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I was talking to Sean today about spreading the word. Got me thinking, how do I contact all the repairers that neighbour me and, (from their prospective) try to keep them listening to a stranger (Or even a competitor) long enough to get them seriously interested or even get them to remember the WTA?……
I think the email approach would be better, as they can read it, follow links etc all in their own time. Then it got me thinking… what do I write? Do I tailor it to each company that I contact, or do I create one advertising email, that will appeal to all? What I’m trying to ask, is shall we all compose an effective marketing email, post it here, and we can all come back to it, copy and paste, as and when we want to spread the word?
Adrian
Re: Spreading the word
Most of the serious guy’s tend to advertise in yellow pages and there is always Thompsons & yell.com where you can search by area and wider searches.
Believe it or not, some will actually have websites. The more you can learn about the guy you are trying to contact the better. It pays to be a bit rednecked and persistant. Once you actually get the daft buggers in a room they are usually chating away like long lost relatives within 15 mins.
I know this for a fact because I actually got 17 different repair businesses together up here in north wales in two sessions, for the detergent training. So it can be done.If all else fails just tell e’m Sean Delaney gave you thier number. I’m sure I talked to everyone down there at some stage, or left a message on thier answer phone at least.
GOOD LUCK 😉
Sean
Re: Spreading the word
I had a converstaion with John Hopwood today,And he has mentioned an idea that I feel has legs & I have sought to put some flesh on the bone’s .
The one thing that we all agree on is the ID card idea,why don’t we send an application form with a welcome to WTA letter to every member of the WTA asking them to return it with two passport photo’s and there info .
They in return get an ID card FOC everyone thereafter £10 per go,& a membership certificate for their office wall,plus a quarterly newsletter.
The WTA name is then spread far and wide & the members get an instant bang for their buck.
the outlay to the TA is for the card machine,cards ,lanyards (with WTA on them) ,inks ,ribbons etc ,I have checked with Ken and it comes in at just under £3K plus vat .
After that it is just sundries as needed
We could also do a piece in something like ERT along the lines of “look at us we are being responsible engineers ,and supporting the consumer”
It is also a quick and easy way of getting the WTA concept and brand out into the big wide world quickly ,in one project we will do more than DASA have done in years and establish ourselves as being serious .
we then have a credibility to go and deal with other issues once we have all agreed on what they are and the best course of action .
Something that Ken mentioned at Sibson is long term if the government decided that the whitegoods industry needed regulating and came knocking on the door we can say “what you mean like this ” and it could mean that we could be involved from the start.
But for this to work we must all agree ,so can I have feedback from everyone even if it’s a yes I agree,no I dont or something more
I am prepared to word a welcome to ….message for the letter ,if someone can devise an application form ,unless someone has one lurking 😉
LawrenceRe: Spreading the word
I obviously agree with this tactic, it’s sensible and cheap giving long-term exposure we hope as well as additional benefits beyond the immediate of an ID card.
Some have pointed out that they see little or no benefit in it, generally sole traders with an established customer base it has to be said and, I can see their point as well. However, that doesn’t detract from the marketability of “All our members carry official ID that can be verified upon request” as a statement which, whether people use it or not, engenders trust in the members. That is what I think they didn’t get and it’s the simplest way I can put it, but there is more substance than that. But the point is, where we market the WTA it’s an instant “BLAM!”, we’re different, we do the job to a standard and we carry proof of that with us.
As I said it’s cheap. I’d hope that the TA would recoup the cost within 18-24 months, so in the medium term the cost is negated to a large extent I’d hope. Of course, there’s no guarantees in life, but I think it’s worth a punt for sure.
I’d suggest that we have to use the press as best we can, both trade and public to further the repairers. Make the WTA a “brand” in it’s own right if at all possible which is why we suggested using the three appliance thing at the start as it means that we can cross promote things, thus lowering the overall costs wherever possible. It just give a little more flexibility.
And, it also steers the public toward the public forums here, where a lot of questions are answered anyway. So UKW wins, the TA wins, the repairers win. In short, there’s no downside to it if you ignore the idiots that will say, “oh, it’s just UKW in another guise”. Well, hello…. what has UKW always been about… oh, that’s right, the independent repairer. Supporting them is what it’s always all been about so neither is compromised in terms of values. If some detractors want to make an issue of it, I say let them and, meanwhile, we’ll just get on with the job/s in hand.
John can massively help you with advice on the press side of things as well as marketing and I’m sure he won’t mind doing it either. He’s much better at that stuff than I am, although we do work very well together.
This what I meant by using the resources that you have available. The WTA has a massive reserve of knowledge, experience and enthusiasm at its disposal, if not the cash to do all it perhaps may want to. But you can do a lot with not a lot of money.
