[Mike_Boxall]

17th September 2007

Hi

Finally we have the site online at http://www.spickandspan-directory.co.uk/

We're still in the process of adding data to it so some categories are empty at the moment. We're also finishing off some more functionality (each listing will have a google map attached to it, for example)

To see the difference between a Free listing and a Featured listing please search for 'Window Cleaning Traditional' in TR27. Tou can then select the first 2 or 3 results (including David Morris Window Cleaning) and compare the results.

We've done our best to accomodate all the suggestions that have been made over the past couple of months and I hope everyone will give the site a try for at least a few months and then let us have some feedback in terms of the business generated. You will start to see the site advertised heavily both online and offline over the next few months. We're keen to keep developing and improving the site so if you have any more ideas then please let us know.

In terms of pricing , there are 3 options. You can get a FREE listing with your name, address and telephone number or you can pay either £15 + vat per month or £150+ vat per year for a featured listing like the Dave Morris example above.

As an incentive for forum members to sign up quickly, we are offering a 10% discount on these prices for the next 2 weeks only. To qualify for this discount you must use the referrer code 'cleanitup' on the sign-up screen. Once you submit your information, the 10% discount will be applied on the following screen.

If you have any questions or comments please let me know

Regards

Mike

************************************

Hi

You may remember a while ago we mentioned about developing a cleaning directory to supplement the forum. At the time, it was said that a number of directories were in the process of being created and / or launched and we decided to wait and see what developed. However, none seem to have got off the ground successfully and we have now decided to continue with the development ourselves.

We are now very close to launching this brand new specialist directory. It will allow end users to find and compare cleaning providers in their area and will offer effective low-cost advertising for contractors of all types.

Our aim is for it to become the UK's leading online advertsing tool for small to medium sized cleaning compaines by providing end-users with specialist information not available elsewhere.

We're working with a number of third parties to offer unique facilities such as insurance verification and trade membership details and we have a comprehensive marketing plan that will guarantee a high volume of users.

What we would like before we launch is some general feedback on your experiences of other online directories you may have tried.

• What has worked and what hasn't?
• As an advertiser, what features would you like to see?
• What features do you think your potential customers would like to see?
• How much do you spend on online advertising?
• What proportion of your business do you get from online advertising?

 

If you have any questions or suggestions please post them here.

Regards

Mike Boxall
 

[lands]

Mike, I don't doubt you have done your homework and that you have a comprehensive marketing plan in place but these things are historically very difficult to get off the ground and tempt end users away from the likes of Yell.com and Google. I'm also not sure that the end user is educated enough to realise the obvious benefits of a site like this but then perhaps that is all factored in to your plans.

I've have worked for a few of these Co's before becoming a C.C. and my 2p worth would be to keep it very simple for the end user to use. Focus on the marketing, that's where the hurdles will be.

All that said, I will support it, advertise on it and promote it myself as the principle of these types of sites are great it's just getting the message home to enough of the Gen public that's difficult.

Pete

[Mike_Boxall]

Thanks Pete

The pricing will be such that people can try it at very little cost and we'll have a number of affiliates promoting it. Yell, and all the others, are very generic and don't allow the end user to compare specislist services which will be one of the key differences.

As soon as you are able to subscribe I will send you a link.

Regards

Mike

[calmore]

I'd say:

1.  Keep the pricing low until people can verify that it works.

2.  Ask for a backlink to the site from members as a way of boosting the directory's pagerank. If the directory gets more visitors them members will get more business. It's a two way thing.

3. Don't make it a "closed shop" where it's compulsory to be a member of such-n-such association. Not everyone is a member and not everyone can afford it, especially when setting up a business. There are some very professional CCers out there that don't belong to anything. (By all means have a profile where memberships can be listed)

4. Verification of insurance is a must, however..

5. I think it'd be a good idea to have a set of standard "rules" that all directory members will abide by. (Boosts the custy's confidence)

6. Consider getting some van stickers made to sell to members to help pay for the scheme. "Were listed in the professional XYZ directory" sort of thing. (Yellow pages did/does something similar)

7. Perhaps run special offers on the site that all members will honour? "Mention this directory and get 10% off" or whatever, which will encourage custys to recommend the directory to others.

[calmore]

In direct answer to your questions:

"What has worked and what hasn't?"

With respect to online advertising, very little. But then again it's early days. Have had a limited response from Adwords.

"As an advertiser, what features would you like to see?"

A listing of the services I offer. A link to my website. Perhaps even a link to email me. I'd like to be able to update my listing as-and-when to provide details of special offers etc.

"What features do you think your potential customers would like to see?"

Details of geographic location covered and services offered. Perhaps a coverage map would be a good idea.

"How much do you spend on online advertising?"

As little as I can get away with. Once I see that I'm getting a return from my current investment I will increase my budget! 

"What proportion of your business do you get from online advertising?"

1% ish.

[simonwonder]

hi mike


good for you count me in   
welldone calmore i agree with you
special offers and geograhic area and services offered is a must i would think
bring it on
i believe  that a backlink can be only good news for all concerned

respect
simon

[Art]

There's several really good online directories that are free if you link them to your website and there's loads of other directories around if you take the time to look for them.

So if there's a subscription involved it would have to have some unique features, that some of the others don't have?

Any idea on price?

[Mike_Boxall]

Hi Guys

Thanks very much for your input, it really is appreciated. A lot of what has been mentioned is already included but there's a couple more ideas there to consider.

Keep 'em coming!

Regards

Mike

[lands]

I agree with the insurance verification (treatment works) and also the why we should not necessarily be attached to an org ie. ncca
You could however give a lesson in the step by step methods that a good CC should be doing ie Vac (perhaps even agitation prior to this), Pre-treat, agitation, dwell time, rinse/extract and re-allign (not including specialist requirements of course).
This might be a good marketing tool. How it should be done and checking that your CC does this within their price.

