Do you think it is possible to find clients for plumbing services on VKontakte? It would seem difficult to understand who to tune in to. It seems that everyone has plumbing, but it is not clear who needs repairs.

In this case, we will talk about setting up targeted advertising in a very specific niche for promotion in VK: Plumbing. After discussing the details of the advertising company with the customer, it was decided to lead the traffic to a group:

Task

Because plumbing works and services are not the most successful niche for promoting Vkontakte (contextual advertising mostly works, when any breakdowns occur, people are more likely to look for performers through search engines).
The task was to attract new subscribers to the group, who could later become potential customers. And also, increase the number of orders from the community during the month.

CA:

When analyzing the subscribers of the group, it was found that more than 70% of the subscribers are women, aged 27 and older. Of course the goal advertising campaign was to attract customers with orders from 5,000 thousand rubles, and this is mainly complex work on the replacement and installation of new plumbing, replacement of pipes and installation of new heating radiators.
Thus, several target audiences for the test were identified:

• Audience of competitors;
• Beginners\active in the "Kitchen to order" communities;
• Plumbing, bathroom renovation, bath tile communities;
• Members of the city's new building communities.

Job:

After parsing active and newcomers, the target communities were identified, in which the target audience. These are various news publics of the city, according to which the target audience was also filtered by gender and age.

How to write a plumbing ad

Based on the fact that the advertising campaign was launched in September, before the start of heating season, it was decided to test ads on this topic.
Thus, one of these ads became the most clickable. Below are examples of the best ads and text for advertising plumbing services:

CTR 0.873%. The cost of the transition is 8.3 rubles.

CTR 2.686%. The cost of the transition is 3 rubles.

Summing up

We managed to attract a new audience to the group, the average cost of a subscriber was about 30 rubles, 7 orders were received (usually, from VK there were 0-2 orders per month). It was possible to reduce the average cost of the transition by 32%, in comparison with the first advertising company the customer, which he set up on his own (the average cost of the transition was 15 rubles). I hope it is clear from the case how to find clients for a plumber or a company that deals with plumbing work.

The production of any product is a rather laborious and lengthy process, in which specialists of different levels participate. At the same time, at different stages of production, a huge number of professionals are involved in the process, ranging from designers, craftsmen and ending with ordinary assemblers, conveyor workers. However, production is not the whole path that, for example, plumbing goes through. In order for it to reach the end consumer, high-quality and memorable advertising is needed. And here the baton is taken over by creatives, PR people and other managers. It is from their submission that a bright and unusual advertisement for plumbing appears. . We will tell about it further.

What is the complexity of plumbing PR?

Plumbing is a very specific and not quite ordinary product. The difficulty lies in the fact that these are quite ordinary things that we encounter daily at home. And if a beautiful can of a drink evokes certain associations, then photographs, for example, of a toilet bowl, are interpreted only in one well-known way.

Therefore, plumbing advertising simply obliges you to approach it creatively. At the same time, various tools are used that can implement main task marketing - to attract the attention of a potential client. Loud and unusual slogans, names, pictures are used for this. This is where the flight of fantasy of PR people is never limited by anyone.

Playing on emotions: bright reincarnations and ideas

While searching for creative ideas for advertising plumbing, PR companies come up with different stories and options. Moreover, very often they simply play on human emotions, causing joy, anger, fear, and even slight excitement. For example, to open a huge plumbing store, Kazakhstani advertising agency Good came up with non-existent people. In their photo there were not only men, but also women demonstrating various gestures.

At the same time, such an advertisement for plumbing at the same time pleased, surprised and aroused fear. According to eyewitnesses, it becomes somewhat creepy when toilet bowls, gas boilers, bathtubs and other details of equipment for bathrooms with human heads look at you from posters and billboards in the city. Other eyewitnesses liked this advertisement. She surprised and somewhat puzzled. And thanks to the bright background color, it was visible from afar.

