5 Affordable Marketing Tips That Will Increase Business

"It's effective," he says. "The last time I sent a coupon out, I got three e-mails. They're not big projects, but we do get a response."

Vecchioli says he also sends "e-mail bombs" to his client list once a month. "We get monthly specials from our vendors," he says. "So, that's when we'll bomb."

Palladino says Maven Audio Visual is considering e-mail marketing and e-newsletters. "It's a matter of hitting the lead," he says. "If we get that one guy and then we get his friend, he'll pass our name around — business will be perpetual."

If Maven Audio Visual launches a full-on e-mail campaign, Palladino says he'll once again rely on his local Chamber of Commerce. "They'll sell us a list of e-mail addresses of the members," he says. "Then, we may buy e-mail blasting software."

Approach the Local Media

Few efforts will provide the exposure that local media channels can.

Greg Matusky, president of Gregory FCA Communications, a media relations firm based in Ardmore, Penn, says there is a "real insatiable demand by the media to cover the home technology industry."

"When you see opportunities to build relationships with those [media] individuals, offer them story ideas," Matusky suggests. "If you have a media member in your store, you say, 'Here is a story you should cover, and I can tell you all about it.'"

Matusky insists integrators should not be shy about approaching the local media. "Explain to them what's important to viewers and readers," he says. "They're not put off by that." In fact, Matusky says members of the media are easier to "sell" than consumers.

"Those in the media have airtime to fill, pages to fill in the next day or the next week," he says. "The media is going to do lifestyle stories. They might as well be doing them about you."

Use Some Old-School Methods

Wogsland is not above employing "old fashioned" marketing. Door hangers, yard signs, etc. — they are all effective ways of generating leads, he says.

"We can learn from the guys who sell driveways and roofing," Wogsland says. "When a roofing company is working in an area, they blanket the surrounding four blocks."

When Enhanced Home Systems is working on a project, it puts its signs in the yard. "Make sure you mail [promos] or put a door hanger that says, 'We're working in the area,'" Wogsland says.

Wogsland says Enhanced Home Systems is working tirelessly to improve its processes in every aspect of business, including stepping up efforts to "qualify" clients and determine how much to spend prior to the sales pitch.

The company is also looking at its system designs as a profit center. "Architects, lawyers, dentists … no one gives their knowledge away for free," Wogsland says. "Even a landscaper charges for his designs, but a custom guy doesn't."

Wogsland sees marketing materials as being analogous to military artillery. "You can't just win a war with air power," he says. "You can't just have one element going out there."