[PLAYBOOK] Mixing Digital and Traditional Marketing in the Roofing Industry (Giselle Mercado)

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In this episode, the podcast features Giselle "Gigi" Mercado, the Marketing Manager at Allied Roofing, who shares her innovative approach to marketing in the roofing industry.
1. Customer-Centric Approach:
Gigi emphasizes creating a welcoming and educational environment for customers at Allied Roofing. They have a "power room" that looks like a living room where they teach customers about the roofing process, making them feel at home.
2. Marketing Strategies:
Gigi's marketing philosophy involves having a strong presence across all digital and traditional outlets. She refers to it as "planting the flags everywhere" and then focusing on what works best through constant evaluation and adaptation.
Local SEO optimization and showcasing projects through an updated website, social media, and email marketing are key strategies. Gigi stresses the importance of constant social media presence and engaging content to stand out in a competitive market.
3. Brand Advocacy and Referrals:
Gigi focuses on turning customers into brand advocates through exceptional service and over-communication. This includes weekly updates during projects and ensuring a "wow" experience to encourage positive reviews and referrals.
Allied Roofing has a rewards and referrals program to incentivize customers to refer others, which is critical since many of their leads come from referrals.
4. Innovation and AI:
Gigi highlights the role of AI in improving efficiency and customer experience, such as using drones for accurate measurements and visualization tools for customers to see how different roofs will look on their homes.
She balances the use of new AI tools by focusing on those that genuinely enhance customer experience and eliminate pain points.
5. Challenges in Roofing Marketing:
One significant challenge is staying relevant after a customer completes their roofing project, as they likely won't need another roof soon. Gigi addresses this by maintaining constant engagement and providing ongoing value, such as educational content and maintenance services.
Building trust and credibility is also challenging due to customer skepticism and the prevalence of unreliable contractors. Gigi ensures transparency and emphasizes the company's long-standing presence and high standards.
6. Personal and Professional Insights:
Gigi shares her journey from Colombia to becoming a marketing manager, attributing her success to a mindset of "everything is figure-out-able." She advises others to approach challenges with creativity and persistence.
Empathy and customer-centric thinking are crucial in her approach, treating customers with the same care and respect she would want for her family members.
Overall, Gigi's insights highlight the importance of a holistic, customer-focused approach to marketing in the roofing industry, leveraging both traditional methods and innovative technologies to create a strong, trusted brand.

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