A simple and concise sign, or the inscription changes everything

Plumbing store advertising can be very simple. Imagine a picture: a toilet bowl is depicted on a billboard. Next to it is a roll of toilet paper. It would seem that an ordinary and unremarkable photo. But no, PR people will still touch the user with the original text or inscription, which will be placed next to the photo. For example, this is exactly what happened during an advertisement for a store called "Plumbing World". This billboard had a picture of a toilet and a slogan that read "Mornings don't start with coffee."

Interestingly, the address of this store was also presented in a very unusual way. According to users, it was written on a roll of toilet paper. As you can see, this creative plumbing ad is thought out to the smallest detail. And if a potential buyer does not pay attention to the standard and unremarkable image of a toilet tank, then such an unusual place for the address may well surprise him.

Hidden meaning in a slogan or name

A good plumbing ad always has some kind of subtext or makes you think. To do this, many PR people come up with ambiguous or unfinished phrases that contribute to the development of the imagination. For example, one of the Kvadrat shopping malls, where it is possible to find sanitary ware for every taste, has placed a billboard with a beautiful white toilet bowl.

IN this case it was presented as a kind of royal throne. This is evidenced not only by the shape of the toilet tank itself, but also by the inscription "Game of Throne". Here is such an unusual advertisement for plumbing on banners. By the way, this name subtly alludes to the connection with the sensational series "Game of Thrones", which received a record number of views and very impressed domestic viewers.

Adult association game

Interestingly, representatives of the Donna Vanna brand also decided to play associations. This time, Quentin Tarantino's film adaptation "Kill Bill" became the victim of PR. But in their version, a girl in a white dress and veil, apparently the bride, against the backdrop of a huge acrylic bath, decided to "Wash Bill."

Another well-known store chain called "Santekh-Center" went further and impressed many users with its very bold slogan. On its billboard, the company not only placed a beautiful white toilet, but also endowed it with a funny inscription: “Push for thought.”

Samara service center Sanita offering a full range of various services plumbing installer also took advantage of non-literary slang and demonstrated his creativity in advertising plumbing. In its slogan, the toilet was called "Push into the future."

Advertising as a whole art

Sometimes some creatives use the skills of real artists, graffiti experts and 3D specialists. To do this, they paint the walls, create unique drawings on the pavement, and decorate various items for the bathroom and bathroom. On them they depict funny pictures, faces and even comical scenes from real life.

Unwilling to wait any longer from the employer for a salary increase, construction and utilities hope to find an alternative to them in the field of private services. Why would a master plumber, electrician, plasterer-painter and tiler need to support a director, and a bunch of freeloaders, with his entire office, if he can receive money from a client in his pocket without them. That's what I once thought, but I was very surprised to learn that the private services market does not want to meet me with open arms. Not immediately, but I succeeded and became a wealthy person. I have no problem with profitable orders, and how I achieved this, I will try to tell you now.

Ways to find a job, which is better not to use

I am a plumber. Qualified and experienced. I decided to inform my potential clients about this in a way that is quite familiar to everyone. Having printed the offers of my services on the sheets with my phone numbers, I pasted the leaflets on the entrances of multi-storey buildings, in the expectation that the person who needs to install a toilet bowl or change the faucet will pick up the phone on the go and call. The result disappointed me and I concluded that similar ads do not attract the attention of potential customers. I also tried other notification methods.

Announcements on the entrances give a small effect, but for the first time it will do

Some of them deserve your attention, and I still use them today:

Having ordered a laminated color ad 10x20 cm, on an adhesive basis, from the printing house, I began to paste them in the entrances on the doors of power cabinets. Due to the fact that such an ad can hang for years, sooner or later they work and the costs pay off;

I also had to order business cards there, where under my name and phone number, I placed a list of typical services. After each call, I always give the owner a couple of these business cards. Some clients look for craftsmen by sorting through business cards in a business card holder;

Feeling a little bewildered by my lack of demand, I began to periodically place ads in local newspapers. The result did not please me. I concluded that the classifieds section is read by a limited circle of pensioners who turn to a plumber in extreme cases, and even with an unprofitable order, such as a clogged sewer.

