Instead of griping about a painfully slow construction economy, the partners at Nix Tank Company Inc. in Gainesville, GA looked for ways to increase the selling of portable sanitation and construction site services to a large swath of metropolitan Atlanta.
“The period from 2002 through 2007 was great,” says Clay Crocker, manager of the portable restroom division. “But construction is just awful right now. Commercial is spotty at best; residential is almost non-existent.”
In a down economy they have carefully managed expenses but instead of cutting on marketing expenses they have increased their web-based marketing to fight back against weak commercial and residential construction markets. Other companies simply played the low-ball bidding game out of desperation. That created a domino effect which they didn’t want to get caught in.
Crocker and Darrell Webb, who heads the company’s roll-off container and construction storage box division, turned their attention to upgrading an existing website and took a good, hard look at their use of Yellow Pages advertising.
The new Nix Tank site (www.nixtank.com) went live in November 2009. The partners say turning the website management over to a third party has helped them market the restroom division for special events and freed Crocker for new business development.
Meanwhile, Nix Tank reduced the size of its telephone directory ad for the restroom division. A separate ad remains for septic pumping. “I think the (website) has done very well for us, particularly compared to the Yellow Pages,” Crocker says.
Webb and Crocker are encouraged that sales have stabilized after the sharp revenue drop more than four years ago.
Adds Crocker: “We’re making it. We’ve cut costs to the bone and we bill more than we’re paying out. That’s a good place to be.”
After reviewing their website and visibility in search I have to say they have left a lot of cards on the table and could be making much better use of their website. I tried using Google to find them for their services in Atlanta and then in nearby Cummings and they did not appear on Google page 1. I did find them in the #2 position for their hometown of Gainesville for a number of search terms but that is to be expected since their address is a Gainesville address. Quite often a website will get there more by dumb luck than by any concerted effort on the part of the web design company they used. From what I can tell their “internet marketing company” did not do any marketing at all other than build them a website.
I’m glad they feel their website is doing them more good than the Yellow Pages, but that’s not really saying much considering how expensive Yellow Pages advertising is. The real question is, is their website attracting a lot of people using search engines trying to find the services they provide? I would say at this point their website is under-utilized and not the revenue-producing machine it could be.
The full article can be seen here.