In the December issue of Octane, EO’s award-winning member magazine, we spotlighted Nick Friedman, an EO Central Florida member and co-founder/president of College Hunks Hauling Junk, the largest junk-removal and moving service in the U.S. In two years, Nick turned a fun business idea into a national brand, thanks to his innovative approach to marketing and willingness to try new things.
What Worked for Us:
- Adopt a unique name, image, or tagline; standing out in a crowded industry is essential, and it will make your products or services that much more memorable.
- Pick bright color schemes for branding; we looked to college sports teams for inspiration. A company mascot isn’t a bad idea either.
- Get in front of people by being aggressive with your guerilla marketing tactics; seek forgiveness rather than permission.
- Get in the habit of asking your customers for feedback; it can lead to referrals. Create a client advisory board of your best customers and meet with them quarterly.
- Leverage your uniqueness; don’t try to be everything to everyone. Focus on your core customers.
Marketing Lessons We Learned:
- Don’t just throw things on the wall to see what sticks; start with a plan, then adjust accordingly.
- Be wary of burning money on the “next big thing.” Try to evaluate what works for people in similarly adjacent and non-competitive industries, and then place your bets conservatively.
- Don’t assume that branding is the same thing as advertising; they are two very different animals, and attention should be paid to both. Branding should create awareness. Advertising should initiate a response.
- Don’t just copy your competition— evaluate what they’re doing and then take a slightly different path around them.
- Don’t put all of your eggs in one basket; diversify your marketing portfolio. There is no magic pill.