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Small Tablets And What They Mean To Your Marketing

With the introduction of the new Apple iPad mini, small or “mini” tablets are starting to gain more notoriety. Although the Kindle Fire HD and the Google Nexus 7 are already on the market in this category, the introduction of Apple’s small tablet is causing both consumers and marketers to take even more notice of the latest technology in the tablet world.

These smaller tablets are appealing on many levels including being a cheaper and less bulky alternative than a laptop or regular-size tablet. The iPad mini is slightly larger than its competitors (7.9″ compared to 7.0″), but does not have as sharp a resolution as the Kindle Fire HD and the Google Nexus 7. The iPad mini actually has the same resolution as the original iPad and iPad 2, due to the need to maintain app compatibility. The larger size screen on the iPad mini will also (as stated by Apple), equate to a 49% larger web-surfing area in when viewing it in portrait style and 67% in landscape view. The iPad mini, although larger in screen size, is significantly thinner and lighter than the Fire HD and the Nexus 7. Because the iPad mini or any small tablet can virtually fit (and tends to be more comfortable) in your hand, it might start replacing the iPad when the consumer travels or wants to take something more significant in size than their smartphone out of their house for browsing and other purposes. Much like regular tablets are replacing laptops when consumers are sitting on the couch or traveling, the truly mobile small tablet could slowly start edging out the regular-size tablets for some of its current purposes, such as being more convenient to travel with, less bulk in your purse or briefcase, etc.

Its’ also important to know that while Google Play boasts a considerable number of apps, they are not all accessible via tablet, while iPad mini offers more apps than either of their competitors. Plus, some recent data shows that small tablets can lead to 20% more page views, and before the launch of the iPad mini, users stayed on sites approximately 36% longer than they did on the regular-size iPad when using a Kindle Fire. This could be because Kindle Fire users are already accustomed to reading long text, books and magazines on their e-reader device predecessor, the Kindle.

So, as small tablets continue their climb and place in both the B to B and B to C world, marketers should start looking again at how their communications show up, and what style they appear in to not only accommodate users on PCs and laptops, but now tablets of both sizes plus smartphones. You might or might not have noticed lately, but your smartphone might be popping up the request to use your location more and more. That’s because the current buzz in mobile marketing is to utilize location data, with the belief that the person that’s looking and viewing the phone at that time is in buying mode and on the move.

Small tablets can be seen as a hybrid between the smartphone and the tablet, as it allows for a better surfing/browsing experience than the typically smaller smartphone screen, but less bulky and more portable than its big brother, the regular-size tablet. In that, advertisers will need to experiment with what works on the mini tablet to gain maximum impact. Do you have magazine, larger-size ads like on a tablet, or, do you have more simple ads that have a direct call to action like you would find on a smartphone? It’s really all dependent on what you’re doing, what you want to say, and the best medium to put it into.

As with any new technology, marketers will have both challenges and opportunities. One example might that while click-through and browsing rates on ads and websites might increase with smaller technology such as smartphones and tablets because of their popularity, it also means that those numbers might be skewed because of accidental taps or swipes (while technology shrinks, our fingers stay the same!).

With the introduction of a big player like Apple in the small tablet market, marketers have yet another opportunity to capitalize on their mobile marketing efforts. And small businesses are no exception. A recent study by shows that 60%, or 6 out of every 10, of small business owners surveyed (companies with less than 100 employees), had a web presence. 26% had a mobile friendly site, and 14% had a stand-alone mobile website. Of the 14% that had a stand-along mobile website (layout was designed specifically for a mobile phone), that 14% saw an 84% increase in new business activity due to their mobile marketing efforts and 69% somewhat or strongly agreed that “mobile marketing is key to their small business growth in the next 5 years.”

With numbers like that, it’s hard to deny the power of the mobile communication platform.

If you are a restoration contractor looking to predictably grow your business by implementing strategic marketing and sales tools, click here for more information!

Hiring The Right Consultant For You

If you’ve decided to hire a consultant — Congratulations! You’ve taken the first step in making the strategic and necessary changes to grow your business to the next level, or help you with some current business challenges.

But with many consultants to choose from, how do you choose the right consultant for you? Here’s a few tips on how to seek out and secure the right consultant that’s a perfect fit for you:

Assess What You Really Need
First, you need to understand the specific skillset you are looking for that aligns with the goals you want to achieve. Make sure your consultant or consulting agency offers solutions that will resolve your business challenges and at the same time, gauge their ability to understand the business and the issues. Looking at their website, social media platforms and any published works (ie: articles) are a good start to seeing how they speak about and understand your business and industry.

