All businesses need to do marketing. For a lot of companies, that means investing in tactics like direct mail, social media, and a better website.

Given that most full-line remodeling business is based on creating relationships with potential clients I have always questioned relying on tactics that don’t include a personal touch.

Staying in touch with good past clients and other valued sources of referrals is one of the strategies we focused on. How can a company do that and have a good time while doing so? Here is how one remodeler does it.

Brian Hogan of Hogan Design and Construction, Geneva, Ill. appreciates fine dining. Because Brian likes such experiences, he often will invite good past clients and referral sources to eat out with him.

The restaurants Brian takes these folks to provide more than a meal. The experience of how the food is prepared, how it is presented, and how it tastes is unforgettable. “Over the top” is not an exaggeration.

The return on Brian’s investment is strong relationships with very good repeat clients and others who can bring more work to the company.

What makes this effective?

Do What You Like to Do
Brian likes doing this. He enjoys eating out with folks who appreciate it, too.

Because he is doing what he likes, it is likely that Brian will make it happen. Having a great strategy that depends on you doing something you don’t like to do means nothing will ever get done.

You Have to Eat Anyway
Do the things that are part of staying alive. Eating is one of them. Others would be having fun and engaging in recreation activities.

You have to do these things. If you don’t you won’t be happy and, in the worst case, you will die. Try not eating, for example.

By leveraging what you must do anyway, you are taking care of yourself while taking care of business.

Not a Foodie?
No problem! Think of what you like to do. Invite sources of referrals and future business to join you in doing that.

For example, do you have a boat? Like to be out on the water and go fishing? Take your special folks out with you.

Track Your Efforts and Results
You don’t want to spend your marketing dollars having fun with others if there is no return on your investment.

Track your activities and what results from them. Only continue to invest in building solid relationships with those who will bring you the business your company needs.

A lot of traditional marketing strategies and tactics involve “dialing for dollars.” Cold calling is an extreme example. It is the rare remodeler who loves cold calling.

“Dining for dollars” is a great way to make good people feel great about you and your company. Remember, a remodeling company sells an experience that incidentally creates a product. The experiences of dining out and remodeling have a lot in common.

Give your good referral sources a “taste” of what it is like to be part of your world. And remember to pay attention to your waist line in the meantime!