• Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • CONTRACTORS
  • ENGINEERS
  • RADIANT & HYDRONICS
  • INSIGHTS
  • MEDIA
  • RESOURCES
  • EMAGAZINE
  • SIGN UP!
cart
facebook instagram twitter linkedin youtube
  • PRODUCTS
  • FEATURED PRODUCTS
  • CONTRACTORS
  • BATH & KITCHEN PRO
  • BUSINESS MANAGEMENT
  • HIGH EFFICIENCY HOMES
  • TECHNOLOGY
  • WATER TREATMENT
  • PMC COLUMNS
  • PMC COLUMNS
  • Dave Yates: Contractor’s Corner
  • John Siegenthaler: Hydronics Workshop
  • Kenny Chapman: The Blue Collar Coach
  • Matt Michel: Service Plumbing Pros
  • Scott Secor: Heating Perceptions
  • ENGINEERS
  • CONTINUING EDUCATION
  • DECARBONIZATION | ELECTRIFICATION
  • FIRE PROTECTION
  • GEOTHERMAL | SOLAR THERMAL
  • PIPING | PLUMBING | PVF
  • PME COLUMNS
  • PME COLUMNS
  • Christoph Lohr: Strategic Plumbing Insights
  • David Dexter: Plumbing Talking Points
  • James Dipping: Engineer Viewpoints
  • John Seigenthaler: Renewable Heating Design
  • Lowell Manalo: Plumbing Essentials
  • Misty Guard: Guard on Compliance
  • RADIANT & HYDRONICS
  • RADIANT COMFORT REPORT
  • THE GLITCH & THE FIX
  • INSIGHTS
  • CODES
  • GREEN PLUMBING & MECHANICAL
  • PROJECT PROFILES
  • COLUMNS
  • SPONSOR INSIGHTS
  • COLUMNS
  • Codes Corner
  • Natalie Forster: Editorial Opinion
  • Guest Editorial
  • MEDIA
  • EBOOKS
  • PODCASTS
  • VIDEOS
  • WEBINARS
  • RESOURCES
  • INDUSTRY CALENDAR
  • DIRECTORIES
  • PM BOOKSTORE
  • CE CENTER
  • MARKET RESEARCH
  • CLASSIFIEDS
  • EMAGAZINE
  • EMAGAZINE
  • ARCHIVE ISSUES
  • CONTACT
  • ADVERTISE
  • PME EMAGAZINE ARCHIVES
search
cart
facebook instagram twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
    • FEATURED PRODUCTS
  • CONTRACTORS
    • BATH & KITCHEN PRO
    • BUSINESS MANAGEMENT
    • HIGH EFFICIENCY HOMES
    • TECHNOLOGY
    • WATER TREATMENT
    • PMC COLUMNS
      • Dave Yates: Contractor’s Corner
      • John Siegenthaler: Hydronics Workshop
      • Kenny Chapman: The Blue Collar Coach
      • Matt Michel: Service Plumbing Pros
      • Scott Secor: Heating Perceptions
  • ENGINEERS
    • CONTINUING EDUCATION
    • DECARBONIZATION | ELECTRIFICATION
    • FIRE PROTECTION
    • GEOTHERMAL | SOLAR THERMAL
    • PIPING | PLUMBING | PVF
    • PME COLUMNS
      • Christoph Lohr: Strategic Plumbing Insights
      • David Dexter: Plumbing Talking Points
      • James Dipping: Engineer Viewpoints
      • John Seigenthaler: Renewable Heating Design
      • Lowell Manalo: Plumbing Essentials
      • Misty Guard: Guard on Compliance
  • RADIANT & HYDRONICS
    • RADIANT COMFORT REPORT
    • THE GLITCH & THE FIX
  • INSIGHTS
    • CODES
    • GREEN PLUMBING & MECHANICAL
    • PROJECT PROFILES
    • COLUMNS
      • Codes Corner
      • Natalie Forster: Editorial Opinion
      • Guest Editorial
    • SPONSOR INSIGHTS
  • MEDIA
    • EBOOKS
    • PODCASTS
    • VIDEOS
    • WEBINARS
  • RESOURCES
    • INDUSTRY CALENDAR
    • DIRECTORIES
    • PM BOOKSTORE
    • CE CENTER
    • MARKET RESEARCH
    • CLASSIFIEDS
  • EMAGAZINE
    • EMAGAZINE
    • ARCHIVE ISSUES
    • CONTACT
    • ADVERTISE
    • PME EMAGAZINE ARCHIVES
  • SIGN UP!

