Issue link: http://www.insightdigital.biz/i/164142
with Midwest Restoration, finding new clients is different than it was even five years ago, he says. "We can't really wait for people to come to us," he says. "It's more challenging getting leads in the pipeline to your business. Homeowners are getting younger. We have to reach them where they are." Facebook is an avenue the company is getting more into, Weyers says. That's especially important, he notes, because many of Sure-Dry's customers are first-time or one-time customers. The company also invites clients to post reviews of their service on social media. "Eighty percent of our Web visitors are new visitors," he says. "We try to focus and highlight who we are as a company, and let homeowners know what we are doing in the community." Having a socially conscious and involved company is important to many of today's younger consumers. That's why Sure-Dry gets involved in Make-a-Wish golf outings, Toys for Tots campaigns and even sponsors a Menasha youth soccer tournament. "It comes down to being an ethical company," Weyers says. "We realize that people give back to us by hiring us. We just see it's important to give back to the community." Sure-Dry's branding and marketing efforts landed it a 2012 Exemplary Marketing and/or Performance Award from the Fox Cities Chamber of Commerce, competing against some major local brands. According to an email from Susan Vanden Heuvel, director of events and sponsorships for the Fox Cities Chamber of Commerce, "the award acknowledges an organization who has taken risks around their marketing and promotional practices that has ultimately improved revenue, communication, customer relationships, market share or visibility." Sure-Dry also received the Better Business Bureau's Ethics and Torch Award, being named honorable mention in 2011 and runner-up in 2012. In addition to brand support, SureDry also has expanded its offerings to include basement finishing and concrete lifting "to not only strategize what can help propel us through the winter months, but also to add services to make jobs more of a complete package in one stop," Weyers says. Branding, generating new leads and offering new products is essential to a company that relies primarily on wordof-mouth — and often bad weather — to succeed. And that may take a bit of an investment, Weyers says. "You probably have to spend a little more money up front to get new customers. When you look at wordof-mouth, it's very important that our crews understand how to take care of a customer." "The good ones bounce and the bad ones splat." Leave it to the experts of an industry to describe a complex process in its simplest form. We like to think we do the same for our clients, including Bartling's Manitowish Cranberry Company. Instead of getting wrapped up in intricate legal issues, with our help they're able to get out in the marsh and do what they do best. At Ruder Ware we like to surround ourselves with the "good ones." We look forward to helping your business grow, too. w w w. i n s i g h t o n b u s i n e s s . c o m wausau | eau claire ruderware.com visit our blog at blueinklaw.com S e p t e m b e r 2 013 • Insight | 49