a presentation topic potential clients will be interested in that is related to the
business,” she says. “Once a presentation has been outlined, offer to have one of the senior managers or owner
present it at local business and civic organizations around town.
“Speaking is a terrific tool because it immediately positions the speaker as the expert in the field just by virtue of the
fact that they’re standing in the front of the room,” Layton Turner says. “And it gets people in the audience
thinking about their business and whether they might have a need for portable sanitation in the future.
“You don’t have to spend a lot to make contact with current and potential customers, but the best marketing
campaigns consist of communication that is relevant to the audience and consistently provided (on a schedule).”
Gail Bower is an expert in the areas of corporate sponsorship, marketing and event/festival production. Bower is
president of Bower & Co. Consulting, LLC in Philadelphia, Pennsylvania.
In her latter role, Bower says she has “worked with and used plenty of good and not-so-good portable sanitation
providers.”
When it comes to creative marketing, try the unexpected, says Bower. She likes direct mail, but here’s her twist on
using it:
“Use direct mail to invite key prospects and clients to an event where the portable sanitation units are the star
attractions in a fun way,” she says. “Serve plenty of liquids - safely - to stimulate usage, and customers will be
able to experience for themselves the quality of the units and the service provided.”
An expert in corporate sponsorship, Bower says portable sanitation operations that sponsor outdoor events for non-
profit organizations or good causes may find themselves reaping a return in the ‘investment’.
“The association fosters community goodwill, they’ll help a charity, and thousands of event-goers will use the
facilities,” she says. “Take photos and gather testimonials and the portable sanitation companies will have the
makings of good stories for local newspapers and company newsletters.”
Networking and building relationships are two key ways of low-cost marketing that may result in jobs for portable
sanitation operations, says Skip Weisman.
He’s president of Weisman Success Resources in Poughkeepsie, New York and a small business consultant and
coach who promotes eight strategies through what he calls “Creating a Low Cost Marketing Funnel”.
Weisman points out that there are three factors that must be met in order for someone to buy from and do business
with someone else.
They have to know you - know who you are, what your business is and what services it provides. “This is
marketing,” he notes.
They must respect that you are a quality person in your field.
They must trust you will provide the product and services you offer at
level of quality you claim you will or can.
Only one of those three can come through traditional marketing, says Weisman. “Although the other two can be
developed through marketing up to a certain level depending on the level of trust needed to make a sale,” he says.
“This is what 'branding' does, but it can take a long time to build a brand that delivers trust and respect. Examples
of this could be something like a Federal Express, McDonald’s or Coca-Cola.”
Those who want to create long-lasting business based on trust and respect between the buyer and the seller have to
do it through interpersonal relationships, says Weisman.
“It can also be the shortest distance to developing business, and is especially powerful when done through two
primary sources: networking and referrals from present satisfied customers and colleagues,” he says.
Weisman offers a recent example from his own life.
“I just returned from an informal social event put together by a colleague to bring like-minded business
professionals together solely to meet each other and have a couple of drinks,” he says. “I was involved with a
discussion with two people: one whom I had never met and didn't know me and one who knew me from about 12
years ago when I was in another field. But he remembered my name.
“After reconnecting and chatting about various current topics, this gentleman asked me what I do now, and I told
him I help businesses create ‘Championship Teams,’ which means I improve productivity and morale so a
company can get better bottom line results. The woman in our triad said immediately, ‘I need to get your card; we
need to improve morale’."
Weisman spent the next 15-minutes discussing her issues, many of which he surmised because of the industry she
was in and the work environment common to her field.
“Initially she wanted me to speak with her and by the end of the conversation, I had her focused on bringing me in
to meet with her CEO and CFO,” he says.
Two issues underscore that experience, Weisman says.
“If I had just cold-called her, she wouldn't have the time to speak with someone who is just soliciting her
business,” he says. “She’s way too busy trying to do her job and fight off all the people who bring her problems
and negative attitudes. But in this relaxed atmosphere we could have a discussion that connected with a need she
had.”
