Many construction-services companies rely on word-of-mouth referrals as a primary marketing tool.
While there’s no doubt this is one of the most valuable and cost-effective forms of advertising, Lovett Services — a company that prides itself on doing things differently — takes a much wider, as well as unorthodox, view of marketing.
“Word-of-mouth referrals might be the No. 1 way to reach potential customers, but there’s also a No. 2 method, a No. 3, a No. 4 a No. 5 and so on,” says Aaron Sawyer, the company’s corporate communications manager. “We’re one of the largest marketers in our industry and one of the most well-branded companies in Oregon. For all we know, some people might think we’re a company that makes snowboards. But that’s OK — we just want our name out there.”
Sure, the company depends on conventional marketing methods such as working with state and regional trade organizations to sponsor events ranging from symposiums and networking events to golf outings and fishing trips, Sawyer notes.
But the company also veers sharply from the norm by embracing consumer marketing to create what Sawyer calls “zombie loyalists,” aka extremely rabid fans. For example, Lovett Services gives away 5,000 to 10,000 pieces of Lovett-branded merchandise annually to everyday consumers through social media contests — everything from stickers and hats to hooded sweatshirts and Yeti cups, he says.
“We achieve organic growth from people who know about our brand but would probably never use our services,” Sawyer says. “It’s worth the effort because anyone who can spread our message is great. You never know when one of our fans is talking to someone who mentions that they have, say, a plumbing or drain emergency. You just never know where a job reference is going to come from.”
The company also does radio and television advertising — even over-the-top advertising on digital streaming platforms.
That may seem like a very counter-intuitive approach for a construction-services company. But Sawyer notes that you never know who might be watching streaming television programs.
“A guy who runs a utility or a large facility might be watching,” he says. “We’re always interested in trying the next new thing to stay top-of-mind with consumers.”
The company’s focus on continual improvement and learning for employees also bolsters marketing efforts. As evidence, Sawyers points to the company’s five-star average out of 246 Google reviews.
“That’s hard to get in this industry,” he notes. “It takes a lot of work — a culture of people that are working to get five-star reviews.”
The company’s logo, emblazoned on every service vehicle and machine, also plays a big role in branding.
“Most people I meet know who Lovett is,” Sawyer says. “We’re very good at getting the word out.”
Read more about Lovett Services in the November 2023 issue of Cleaner magazine.
