Tom Lopatosky of Lopco Contracting is a recurring guest on the podcast. In this episode, we start where we left off, specifically the effects Covid-19 has had in his business. Then we hit it off with a discussion of different offline marketing he’s done since our last conversation – getting a deal for a local tv feature and more importantly, buying a newspaper for advertising.
Moreover, we talk about the numbers he looks for in his business to measure the management and efficiency of his business.
Here’s what we discussed:
01:50 How Tom’s business is doing since Covid-19 hit
- How his company got a boost when Covid-19 hit
- Factors that contributed to that boost
06:10 What Lopco Contracting does
- The scope of work that Lopco Contracting offers
- List of services
07:30 Initial concerns and opportunities in marketing during a crisis
- Why having a backlog prevented Tom from having huge problems early on in the crisis
- Why he didn’t stop his company’s marketing
11:23 A deal he got during the crisis
- How he got a spot for a local tv feature
13:12 Buying a magazine publication as another form of marketing
- Why this acquisition has proven important for his company and its relation to direct mail
- His experience running home service columns on the paper/publication over the years
- How he came about to acquiring the publication
- How the publication (magazine) works, what it looks like, and how often it sends out
- Types of content that he runs in the publication
19:35 Other means of offline marketing
- Other direct mail opportunities that Tom considers
- Other offline marketing he does in radio, tv, newsletters, and newspaper
21:19 Online marketing
- Online marketing strategies that he does
21:55 Community involvement projects
- Local non-profit they work with
- When and how community projects are conceptualized
23:42 Biggest learning about business
- Importance of gross margin
- Examples of problems that affect your gross margin
30:18 2 best takeaways
- The best learnings from mistakes in business are expensive
- Having a good nurturing system
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