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A well-chosen business name is important. Some
businesses spend a large amount of money to develop
a name and logo. (A logo is the stylistic way your
company name is printed.) As a new businessman,
you probably will not be able to afford to spend much
money developing your company name and logo, but
you should invest some thought, time and effort in it.
When you decide on a name, work with a local artist
to develop a logo. Look at the names, logos, letter-
heads, and ads of companies that you recognize and
respect. Try to develop an attractive logo that is both
simple and up-to-date. Use your logo on all your
business cards, letterheads, newspaper and Yellow
Page ads, invoices, and store displays. Put it on your
vehicles and uniforms.Wear clean, neat work
uniforms printed with your company logo and the
brand name of the antenna line you carry. You and
your crew should wear these uniforms on every job.
Have your logo, business address, and phone number
painted on your trucks. Also include the logo of your
antenna line and a short, attention-getting slogan that
tells people why they should do business with you.
For example, your slogan might stress "quality TV
reception at reasonable prices."
Print some small but conspicuous signs that have a
small holder for your business cards. Get permission
to place these signs in as many big traffic places as
possible. Bulletin boards in supermarkets, housing
development offices, and small "quick-stop" markets
are ideal places.
The retail establishments that sell antennas for you
probably make regular mailings to their customers
and potential customers. Encourage these stores to
include information about the availability of antennas
and antenna installations in their mailings. Also,
preprinted mailers for use in your own direct-mail
advertising are available from your local Channel
Master Distributor.
Probably the best way to reach potential customers is
through the media–newspapers, radio and television.
Local TV and radio stations and newspapers will help
you develop a hard-hitting ad campaign.
Local TV servicers can also help spread your name
around. Customers frequently ask them to recom-
mend someone to install an antenna system. The TV
technician who has just repaired a customer's TV set
is in the best possible position to recommend an
antenna installer, and his customers generally
consider him an expert on such matters. Also the
servicer's recognition of an antenna-related reception
problem gives him an opportunity to suggest a new
antenna.
Electricians, house builders, plumbers, and general
contractors also are good mediums for word-of-
mouth advertising of your services and products.
Many of the homeowners or businessmen with whom
they do business may need an antenna or MATV
system, particularly those who are in the process
of having a new home or business facility built.
If these businessmen in your area know who you
are and know that you do good work, they will
recommend you, especially if you reward them with
a "referral fee."
CAUTION: Any businessman who recommends you is
staking his own reputation on your ability to do quality
work. Consequently, you owe it to yourself, your
customers, and your business associates to do
the best possible job every time. Word-of-mouth
advertising is vital, but it can also work against you.
GROWTH DEMANDS ADDING
INSTALLATION CREWS
Plan the growth of your business very carefully.
As you grow, you'll need to hire additional people.
When building up a work force, divide your installers
into two-man crews and provide each crew with a
fully-equipped truck. The senior member of each
crew should be well-experienced and well paid. The
other member of the crew should be paid a wage that
is fair for someone who is learning the business.
The average crew should be able to handle five or six
installations a day, although this will depend on the
distances traveled and the type of installations. For
example, it may take a two-man crew all day to
complete one tower installation.
Providing monetary incentives for extra installations
builds morale and improves productivity. Any
complaints or callbacks should be handled by and
charged against the incentive pay of the crew that did
the job. This is a fair way of enforcing the need for
quality work.
CONSULT YOUR CHANNEL MASTER
DISTRIBUTOR
If you have technical or marking questions or prob-
lems during the start up or growth of your business,
contact your Channel Master Distributor for a Field
Representative. Our technical and sales forces have
been responsible for the successful start up and
growth of some of the largest antenna installation
businesses in the country. Antennas and antenna
systems are our business. The more you sell and
install, the more it helps both of us.
S
I
ELLING &
NSTALLING
S
YSTEMS
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