A PSI program called Mind Share Marketing aims at helping member firms - and ultimately a PSI consolidated entity - achieve market dominance as a brand name.
Plumbing contractors invest the vast majority of their advertising budgets in direct response advertising, i.e., Yellow Pages and direct mail, as they should. For most it would be a waste of money trying to build name recognition. In fact, Plumbers' Success International co-founder John Young told members at their "Success Summit" in Phoenix in January, "Most contractors are lucky to have ineffective marketing, because otherwise people would find out how bad they are."
PSI's first priority is to help members' shore up operations to the point where they can benefit from powerful marketing. Those who qualify will have an opportunity to go beyond direct response advertising into the realm of branding.