The most profitable customers are looking for a locksmith on the Internet

Persistently advancing towards the goal, I turned my attention to the information resource that attracts everyone's attention today. There are many advertising sites for free ads on the Internet, such as Avito, My Advertisement, From Hand to Hand, etc. I decorated many of them with my ad, paying for its promotion to the top lines of the site. As it turned out, it was financially justified. Orders began to appear more or less regularly, and became more profitable. Along with my growing respect for the Internet, I became more and more advanced user, and quite naturally the idea of ​​​​creating my own site arose in my head. Having discovered the talent of an amateur programmer in myself, I made a quite tolerable website with my own hands, rolled up my sleeves, and filled it with SEO content. Now Beardach's blog has become popular, and my beard has become his trademark. But fighting for the first places in the browser's search lines is troublesome and takes a lot of time. The creation of sites that top the list is the work of a team of authors, and not loners who sit down at the computer after a hard day's work, with a glass of beer in their hands.

Do you have an idea to open own business but don't know where to start. A whole site of business ideas at your service. Lots of business plans to start a small business with little investment.

Your blog and contextual advertising

Can be for months relink your site, fill it keywords, but did not include it in the top ten lines. I preferred the other way. Dedicating your time to your core professional activity, I prefer to pay search engines - Yandex and Google behind contextual advertising. To save money, I only pay to promote my blog to the top search bar when I run out of orders. As a rule, the result follows instantly, and my workload is no longer a problem for me.

Most orders come from the Internet

200 rubles - Google;
300 rubles - Yandex;
450 rubles / month, for promoting my ad on Avito;
150 rubles / month, for blog hosting.

To some, these costs will seem excessive, but the level of my income has increased dramatically. I have taken place as the breadwinner of the family and I can afford what I dreamed of. Now, I filter orders, choosing only the most profitable ones. The price of my services has also changed in a favorable direction for me. Of course, I don’t think that you, my colleagues in the shop, plumbers, electricians, tilers and plasterers, are “on you with the Internet.” But if among your friends or family there are advanced users of the World Wide Web, my example may be useful to you.

Lack of demand is a difficult test for any of us. Nobody is safe from it; you can't hide from her. In a financial crisis, a time of ups and downs, it can affect everyone. I was no exception and lost everything: a job, a car and a familiar way of life. But I also learned a lot. I learned to earn where others lacked imagination. I became an extraordinary plumber!

My lack of demand came suddenly. In 2014, another financial crisis came: the dollar tripled, and the purchasing power of the population fell. I, a highly qualified specialist with a higher technical education, at that moment was sure that the crisis would pass me by. The management of the company where I worked in my specialty and was, as it was believed, an indispensable specialist, did not agree with me. And they are not to blame. In a crisis, everyone takes care of himself and only himself. So I lost my job and ended up on the labor exchange.

For a whole year, poking around on vacancies, having tried myself in various labor roles, I could not find something that could provide my family with the usual standard of living. Money was sorely lacking: the monthly mortgage payment could not be deferred; weekly the car required refueling; children needed new clothes, school and kindergarten, entertainment and toys; the refrigerator became more and more empty; Fortunately, my wife understood everything. Friends could borrow money, but how to repay the debt? I sold the car, this money was enough for several months of the mortgage. I took on any job - earnings were enough for food. But, there was no sense of stability. Unclaimedness hung over my head like a big fat rain cloud that threatened, at any moment, to burst open and drown me in a stream of problems.

