As a local service provider, Precision Door of Fort Wayne, connects with potential customers through a variety of mediums ... commercials, radio, print ads, coupon books, social media, Google Ads and of course, their website. They certainly aren't the only garage door service provider in the area. So how can they stand out in the market space?
A Mini History Lesson
Precision Door Service of Fort Wayne is backed by Precision Door Service. And as part of that backing, the corporate marketing team provides assets that can be used for advertising. The Fort Wayne and Northeast Indiana market had traditionally relied on this free content to attract new customers.
By partnering with a local marketing provider (that's us here at JH Specialty!), we were able to show them that having their own local look and feel to their different marketing vehicles would help them to stand out.
Show Us The Proof
If you live in the Fort Wayne and surrounding areas, you have a pretty good idea of what houses in this area look like. You know when you look at a photo if that style is something you would see in this area and you can probably point out of the landscaping in a photo doesn't quite match up with your own landscaping. Let's look at a couple of examples.
While the style of this house isn't too far off from what you might see in Northeast Indiana, the sunset background makes it read like a stock photo.
Palm trees in Indiana? Only in our dreams. Great photo, but doesn't represent our area well.
Beautiful home, but not exactly what you'd see in our region. This home is also not typical for our audience who is seeing our marketing efforts.
Make the Most of Your Assets
You don't need to plan countless video and photo shoots to have good assets. A single day video shoot for a TV commercial can be repurposed into a variety of ways.
1. Use the b-roll footage taken to create a hero video for the website.
2. Use still photos from the shoot to create social graphics and dynamic remarketing ads.
3. Use the still photos from the shoot to help explain parts and service on the website.
4. Use clips of the commercial to create new videos to be shared socially.
5. Reuse the audio from the commercial for radio commercials.
6. Use the behind-the-scenes photos or outtakes from the shoot to entice people to look for your "new commercial coming soon" and to help show a personality behind your brand.
In Action!
Visit the Precision Door website to see how JH Specialty brought in a local feel to the imagery.
What's wrong with stock photography?
Sure, stock photography has it's place, in fact we wrote a whole blog post about using it! But as a local service provider you need to connect with your local audience. It's not just about the messaging, but it's about the visual elements you use to create that connection.
Reach out today if you are needing to bring a local feel to your marketing collateral.