Also, are you looking for an advisor, implementer or both? If there is hands-on work that will be produced out of hiring the consultant, you will want to find a consultant that is also an implementation company to help make the process more fluid and your project output that much more powerful for maximum results and ROI.

Always Check Testimonials, Referrals and Current Clients

There’s several ways to obtain the opinions of those who have used the services of the consultant you are seeking out. Social media and the internet is one of the easiest methods; start by checking the consultant’s company page on LinkedIn, or head straight to their website. If the consultant has truly moved their business in the right direction, meaning they are delivering powerful results with the strategies they are implementing, they will give you a list of the consultant’s current clients who can share their experiences with you.

Which Of Their Current Clients Are Similar to Your Situation?

Restoration contracting companies come in all shapes and sizes. And, while there are some general similarities amongst them, like any business, each is unique in nature. The consultant you choose should have strategies that are tailored to your unique business situation, challenges and goals.

Be Crystal Clear About Your Objectives, and “No” is OK!

In order to make sure the consultant’s solution is a right fit, make sure that you are upfront and crystal clear about your objectives and your business situation. The right consultant for you will want to assess your situation and determine if their services are the right fit for you. Many times, a consultant will say just about “Yes, we’ve got your answers!” to anyone in order to secure the business. A great consultant does not have the fear of saying “no” or turning down the business, because they have a tailored, unique solution for a specific type of customer and want to make sure that their solution is right for your situation and challenges.

Are You Looking For a Long Term or Short Term Fix?

With the bevy of consultants to choose from, also comes the choice of the type of solution you are seeking. And while many solutions out there do well at implementing some short-term changes, it’s really just putting a band-aid on the wound, versus truly healing it. If you’re serious about implementing long-term changes that get to the core of your challenges, make sure the consultant you choose and the solution that comes with that is one that is long lasting, versus the “silver bullet” approach that is commonly sold, but rarely cures the issues in the long-term.

Another thing to consider when choosing a consultant is the exclusivity factor. Many “silver bullet”/short-term solutions are being sold to hundreds, possibly thousands of others, including your direct competitors. That can bring the value of the solution, plus the ROI on your investment in the solution, down significantly if everyone else is using the same strategy. Be sure to ask your consultant of how many people in your area are using the same solution they are trying to sell you.

How’s The Rapport?

A good consultant will want to talk with you several times to ensure that their services are a good fit for the goals you want to achieve and the challenges you are facing. If they try to sell you on the first time talking, a flag should go up that they are likely selling a blanket solution that is made for the masses versus selling a solution that was designed for a particular problem set. And that could very well be what we mentioned before – a Band-Aid that provides a short-term fix versus healing the deeper, underlying issues.

Also, while you are talking to them, make sure if you see them as a valuable partner and a critical part of getting where you want to go. Your indicators should be saying “yes, this is my consultant!” If you don’t respect them or see them as a subordinate or just any other vendor, then it’s probably not a good fit.

At BDA we talk with many restoration contractors about their business challenges. And, while we are not a perfect fit for everyone, the restoration contractors that usually come to us find the following issues:

• What grew their company from Point A to Point B is not working to take them from Point B to Point C.

• They have stopped growing or are actively shrinking,

• Or, they are growing but want to grow faster,

• They have full time salespeople but they don’t know if their activities are actually growing the business,

• Ultimately, our clients want to predictably control their company’s growth and not be at the mercy of program work, the weather or good fortune.

If you are facing any of the above issues, give us a call at 773-294-7400 or email us at We will be happy to talk with you to see if BDA is the right fit for your company!

Beware Electronics: 23.4 Million Lightning Flashes Increases Chance of Loss

Between 2004-2006, the cost of insurance claims for lightning strikes nearly doubled, although the actual number of claims shrank dramatically. An industry trade group says “fancy new TVs and videogame consoles are to blame.”

With 23.45 million lightning flashes being recorded nationwide in 2011, and as the general public consumes more and more technology each day, the risk of loss due to a lightning strike grows as well. Electronics such as flatscreen TVs, computers and videogame consoles are all susceptible to power surges.

These types of insured losses related to lightning strikes totaled almost $1 billion in 2011 alone!

Are policyholders protected when they incur this type of loss or to that note, do they have enough coverage if the lightning was to cause damage to the property?

Our BDA Client Network, which is made up of restoration contractors nationwide, find that in times of loss, many policyholders do not have sufficient coverage to fully cover the damages incurred to their contents or property. And when that happens, it can creative a negative impact on the relationship between the policyholder and the agent, as the policyholder almost always assumes they have enough coverage.

If you are a restoration contractor that has come into this type of situation, we’d love to hear about it! You can reply to this blog post or email us at

You can also read the full story at:

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