The government thing is of concern as I am convinced from speaking to many people in or associated with government that, at some point, it will happen. When, I don’t know, but I’m most ways there to being totally sure that it will happen. I just think that we should be prepared for that eventuality and position ourselves, if not to control it totally, to at least have a substantial input as the last thing we want is some dude in a bowler telling us what we should and shouldn’t do without consultation.
As for the letter Lawrence, you know that if you need any help Sean, John and I will be more than happy to offer any input you need.
K.
Re: Spreading the word
I agree with the welcome letter and application form ideas. I have talked to some traders in my area and the feedback has been favourable. Then it’s how to make the TA tangible – and give the trade the message that we are serious.
The identity card is what most of the traders (especially at Sibson) wanted, and the certificate of membership is a very good idea. Both emphasise the ethos of ‘inclusion’ that this TA will radiate.
The application form, (apart from the obvious database type questions) should include a section for the applicant to state what they think is affecting the industry and their concerns for their future. Also their opinion on how to address the issues raised. This could act as a barometer for the sole traders who often moan at the trade counter but are not actively seeking or knowing how to change their situation. The multi engineer companies input will help to gauge opinion on WP’s, employment problems and legislation. Even the people who are not regular contributors to UKW will probably have a view or three.
That’s my thoughts. Feedback please??
Steve.Re: Spreading the word
aqualectric wrote:
The application form, (apart from the obvious database type questions) should include a section for the applicant to state what they think is affecting the industry and their concerns for their future. Also their opinion on how to address the issues raised. This could act as a barometer for the sole traders who often moan at the trade counter but are not actively seeking or knowing how to change their situation.That’s my thoughts. Feedback please??
Steve.Great idea ,hadn’t thought of that
LawrenceRe: Spreading the word
Lawrence wrote:why don’t we send an application form with a welcome to WTA letter to every member of the WTA asking them to return it with two passport photo’s and there info .
They in return get an ID card FOC everyone thereafter £10 per go,& a membership certificate for their office wall,plus a quarterly newsletter.Fantastic idea 😀
aqualectric wrote:The application form, (apart from the obvious database type questions) should include a section for the applicant to state what they think is affecting the industry and their concerns for their future. Also their opinion on how to address the issues raised. This could act as a barometer for the sole traders who often moan at the trade counter but are not actively seeking or knowing how to change their situation. The multi engineer companies input will help to gauge opinion on WP’s, employment problems and legislation. Even the people who are not regular contributors to UKW will probably have a view or three.
Again…. Good idea, it’ll be a good information gathering excersice 🙂
Adrian.
Re: Spreading the word
aqualectric wrote:
The application form, (apart from the obvious database type questions) should include a section for the applicant to state what they think is affecting the industry and their concerns for their future. Also their opinion on how to address the issues raised.Good idea, we could start this at once with a thread in the WTA forum.
Not the oirginal ‘Do We need a TA’ from Lawrence that kick started this whole sheebang, more a ‘Right Guys & Gals, its here, now what do YOU want from it?
Jim.
Re: Spreading the word
Ive drafted this up for the subs forum, Title was…..
WTA (Whitegoods Trade Association), The Future!
“Hi all,
The WTA is here, and it is now that we can all start to work towards a better future for our Industry. Now, we need some input. Everyone is invited to comment and air their thoughts on what they see is affecting our Industry. Have people got concerns about various issues that may affect the future of this Industry? What would people like to see addressed by our association? Basically, consider this to be a blank page in a scrap book. Lets get our pencils out and lets hear your views so we can all understand….
What do YOU want from it?”
Is that Ok for the first post in the members area? (please feel free to edit if you want)
Adrian 🙂 .
Re: Spreading the word
washdoctor wrote:Ive drafted this up for the subs forum, Title was…..
WTA (Whitegoods Trade Association), The Future!
“Hi all,
The WTA is here, and it is now that we can all start to work towards a better future for our Industry. Now, we need some input. Everyone is invited to comment and air their thoughts on what they see is affecting our Industry. Have people got concerns about various issues that may affect the future of this Industry? What would people like to see addressed by our association? Basically, consider this to be a blank page in a scrap book. Lets get our pencils out and lets hear your views so we can all understand….
What do YOU want from it?”
Is that Ok for the first post in the members area? (please feel free to edit if you want)
Adrian 🙂 .
Post away as far as I am concerened .
LawrenceRe: Spreading the word
Have people been shell-shocked that this has actually happened?!! 66 views of the above post and 0nly 2 people bothering to post. Not a good ratio 😕
Re: Spreading the word
Hi Adrian,
This is an uphill battle and also one that will not be won overnight.
What you will find is many people agreeing with the suggestions but not inputting, they simply nod their heads and let us get on with it then, when the dust settles after it’s done, they will often comment on what it has done for them. For the most part though, up front, expect little input from anyone except the detractors.
This is simply the apathy in this business shining through as it so often does I’m afraid.
The trick, if there is one, is to engage in a conversation and slowly extract opinion which can also be incredibly difficult at times.
I’m probably just used to how it all works. 😉
K.
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