How to market to the cleaning industry

“Marketing is serious business, it’s not social correspondence. There are competitors who would love to have your customers.” 

Excerpt from Lonny Kocina’s book, 

The CEO’s Guide to Marketing  

COVID-19. Essential services. Shortages. Virtual events. It’s not business as usual for the cleaning industry. Even as the American public and consumer-facing businesses focus on sanitizing, the cleaning industry is also rising to the challenge of using more eco-friendly products and processes. 

With so much going on, how can your story be heard by the right decision makers? The best cleaning industry marketers use a strategic process. One of the strongest processes is Strategically Aimed Marketing (SAM 6®). I also suggest focusing most of your energies on publicity. It is an inexpensive way to reach the masses; it explains what your product or service is, and what differentiates it from your competition. The reach of a media story is like telling your product’s story to a packed stadium. It’s like an endorsement on steroids.

Who buys and why? 

With SAM 6, you’ll be guided along a logical six-step process that will help you define everything needed for an effective marketing campaign. We have a free workbook on our site along with easy-to-use SAM 6 tools

You’ll dive into your primary target markets (janitorial professionals, wholesale distributors, consumers, etc.); you’ll identify your top value points for each market (What gives you the competitive edge?); and you’ll tie all of this back to your company’s vision and mission. You’ll also determine where you want to market to each buying segment and how frequently. 

When you’ve completed steps one through five, you’ll be ready to launch into promoting your business. Media coverage is probably much more attainable than you think. Our publicists are industrious and creative. They have arranged tens of thousands of product news stories so we have a good idea what the media is interested in. 

And with our Pay Per Interview Publicity®, you are charged by the story we arrange, not per hour we work.

Media coverage is the perfect tool for companies that need to be heard in a crowded category. Of course, not every product or service is worthy of media coverage. But most are. And while it can be very challenging to introduce a new product, it can also be extremely rewarding. We’d like to help you teach more people about what you offer. 

Media Relations is recognized for helping our clients’ businesses to grow. We’ll help you leverage the resources of our full-service agency to tell a wider audience about your cleaning product or service. Call us at 952-697-5269 or complete our form. Let’s talk about the promotional tools that can best help you.

Written by Krista Wignall

Krista is a former TV news producer, so she’s a natural at working with the media. She’s also creative and persistent. When she’s got a good story that needs to be told, she won’t give up until she’s made it happen.

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