Pete

[Mike_Boxall]

There's several really good online directories that are free if you link them to your website and there's loads of other directories around if you take the time to look for them.

So if there's a subscription involved it would have to have some unique features, that some of the others don't have?

Any idea on price?

Not sure of price yet but it will certainly be competitive. Payment will be made monthly and can be cancelled with just a months notice. What will make it succesful or not will really be down to the number of searches it gets so we'll be working hard to promote it both online and offline.

We're working with 2 key insurance companies in the window cleaning sector and we're hoping to do the same for carpet cleaning too to be able to validate insurance as members enter their details.

I accept the argument that says not all good carpet cleaners belong to a trade association and not all bad ones don't BUT we will be recommending users to give them preference. Whilst there are always exceptions generally the better ones are members.

Bring it on 

Mike

[Ahtisham_h]

How many people will this directory be circulated to?

[lands]

Atisham,

It's an online directory so unless the boys are planning on giving away free PC's the answer is no-one.

Pete

[Mike_Boxall]

...there will be lots of offline activity as well as online marketing but we do not plan to launch a printed directory.

People are using directories less and less and, while Yellow Pages pages would like you to believe otherwise, they do not generate the returns they used to. Yellow pages is useful to find the number of a company you already know about but there are now much more effective forms of quantifiable advertising to consider. Our directory will be one of them.

Regards

Mike

[Ahtisham_h]

Can you prove that Yellow Pages is being used less and less? You seem v sure...is this your personal opinion?

When you say that the Yellow Pages does not provide a return on investment, what evidence do you have to support this?

I would compare your offering to Yell.com rather than Yellow Pages, this could be misleading. to others.

[Mike_Boxall]

Can you prove that Yellow Pages is being used less and less? You seem v sure...is this your personal opinion?
When you say that the Yellow Pages does not provide a return on investment, what evidence do you have to support this?
I would compare your offering to Yell.com rather than Yellow Pages, this could be misleading. to others.

Hi

To answer your question, no I'm not speculating, I'm fortunate enough to have access to certain Yellow Pages performance figures but you are quite right in that there is a significant difference between Yell.com and Yellow Pages and there are certainly good arguments for both.

I don't want to get you into trouble here but I would suggest you check your organisations policy with regard to posting on forums like this.

Regards

Mike

[lands]

Mike

If this guy's ASM (area sales manager) and more importantly the Yell (super power) legal team saw his thread they would have kittens. As an ex rep myself I would guess that the CandUp cln section is worth around £3-4m per year in the directory country wide.

Yell's products are not the monopoly they once were and despite the constant brainwashing it's reps are subject to by their employers the people that matter really do know. Would'nt even reply to the posts any more if I were you. Concentrate on getting this new site working and makin me some money.

Pete

[Mike_Boxall]

Hi

We're getting there! Thought you might like to see some screenshots. We plan to launch the live site very soon and have had some really positive feedback so far.

The elements that users will be able to compare companies by will initially include:

Distance, date established, number of employees, services offered, payment types taken, free quote availability, moneyback guarantee, reference availability, insurance details, trade memberships, minimum call-out charge, days per week service

Categories will initially include:

Carpet Cleaning, Carpet Protection, Upholstery Cleaning, Upholstery Protection, Curtain Cleaning, Hardfloor Cleaning, Hardfloor Restoration, Window Cleaning Traditional, Window Cleaning Pure Water
Window Cleaning Abseil, Leather Cleaning, Leather Restoration, Office Cleaning, Domestic Cleaning, Car Valeting, Oven Cleaning, Drain Cleaning, Fire Restoration, Flood Restoration, Trauma Cleaning, Computer Cleaning, Builders Cleaning.

It will cost £15 per month or £150 per year to advertise in up to 6 categories and we have a significant amount of end-user advertising planned and, indeed, already booked. There will be an option to add your business for free but you will not be able to list the details above. It'll be easy for people to use and I'm sure you'll find it to be the most effective way to pick up targeted new business!

Trade association memberships will be validated on sign up. The initial options we hope to list will include the NCCA, APWC, FWC and BICSc but if you have other suggestions please let me know.

Please keep your feedback coming. It really is appreciated!

Many thanks

Mike

[lands]

Mike, can you shed any light on the end user advertising or will it hit us like a "Toys R us" campaign at Xmas.

For date established can y ou be flexible as My current firm is 8 weeks old, hardly instilling masses of faith in a Custy.

Pete

[Mike_Boxall]

Mike, can you shed any light on the end user advertising or will it hit us like a "Toys R us" campaign at Xmas.

For date established can y ou be flexible as My current firm is 8 weeks old, hardly instilling masses of faith in a Custy.

Pete

Hi Pete

We'll be doing leaflet drops and inserts in a variety of locations and publications and there are a number of other things in the pipeline.

As far as the date established goes, I wouldn't worry about it too much. I'm sure there are people who who would look at it and take the view that someone who has just started is likely to be keener to do business. Not all fields are mandatory and you can pick and choose what information you want to display. There will be the facility to add a brief description anyway so I don't think it will be too much of a problem. Certain customers will want to use a large, well established company whereas others will want a more personal service from a smaller one.

Regards

Mike

[Art]

Hi Mike, freeindex to name one does all that and more for free and as far as being a member of any of the pro organisations goes, Joe public really doesn't care or more to the point has never heard of any of them.

If you were to launch it with free membership for the first year and show members that it was going to get them work or at least enquires then you would have a better chance of success.

Arthur