Carpet Cleaning Mareting - Don't Make This Mistake.

Social networks can be great marketing tools­­--but make a misstep and you could end up doing your company more harm than good. Perhaps the biggest mistake businesspeople make is posting on a company blog or Social Media site personal views on politics or religion. If you want to voice your opinion about a particular political party, brag about getting a DUI over the weekend or share your religious views, do it somewhere else – unless you don’t care about losing customers.

Recently Sovran Communications Group was retained by a company that is well established in the field. This company has been in business for more than 10 years, they consistently “enjoyed” increased year after year sales and are known for quality and service. Beginning in 2008 this company’s revenue dropped 19% from the previous year. In 2009 their revenues dropped another 8% and they were forced to lay off two technicians. In 2010 revenue remains flat even though they increased their advertising budget by 20% over the previous 12 months.

As part of our reputation review process we analyzed this client’s reputation via the internet, public records and through print media and professional contacts. Within hours we identified the problem and flew out to meet them at their home office.

Approximately two years ago (2008) our client, the owner of the company, decided he was going to loudly involve himself AND his company in politics. He’d made a decision that he didn’t like who was running for President of the United States and he was going to do everything possible to make sure his candidate won. In his enthusiasm, he placed bumper stickers on all company vehicles “name calling” his political parties opponent. He also decided to start blogging in his company’s name about his “disgust” concerning this candidate. And just to make certain everyone in his market area knew his opposition to the candidate; he decided to send letters to the editor of his local newspapers which were promptly published.

This owner – he sure impressed the members of his political party – at his own peril. As he was walking around town with his chest stuck out he was alienating 50% of his potential customers. The “potential customers” who didn’t agree with his political views simply called on his competitor. On top of this, a percentage of his previous customers who were now made aware of his political views and didn’t appreciate his “over-the-top” grandstanding simply stopped inviting his company back into their home and called on somebody else.

To make a long story short, this client lost over $450K in two years and to top things off, his candidate lost the election handedly. He’s lost a percentage of his previous clients forever and he’s tarnished his company image for years to come.

Lesson learned – don’t allow your personal political or religious leanings to affect the growth of your company. Keep the political bumper stickers off your vans, don’t post on Facebook, blogs, etc. your distaste of one’s political leanings, and certainly don’t tout religious values in any company communications.

Currently we are working with this client and in time we should be able to reverse the damage he’s caused his company.

Never forget - your political leanings or religious views aren’t shared by everyone. And just as you have the right to make them “loud and clear” your market has a right to reject them and shop someplace else.

Sovran Communications Group is a marketing and business consulting firm to the carpet cleaning and restoration services industry. For more information on our company and the services we offer, please visit us online at www.sovrancommunications.com