Repairing broken washers and dryers doesn’t usually make for glamorous ad campaigns. And the go-go economy of the 1990’s and early 2000’s depressed demand for repair as consumers bought new appliances. After all, new products delivered the latest bells and whistles and often didn’t cost a lot more than a repair. Despite the fact that up to one-third of appliances required service after three years of operation, demand for repair dropped steadily – until recently.
Anecdotal evidence presented in a New York Times article and a Mr. Appliance press release indicates that the friendly Maytag repairman might not be so lonely these days. Consumers want to preserve cash and calling a repair person to fix a broken washing machine is more cost effective than buying a new one. This trend may explain why some appliance repair companies are doing so well. For example, Mr. Appliance was recently named to Entrepreneur’s Franchise 500 List.
Traditionally, appliance repair service companies advertised heavily in the Yellow Pages. But companies such as Home Partners Atlanta and Service Magic are making it easy for consumers to find these services online. And as consumers spend more time online these days, it makes sense to think about moving some of your ad budget to the Internet. Of course, consumers still have the same concerns about appliance repair – think punctuality and fair prices – so be sure to include include crisp copy to attract attention and make your phone ring.[Sources: Home Partners Atlanta release; Scelfo, Julie. “Appliance Anxiety,” New York Times, 5.27.09]