And then one day, as they say in tabloid novels, fate turned to face me, I found a vacancy for a manager in a wholesale and retail building materials store. Today, in the abundance of building hypermarkets, you don’t even notice them; You have no idea that this type of business exists. IN best case- inconspicuous premises in office centers, but, usually, in order to save money, these are warehouses on the outskirts of the city, where in a single area there is both an office and a shipping area, and all simple goods are folded. The tasks of the manager of such a warehouse store are simple - to find the goods at the request of the client, accept payment, issue documents, and help load the purchased goods. Since it was more wholesale store, I had to load much more often than sit at the computer.

Our clients were those who were engaged in intermediary business - they bought in bulk, took them to their store, in the likeness of a hardware store, in a remote town, and sold at retail; or construction crews, saving the client's money for themselves, bought building materials for the price from the right column, and reported to the customer on the left. On the right was the wholesale price for regular customers, on the left - the retail price. The builders pocketed the difference. The crisis forgave everything. And we store managers did the same. Rare but loved retail customer they released goods with a 10% discount from the left column, and in the accounting department they recorded the sale in the right column. The difference between the columns was 15%, giving a discount from retail, we received a 5% surcharge on wholesale. Managers put this unrecorded revenue in their pocket. A year later, I even bought products of the domestic auto industry, on credit.

During my work in the warehouse, I met various people, our clients: builders, finishers, plumbers. Their work attracted me with absolute freedom. Of course, the work was hard. Shifts are not standardized, customers are strange. On the other hand, what could be harder than loading 3-4 trucks per manager shift? Or stay overnight waiting for cargo from another city? And after waiting, the goods need to be unloaded, placed in a warehouse and entered into 1C. And all this for one salary. So I again decided to change my activities.

Plumber with higher education or how I started trading in toilets and other plumbing

On weekends, I joined a familiar crew of repairmen. He is a design engineer by education, who distinguishes by eye the entire range of pipelines, flanges and fittings; able to mentally calculate the hydrodynamic resistance of the heating system; I became the first assistant plumber. That is, he not only gave keys, but also independently packed threaded connections, installed plumbing, connected washing machines. Payment for work is piecework, on seasonal weekends, earnings amounted to half the monthly salary from my main job.

Gradually, having mastered plumbing work, I took up independent evening calls. I pasted a simple announcement in neighboring houses and porches that I would quickly, at any convenient evening, and for a separate price list and at night, install a washing machine, toilet bowl, bathtub and, in general, repair the faucet, eliminate battery leaks. In a word - call! And they called. There were orders. I still wonder how the plumbers of the whole city found out about the average prices. As soon as one or two colleagues raised the price of installing toilet bowls, the price for this service changed throughout the city. Without any communication with each other. Check - the average cost of a toilet installation service is 1000-2000 rubles. In any city. Probably spying on Avito? Although, if you applied, then you know, there we set from 100 to 500 rubles - the minimum cost of a call, and not the cost of the service.

Once, while installing another toilet with a dual flush system and an enlarged 7-liter tank, I became the owner of an almost new toilet. The 7-liter toilet bowl was bought by the customer due to the fact that the previous one, also new, which he got when buying an apartment, did not “flush”. The problem is familiar to everyone. It is solved by adjusting the flush fittings, moving the float upwards at the pressure valve, increasing the volume of water taken in to the maximum. From the factory, such fittings are set to 2-3 liters. And the maximum toilet bowl is 5-7 liters. But, the master is a master. When asked where to store the “old”, I received a clear answer - you can pick it up. And I took it.

After cleaning it up a bit and setting it up, I sold it to a construction team I knew for half the cost of a new toilet. They just needed a "temporary" toilet - a toilet used during the renovation. It is not a pity to dirty and clog it. At the end of the repair, the "white friend" is changed to the owner's, and taken to the next object. And so on, until it finally fails.

At that moment, I remembered my job as a warehouse manager. Having saved contacts and a “corporate discount”, I started my difficult plumbing business.

