Clayton Holland came into the service business with no formal marketing training, but that hasn’t kept him from developing a fully integrated marketing campaign rooted in one basic principle: strong brand recognition.With a campaign that includes a vanity phone number (800/GOT-ROOTS), targeted radio ads, a well-orchestrated telemarketing program and a Web site, Holland makes it easy for potential customers to remember his company, Advanced Hydro-Jet & Rooter Service Inc. in Wadsworth, Ill. (near Chicago).His success, based largely on self-taught, common sense principles, shows that effective marketing is by no means too complicated or expensive for business owners to implement by
