There’s an old saying about advertising that 50 percent of it works — it’s just that nobody knows which 50 percent that is. But even with all the tracking and analytics available in the digital age, it’s still almost impossible to make a direct connection between one marketing piece and a sale. That’s why contractors shouldn’t rule out any media, from a line ad in the Yellow Pages to a spot during the Super Bowl.
Tom Casey, chief visionary officer of Griffin Services, said he’s seen more dollars poured into online advertising in recent years, but with fewer results. Casey said online marketing works for consumers in immediate need of services. Traditional media creates the awareness that brings those customers to a specific contractor during that online search.