And he started with a trade-in service in plumbing. Working as a plumber on call, I offered clients to change the old to the new. With their surcharge. Sometimes the installation came out "free" - the old equipment more than paid for it. I offered new plumbing at the wholesale price + 10%. Thus, "saving" them 5% of the retail price. It’s probably not worth saying that I bought equipment at a “wholesale” price? Many agreed. First, it's cheaper; secondly, I took away the old equipment and took it out; thirdly, the installation cost was lower than on the market. So I got jobs for a few months ahead. He repaired and sold old equipment through local ads and the Internet.

Having collected the necessary capital, he was able to organize a small plumbing team. We promptly provided plumbing services, changed equipment, took out the old, brought in the new. The trade-in service was in demand. You have probably met - the replacement of the old plumbing with a new one. This is also a team similar to mine.

At the point of cheap or social housing, I posted ads for the purchase and removal of used plumbing. Social apartments are equipped with cheap toilets, steel sitz bathtubs, and sometimes, just pallets, the same kitchen sinks. Some live with them, some want to change them. The second part is my audience. Arriving for evaluation and dismantling, along the way I demonstrate a catalog with new equipment: toilet bowls, bathtubs, sinks. The client, as they say, matures. I suggest that he dismantle and buy out the old one, in return, bring and install a new one. One hand - several services. In hypermarkets, analogues are more expensive than mine, and if you buy from them, you also have to pay for installation.

In the commercial housing area and on the Internet, I advertise the sale of new or used cheap plumbing for the duration of the repair. My clients, in this case, are teams of finishers. I started working with some on a subcontract, providing them not only with plumbing services, but also with the delivery of building materials from a warehouse. Of course, they can go there themselves. But, this is the time and the need to have a car. Not every team has them, even if they don't have a good plumber. Some of this group of clients are owners of rental housing and hostels. They already have plumbing - consumables. And an intelligent plumber is their king and god. My team of plumbers works with them 24 hours a day.

Bought a small warehouse for equipment and consumables. The warehouse is located at the local construction market. Is popular. Plumbers, builders and ordinary citizens are my frequent guests. After all, they know that I can sell them a toilet according to the “trade-in” scheme - I take the old one, bring a new one, install it cheaper. Or a bathroom or a shower. And I can also bring - tiles, ceramics, sinks, bathroom furniture; and just Consumables- tile adhesive, cement, soil and the like.

Weekly, on Wednesdays, I announce a promotion - cheapest item in town. I compare prices across all local stores and sell the item 5% off the lowest price. The only condition is self-delivery. The main clients are construction teams, they buy for the future. Usually, promotional goods are: drywall, hardware, building mixtures. The fact is that this is a mass product - there are many who produce and offer. The manufacturer or his regional representative is ready to give a good discount for large wholesale. Now I again wait for a truck at night, but it carries my goods, my profit, and not goods to my director's warehouse. This is a big difference.

Remembering all the way from engineer to big company to a private plumbing foreman and a warehouse store owner, I wonder where I got my strength from. Apparently lack of demand and social obligations to the family. If not me, then who would feed, clothe and provide for them?

,

The American company Roto-Rooter manufactures plumbing fixtures (toilets, sinks) and pipes. She also provides installation and repair services, that is, she keeps a staff of plumbers and plumbers.

It would seem that there is something interesting? An no. This American firm is for some reason - a cult in America, and everyone knows it.

It is clear why - the efforts of the company itself. They want to be the American hegemonic monopoly, and for everyone to associate the word "sewerage" only with Roto-Rooter.

Buying a toilet? Roto-Rooter! Clogged pipe? Roto-Rooter!

That's the kind of ambition people have... They don't think that " since you are a plumber, then you must be a “drunk” and what can you advertise here at all ?! Sit down, shut up...»

It is clear that no one will buy such a toilet and will not start pooping together, although Roto-Rooter encourages lovers to do just that.

