I am looking for effective ways to advertise a bail bonding company. Yello Pages seems to be the most widely used, but it is very expensive and competition is high in northern Virginia. Thanks in advance.
http://www.bailbondsfairfax.com/index.htm
Answers
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Hi Jerry,
Go to your client base with a laser focus. Don't waste resources on a shot gun approach to the general public. Your client base is in a jail cell. Therefore, go talk to your local sheriff and other law enforcement. In some jurisdicitons bondsman business cards are actually posted at the booking desk so the person being booked will have access to bonding sources.
Call on defense attorneys, develop a business relationship over time and over lunch occassionally. For every referrel, always send a thank you card. Develop a referrel system with them. Support your local politicians in county and city government. Get to know the local wrecker services that tow vehicles for the arresting officers on DUI charges. The wrecker drivers can be a source of referrels because they work very close with the street officers. Locate your office as close to the jail or court house as you can and make sure it visually grabs attention.
You are in a people business. Go out and develop a relationship with those folks in law enforcement and law offices that can refer clients.
Best of luck to you - it's a tough business as you already know.
Come on, guys! Don't go on SCORE for advice! When I was starting out, they gave me very bad advice. Luckily enough, I did have a sales background and I was able to cut through the crap they were giving me!
I was looking for advice on B2B sales and they recommended me to buy Facebook ads! What kind of a businessman would take advice and buy from someone who's trying to sell them on Facebook! Please!
Social Media...a new national partner of SCORE is www.patch.com, which is more locally focused internet.
I have a friend who is the head of Crime Stoppers...one thing that they do is put wanted persons on the back of the playing cards that they supply to prisoners...hey it's an idea.
Your previous answer about SCORE is a good one...all chapters present no cost or low cost business workshops, some on marketing, internet,and social media.
Not an expert, but a few ideas:
- request and consult with a SCORE counselors that is hopefully an "expert" in small-business sales & marketing
http://www.score.org/
http://www.fairfaxcountyeda.org/score-counseling
- develop a simple web-page and try to use search-engine optimization (SEO) to obtain high rankings in Google and other search engines
-research how your target clients typically obtain the service you offer. Perhaps you can consult with lawyers, court-clerks, Sheriffs, police-officers, etc.
- develop and promote your firm's presence on social media ... although this might be sensitive for a bail-bond firm
- can you advertise at or near the location of your clients (i.e. jail/court)
I've been overwhelmed with managing my work and health, so had little time to respond. Lots of great input.
Thanks so very much to each responder. We will carefully consider each of your ideas as we move forward with changes in the coming business year.
Right now most of advertising budget goes to yellow page and SEO solutions. I'm not very pleased with either. So we will consider your inputs as we make changes.
Thanks again.
Jerry
Gary
Thanks for the great ideas. Some of them I already use, but several are great additions to my advertizing and name recognition campaign. You also helped me decide against public ads such as buses and bus stops. Tow truck drivers; I like it. Maybe taxi drivers too.
It does seem to be more about connections and relationships than name recognition in the public. Just Sunday I had a Lieutenant in a local Sheriff office call me about a special case of a slightly demented 71 y.o. woman who got drunk and decided to drive. She could not understand how to call a bondsman or even that she needed to do so. I must find out why he chose to call me. I suspect its through a friendship I have established with a Sergeant there.
Thanks so much, again.
Jerry
A composite bail bond advertising/marketing program, based on what I've seen, have developed a very strong brand, which differentiates them in this tough market. Here are some thoughts:
1. Use your image in advertising and billboards (if they're part of your mix). Portray yourself as a "counselor" that can help them through their bind, a family-friendly professional who is easy to approach (target audience = family of the client), and focus on your solution, as opposed to listing the litany of deeds that could have caused their current "difficulty."
2. Location, location, location. One of the most successful bail bond operations I've seen was in Brighton, Colorado. Their operation was on the main street (which was one of the primary roads to get to the Adams County jail). They did a great job of landscaping the area and making it open and inviting. Their signage was limited to a modest sign by the street and an awning banner. They also had a few billboards at critical locations (to/from the court house and the jail). They also advertised in the local penny shoppers. Since what you're doing is marketing, you need to understand the demographics of your clientele and do some rifle shot advertising (foreign language weeklies, etc.).
3. Think about adding ancillary services to your bail bond offerings. Locate local drug, alcohol, and domestic abuse counselors that you can recommend to your clients. Perhaps sponsor group sessions at your office.
4. Develop a business philosophy. Something like: although we prefer that you stay out of trouble, however, we are here to help you if you have a problem.
5. Along the lines of developing your brand, you might consider creating a presentation that could be given at local schools, churches, Rotary clubs, etc. explaining what you do in the context of when people make bad decisions. Perhaps developing case studies that follow a first offender through the system. These types of activities should be communicated to local news outlets as part of the host institution's announcement for the event.
6. Successful marketing is very specific, what I've given above is a stream of thought dump that may/may not be helpful. Feel free to provide more data. Good luck! Doug
I don't know exactly where you are, but in Denver there was a guy that paid a homeless person $25 a day to hold a sigh to advertise his real estate office. Might be an idea to try.
Jerry,
On more thing to add to the great advice above. If you like to write, and have the discipline to write 300-500 words a week, I would suggest writing a Blog. You can give tips and practical advice that shows that you know your stuff, but at the same time your are paying it forward by helping others out.
I have been writing a blog for several years, and it has been very helpful in getting my name out there.
Best regards,
Kevin Callahan
Wow. Thanks, Linda. I'll try your recommendations for SCORE networking. And I am considering local newspaper ads. Bail Bonding is such a sterotyped job. I am an insurance agent, licensed by Virginia Bureau of Insurance first, then a licensed bail bondsman secondly. I am selling a bond to assure appearance in court - sort of a private probation officer. After all, why shouldn't the defendant pay for probation and not the taxpayer?! I have a website www.grammasbail.com and it gets a few hits. I also am a mobile notary and a process server - trying to make enough to stay in my current home near the grandkids instead of moving away from suburban DC to a more affordable place that is far from the grandkids. This business is very competive - truly cut-throat. Lots of competition. Lots of pressures from several sides. I am also considering doing some seminars for civic organizations such as Chamber, Ruritan, Rorary, that sort of thing, to perhaps change the stigma of bail bondsmen. I am not 'Dog'. Bounty hunting is a different license, and a young man's game; not for old, disabled vets like me. So, again, thanks so much for you input. I truly approciate your remarks. All the Best, Jerry.
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