Offbeat Marketing Ideas

By Jim Olsztynski
October 1, 2002
(The following was published in the print edition of the PHC Profit Report newsletter, now available as a FREE weekly electronic newsletter. Subscribe by visiting the PM Web site www.PMmag.com. Look for the e-PHC Profit Report icon atop the left-hand column of the opening page.)

Consumers are bombarded with literally thousands of marketing messages every day. It's hard to be heard above the din. So once in a while, it just might pay to do something that defies conventional wisdom. Here are some ideas.

Let the customer name the price.

PHC Profit Report once heard of a restaurant that had no prices on the menu. Instead was a notation along the lines of, "pay what you think the meal was worth." The owner supposedly made more money than he did in previous tries at the restaurant business with conventional menu prices.

We're not recommending that any PHC company turn its entire business into a "pay what you think it's worth" establishment. But this might be worth experimenting with on selected jobs from time to time. Compare the prices paid with your normal rates and what competitors charge.

PHC Profit Report isn't certain, but suspects that many flat-rate firms would get shortchanged doing this, because most flat raters have prices well above the market norm. However, we wouldn't be surprised if many "going rate" firms were to find that customers value their services more than they do.

Give it away for free.

Budget a certain amount of work to give away each month for free to institutions or individuals down on their luck. Involve your customers by inviting them to nominate deserving recipients.

You can do this via a "leave behind" nomination form, which also can be mailed once or twice a year. So you end up giving away a few thousand dollars a year in charitable service.

What's more likely to endear you to customers: an advertisement costing tens of thousands of dollars a year that brags about all the good things you do, or the same money spent on charitable offerings and attendant publicity?

Reward complaints.

Debra Koontz Traverso is a marketing consultant and author of "Outsmarting Goliath: How to Achieve Equal Footing with Companies That Are Bigger, Richer, Older and Better Known." She tells of helping a Philadelphia bar owner establish a complaint system from patrons. Each month the winner's picture was placed on a Complaint Wall of Fame. The program was talked about around town and written up in a daily newspaper.

All of you get complaints whether you want them or not. Consider holding a contest similar to that bar's, with a suitable award for the best complaint of the month. Criteria should focus on pointing out a genuine shortcoming in your services, especially one that leads to a constructive solution. Treat the winner to a restaurant certificate, and publicize the results to the local press and in a customer newsletter. Give second, third and honorable mention prizes to other entrants consisting of discount certificates to your own company's services.

Naturally, you don't want to go overboard publicizing incidents of poor performance on your part, especially where legal issues may be at stake. Focus instead on drawing attention to misunderstandings or minor goof-ups that everyone can identify with. Tell what actions you took to correct the problem and make sure it doesn't happen again.

Create more customer awards.

You don't have to limit them to "Best Complaint." Hold contests for Nicest Customer ... Best-Kept House ... Neatest Pet, etc. Have your service techs and customer service reps nominate people for these awards.

Be sure to publicize the heck out of them. Become known as the "fun company" in your business.

Accept all coupons, and advertise the fact.

Don't bother printing up your own discount coupons. Simply publicize the fact that you'll honor the discounts offered by any PHC firms in your market. You'll save on the printing expense and reach more people with this offer than by distributing your own coupons.

Show and tell.

Every service technician should be supplied with a camera to document vehicle or jobsite accidents. You can also get marketing mileage out of the cameras by taking pictures of equipment problems. Showing is always more effective than telling, especially to nontechnical customers, and it enhances your professionalism.

Market your firm to potential employees.

Most PHC firms have more business than they can handle, but almost none have the people they need and want. So concentrate your marketing efforts on recruiting top-notch people with pitches that portray yours as a top-notch company to work for if they can make the grade.

Guess what? Potential customers will notice these ads, too.

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Jim Olsztynski is the former editorial director of Plumbing & Mechanical.

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • Worker using the Milwaukee Tool SWITCH PACK drain cleaner

    Pipeline profits: Drain cleaning, pipe inspection create opportunities

    Drain cleaning and inspection services offer lucrative...
    Plumbing News
    By: Nicole Krawcke
  • Uponor employee, Arturo Moreno

    The reinvestment in American manufacturing and training

    Plumbing & Mechanical Chief Editor Nicole Krawcke and...
    Plumbing News
    By: Nicole Krawcke and Natalie Forster
  • March 2024 Women in Plumbing hero image of woman engineer overlayed by circle of hexagon shapes with numbers from 1 to 10

    Celebrating 10 Influential Women in the Plumbing Industry

    Celebrating Women's History Month and Women in...
    Plumbing News
    By: Nicole Krawcke
Manage My Account
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine
  • Manage My Preferences

Bell & Gossett Illustrates Path to Net-zero at AHR Expo

Bell & Gossett Illustrates Path to Net-zero at AHR Expo

NIBCO Press Solutions

NIBCO Press Solutions

IPEX celebrates grand opening of new Florida distribution center

IPEX celebrates grand opening of new Florida distribution center

AI can boost efficiency and profitability for plumbing, HVAC contractors

AI can boost efficiency and profitability for plumbing, HVAC contractors

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Plumbing & Mechanical audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Plumbing & Mechanical or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • J.J. Keller CMV vehicles on road
    Sponsored byJ. J. Keller & Associates, Inc.