Further, the same Roto-Rooter releases a toilet bowl, or rather a whole bathroom room, where the toilet bowl is renamed “Personal Throne”. There is a TV, stereo system, Wi-Fi, headphones, a computer and a bunch of other electronics. It seems that there is even a kettle and a microwave.

Do you think they sell it? No! They made this toilet-toilet in one copy and played at the fair as a prize for the winner of some of their quizzes.

What a scandal! How many conversations!

Roto-Rooter - genius trolls

You guessed it - the foundation of any advertising campaign from Roto-Rooter plumbers is the "Trolling" genre. So what to do? When you are a plumber and swimming in shit, what other style of communication with a clean layman can you choose? Only become an evil and malicious troll! And people love it.

But with one Roto-Rooter, it was so lucky ... It's with the Anglo-American folklore tradition called "Haunted House". Here we do not have this genre and this culture, and we do not understand. But we will try to give ourselves a mini-lesson of regional studies and we will understand everything.

In England, Scotland, Ireland, the theme of ghosts is very fond of. They have a ghost in every house there. And you live in the deaf countryside among the Yorkshire wastelands and swamps - you will not even dream of it ... And then Europe is not Russia. Have you seen many houses in Russia dating back to the 15th century?.. Huh? So that people live there and offices function normally? They don’t know how to protect the historical center, they don’t know how ...

And in Europe there are a lot of such houses! .. Can you imagine how much these houses of history have collected within their walls, what kind of acoustics are there and how the wind is buzzing from the pipes? These houses are forbidden by law, by the way, to rebuild.

So, when the Irish, Scots and English moved to America in bulk, they brought their banshee ghosts and other local evil spirits there. And in general - English-speaking folk culture includes mysticism and gothic by default.

So, haunted house. When it began to change rapidly and there was running water in it, the myth of the haunted house was also modernized!

It "turned out" that ghosts love to live in a system of water pipes! If you are an attentive connoisseur of horror films, then you will clearly remember several films at once, where ghosts “playing” with pipes and taps are a traditional motif. Remember the "moaning Myrtle" who lived in the women's toilet and also traveled through the pipes ("Harry Potter").

And now let's quickly move from the era of grandfather's fairy tales about the banshees - to the cult series "Ghostbusters". And we will see what connection this series has with the creative advertising of Roto-Rooter sanitary ware

Often the pipes really hum and make ominous sounds. Especially if you live in a large two-story house with old sewage and plumbing. Therefore, the creators of the series "Ghostbusters" and came up with the images of two funny plumber characters.

The guys come to the call and already figure it out on the spot - where the pipes need to be repaired, and where the poltergeist is “naughty”.

Their names are (national heroes of TV-America) Jason Hawes and Grant Wilson. They are plumbers who, having gained experience, founded and led the Atlantic Paranormal Society.

Well, the cutie plumber named Jason Hawes in this series is constantly wearing the uniform of employees of the company Roto-Rooter!

This is jeans, so jeans ...

(Jeans - this is how journalists call paid material or hidden advertising).

Now, every American who watches the popular series has a clear connection in his head: plumbing - plumbing - Roto-Rooter - ghosts.

And from here to the annual Halloween holiday is within easy reach!

Halloween is the annual talent fair!

Halloween is an occasion to "promote" in the West, everyone works and thinks!

And here is the latest news from Roto-Rooter. For this Halloween, the company released a free book, which contains spooky ghost stories and tales accumulated by employees of the company during the years of cleaning pipes in the townsfolk's apartments. Troll-style humor from Roto-Rooter What kind of tales can plumbers and plumbers have?

What are the stories about the unusual causes of blockages worth? How do you like the artificial eye found in the pipe?

And it doesn't matter who you are - a plumber or a company that produces an iPhone.

Everyone has the right to the status of a "cult company". Here are the plumbers...

13.11.2012

Earn up to
200 000 rub. a month, having fun!

2020 trend. Intelligent entertainment business. Minimum investment. No additional deductions or payments. Turnkey training.

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