Secondly, because Weisman had met with her at an event put together by a mutual colleague whom they both
knew, trusted and respected, he goes into her office at a much higher level of trust and respect, almost akin to a
recommendation.
“My approach is never to sell anyone anything, but to always focus on developing a deep trust and respecting
relationship with my prospects based on the approach and belief that I have their best interests at heart,” says
Weisman. “They may or may never buy anything from me, and that's okay if they don't need what I can offer
them at this point. But, I can tell you when they do, there is no one else they will call but me because of that
relationship.”
The question that portable sanitation operators need to ask themselves is what they are doing to build respectful and
trusting relationships with prospects in their best business categories? Weisman points out.
“Who makes the buying decisions on their product line and how can they meet them? Where do they hang out?
How can they begin building relationships with them? How can they leverage their best customers to refer business
to them? Are they asking for referrals to people in their best customers’ field and to other related fields?”
But are there any other techniques that you can use to squeeze the last bit of juice out of your marketing efforts?
Think outside the box, marketing experts say, and you may generate leads…and more income.
Marcia Layton Turner is the author of the award-winning “Unofficial Guide to Marketing Your Small Business”.
She recognizes that this is a time of uncertainty in the industry with the softening of the residential construction
sector.
“First, it would be worth their while to identify other markets that are growing or also have a need for portable
sanitation,” Layton Turner says of portable sanitation operators. “I would guess that municipalities might be one
potential market, especially as residents begin using parks and play areas more during the warmer months, driving
demand for more easily-accessible sanitation options. Or special events, such as concerts and festivals. Get
plugged in to the local government to learn of upcoming construction projects before another sanitation company
has been chosen.”
In addition to pro-actively pursuing opportunities, companies also need to increase the amount of marketing they
are doing in order to be considered for new opportunities, Layton Turner says.
“Although they may not have major budgets, there are certainly lower-cost tactics they can use to raise their
visibility in the community,” she says. “One of the least expensive, highest-impact marketing techniques is publicity
– providing newsworthy information to newspapers, magazines, TV and radio stations that get the company media
coverage.”
This can be done by emailing a press release on a new hire, an employee who was recently promoted, an award the
company has earned, a new contract they recently received or some other newsy tidbit, she says. Using email,
there is no out-of-pocket cost, she adds.
“They can also prepare a tip sheet that gives the media fodder for an article,” Layton Turner says. “A tip sheet is
just that – a list of tips related to the company or industry. One idea might be tips for having an environmentally-
friendly special event, and one of the bullet points in the list would be to have several portable restrooms on-hand.”
While pursuing new customers is the focus for most portable sanitation operations right now, Layton Turner
indicates it’s much more cost-effective to drum up more business from existing customers.
“Create a bi-weekly or monthly e-newsletter (also called an e-zine) that is distributed to people and companies you’
ve already done business with,” she says. “The newsletter would keep them updated on internal news as well as
helpful tips related to portable sanitation. Most e-zine providers charge about $40 per month to set up a newsletter
and mail it out to the company’s email distribution list. It’s another low-cost but very effective marketing tool.”
Public speaking is another effective way to heighten a company’s visibility without any cost, Layton Turner says.
“The key is in coming up with a presentation topic potential clients will be interested in that is related to the
business,” she says. “Once a presentation has been outlined, offer to have one of the senior managers or owner
present it at local business and civic organizations around town.
“Speaking is a terrific tool because it immediately positions the speaker as the expert in the field just by virtue of the
fact that they’re standing in the front of the room,” Layton Turner says. “And it gets people in the audience
thinking about their business and whether they might have a need for portable sanitation in the future.
“You don’t have to spend a lot to make contact with current and potential customers, but the best marketing
campaigns consist of communication that is relevant to the audience and consistently provided (on a schedule).”
Gail Bower is an expert in the areas of corporate sponsorship, marketing and event/festival production. Bower is
president of Bower & Co. Consulting, LLC in Philadelphia, Pennsylvania.
In her latter role, Bower says she has “worked with and used plenty of good and not-so-good portable sanitation
providers.”