    The dash cam game-changer for small business safety

Popular Stories

Heat pump of air-water technology for the home.

Rethinking Heat Transfer: Why 'Natural' Isn't Always Ideal for Air-to-Water Systems

Bath & Kitchen Pro 2025 Cover 900x550 hero image

eBook | Fifth annual Bath & Kitchen Pro

Solar rooftop on apartment condo building in Nashville, Tennessee. Production of clean ecological electrical energy. Renewable electricity with zero emission.

The Age of Deregulation? Proposed Changes to Federal Energy Efficiency and Water Conservation Standards

2025 Bath & Kitchen Pro eBook

Events

November 13, 2024

Future Proofing MEP: Navigating the 2026 High Efficiency Water Heating Standards

Join our deep dive into DOE’s new standards so you can future-proof your MEP practice.

EARN: 0.1 ASPE CEU; 1 AIA LU/HSW; 0.1 IACET CEU*; 1 PDH

View All Submit An Event

Poll

Will business be up or down in 2025?

Do you anticipate business in 2025 to be up or down in comparison to 2024?
View Results Poll Archive

Products

The Water Came To A Stop

The Water Came To A Stop

See More Products

Download the FREE Water Conservation, Quality & Safety eBook: Plumbing Trends Increasing Safe Water Availability

Related Articles

  • Adams Hudson

    Ten low-cost holiday marketing ideas

    See More
  • Matt Michel

    7 plumbing marketing ideas

    See More
  • Plumbing Trends
    Turning The Offbeat Into The Mainstream

    See More

Events

View AllSubmit An Event
  • June 10, 2025

    HVAC and Plumbing Marketing 101: How to Stand Out, Get Hired, and Get More Jobs

    On Demand It’s not enough to just get more leads. You need to get more of your ideal customers. And this webinar will show you how. 
View AllSubmit An Event
×

Keep your content unclogged with our newsletters!

Stay in the know on the latest plumbing & piping industry trends.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
    • Supply House Times
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

search
cart
facebook instagram twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
    • FEATURED PRODUCTS
  • CONTRACTORS
    • BATH & KITCHEN PRO
    • BUSINESS MANAGEMENT
    • HIGH EFFICIENCY HOMES
    • TECHNOLOGY
    • WATER TREATMENT
    • PMC COLUMNS
      • Dave Yates: Contractor’s Corner
      • John Siegenthaler: Hydronics Workshop
      • Kenny Chapman: The Blue Collar Coach
      • Matt Michel: Service Plumbing Pros
      • Scott Secor: Heating Perceptions
  • ENGINEERS
    • CONTINUING EDUCATION
    • DECARBONIZATION | ELECTRIFICATION
    • FIRE PROTECTION
    • GEOTHERMAL | SOLAR THERMAL
    • PIPING | PLUMBING | PVF
    • PME COLUMNS
      • Christoph Lohr: Strategic Plumbing Insights
      • David Dexter: Plumbing Talking Points
      • James Dipping: Engineer Viewpoints
      • John Seigenthaler: Renewable Heating Design
      • Lowell Manalo: Plumbing Essentials
      • Misty Guard: Guard on Compliance
  • RADIANT & HYDRONICS
    • RADIANT COMFORT REPORT
    • THE GLITCH & THE FIX
  • INSIGHTS
    • CODES
    • GREEN PLUMBING & MECHANICAL
    • PROJECT PROFILES
    • COLUMNS
      • Codes Corner
      • Natalie Forster: Editorial Opinion
      • Guest Editorial
    • SPONSOR INSIGHTS
  • MEDIA
    • EBOOKS
    • PODCASTS
    • VIDEOS
    • WEBINARS
  • RESOURCES
    • INDUSTRY CALENDAR
    • DIRECTORIES
    • PM BOOKSTORE
    • CE CENTER
    • MARKET RESEARCH
    • CLASSIFIEDS
  • EMAGAZINE
    • EMAGAZINE
    • ARCHIVE ISSUES
    • CONTACT
    • ADVERTISE
    • PME EMAGAZINE ARCHIVES
  • SIGN UP!