When it comes to creative marketing, try the unexpected, says Bower. She likes direct mail, but here’s her twist on
using it:
“Use direct mail to invite key prospects and clients to an event where the portable sanitation units are the star
attractions in a fun way,” she says. “Serve plenty of liquids - safely - to stimulate usage, and customers will be
able to experience for themselves the quality of the units and the service provided.”
An expert in corporate sponsorship, Bower says portable sanitation operations that sponsor outdoor events for non-
profit organizations or good causes may find themselves reaping a return in the ‘investment’.
“The association fosters community goodwill, they’ll help a charity, and thousands of event-goers will use the
facilities,” she says. “Take photos and gather testimonials and the portable sanitation companies will have the
makings of good stories for local newspapers and company newsletters.”
Networking and building relationships are two key ways of low-cost marketing that may result in jobs for portable
sanitation operations, says Skip Weisman.
He’s president of Weisman Success Resources in Poughkeepsie, New York and a small business consultant and
coach who promotes eight strategies through what he calls “Creating a Low Cost Marketing Funnel”.
Weisman points out that there are three factors that must be met in order for someone to buy from and do business
with someone else.
They have to know you - know who you are, what your business is and what services it provides. “This is
marketing,” he notes.
They must respect that you are a quality person in your field.
They must trust you will provide the product and services you offer at
level of quality you claim you will or can.
Only one of those three can come through traditional marketing, says Weisman. “Although the other two can be
developed through marketing up to a certain level depending on the level of trust needed to make a sale,” he says.
“This is what 'branding' does, but it can take a long time to build a brand that delivers trust and respect. Examples
of this could be something like a Federal Express, McDonald’s or Coca-Cola.”
Those who want to create long-lasting business based on trust and respect between the buyer and the seller have to
do it through interpersonal relationships, says Weisman.
“It can also be the shortest distance to developing business, and is especially powerful when done through two
primary sources: networking and referrals from present satisfied customers and colleagues,” he says.
Weisman offers a recent example from his own life.
“I just returned from an informal social event put together by a colleague to bring like-minded business
professionals together solely to meet each other and have a couple of drinks,” he says. “I was involved with a
discussion with two people: one whom I had never met and didn't know me and one who knew me from about 12
years ago when I was in another field. But he remembered my name.
“After reconnecting and chatting about various current topics, this gentleman asked me what I do now, and I told
him I help businesses create ‘Championship Teams,’ which means I improve productivity and morale so a
company can get better bottom line results. The woman in our triad said immediately, ‘I need to get your card; we
need to improve morale’."
Weisman spent the next 15-minutes discussing her issues, many of which he surmised because of the industry she
was in and the work environment common to her field.
“Initially she wanted me to speak with her and by the end of the conversation, I had her focused on bringing me in
to meet with her CEO and CFO,” he says.
Two issues underscore that experience, Weisman says.
“If I had just cold-called her, she wouldn't have the time to speak with someone who is just soliciting her
business,” he says. “She’s way too busy trying to do her job and fight off all the people who bring her problems
and negative attitudes. But in this relaxed atmosphere we could have a discussion that connected with a need she
had.”
Secondly, because Weisman had met with her at an event put together by a mutual colleague whom they both
knew, trusted and respected, he goes into her office at a much higher level of trust and respect, almost akin to a
recommendation.
“My approach is never to sell anyone anything, but to always focus on developing a deep trust and respecting
relationship with my prospects based on the approach and belief that I have their best interests at heart,” says
Weisman. “They may or may never buy anything from me, and that's okay if they don't need what I can offer
them at this point. But, I can tell you when they do, there is no one else they will call but me because of that
relationship.”
The question that portable sanitation operators need to ask themselves is what they are doing to build respectful and
trusting relationships with prospects in their best business categories? Weisman points out.
“Who makes the buying decisions on their product line and how can they meet them? Where do they hang out?
How can they begin building relationships with them? How can they leverage their best customers to refer business
to them? Are they asking for referrals to people in their best customers’ field and to other related fields?”
