Transforming the Customer Experience with Gigi Mercado

Meet Gigi, the face behind the entire marketing team at Allied Roofing and Sheet Metal, in this episode of the Snoball Effect podcast. Her unique approach focuses on creating memorable customer experiences, implementing a comprehensive marketing presence, and generating referrals. These strategies are not only applicable to roofing but can serve as a guide for marketers in any industry. 

Key Takeaways

• Customer Experience: Gigi focuses on making the process of choosing roofing materials engaging and comfortable for the customers, which enhances their overall experience and satisfaction.
• Consistency: Gigi highlights the necessity of having a presence across all marketing channels. The goal is to plant flags in every possible outlet to guarantee visibility and then concentrate on the strategies that yield the best results.
• Referrals: One of Gigi’s key insights is the importance of nurturing relationships with customers to generate referrals, which is a major source of leads for Allied Roofing and Sheet Metal.

Create Unique Customer Experiences

Gigi has a clear vision for providing an extraordinary customer experience. “We created this room to bring our customers in. It looks like a living room. We have the panels here… these are metal panels because we’re mostly known for our roofing,” she illustrated. This space features samples of metal panels and an artistic installation inspired by a display Gigi saw at Arbaso in Miami. She collaborated with Chris, the owner, on this project. She recalled, “I told him, hey, can we make something really cool for the power rooms where they can see the samples, they can see the metal, and he actually created it with his own hands.”

Pro Tip:

Take the customer journey to the next level by transforming a boring process into a comfortable, unique, and exciting experience.

Attention to customer comfort and education is central to Gigi’s strategy. In reference to the same room, she explained, “We wanted to create a welcoming space.” By integrating elements like a couch and pictures of past projects, Gigi knows that customers will be comfortable and able to visualize their roofing options in a relaxed setting. This "power room" transforms the typically mundane process of selecting roofing materials into a personal, engaging experience, which helps the customers feel at home while they are learning about the roofing process.

Maintain Consistency in Marketing Strategies

Gigi’s marketing strategy at Allied Roofing is all about being everywhere and doing it well. “I wanted to create a presence of the company in every digital and traditional outlet that I could find,” she said, likening her approach to “planting the flags everywhere.” This comprehensive plan makes sure that Allied is visible across multiple platforms, increasing the chances of reaching potential customers.

Gigi Mercado

Marketing manager @ allied roofing & sheet metal

 

 

"I wanted to create a presence of the company in every digital and traditional outlet that I could find."

One of the key components of this strategy is local SEO optimization. “Local SEO optimization, it worked really well with us. When we did the website, we redid it to showcase more of our projects,” Gigi reported. By highlighting their work and making it easily accessible online, Allied can attract more local customers searching for roofing services. The inclusion of high-quality visuals, such as drone footage of projects, further enhances their online presence.

Consistency in social media is another pillar of Gigi’s approach: “Before I took over, there was a presence, but it was not constant. And my idea was to make it constant and also make it more relatable.” By maintaining a steady flow of content, Allied remains top-of-mind for potential customers. She also leverages the power of content marketing to showcase Allied’s expertise and reliability, because producing informative content demonstrates their industry knowledge and builds trust with their audience. This blend of visibility, consistency, and valuable content forms the backbone of Gigi’s successful marketing strategy.

Nurture Customer Relationships for Referrals

At the heart of Gigi’s marketing efforts is a deep commitment to nurturing customer relationships. “Our customers in the end, their referrals, it’s our biggest source of leads,” she noted. Gigi understands the power of word of mouth marketing and has implemented a robust referral program that incentivizes satisfied customers to talk about Allied’s services. This approach not only generates leads but also fosters a sense of community.

One of the standout aspects of Gigi’s strategy is the emphasis on over-communication. She recounted that “One of the things that really made a difference with us is what we called… over-communication.” Customers feel valued and understood when they are informed at every stage of the project.

Gigi’s dedication to customer satisfaction extends beyond the completion of a project. “You have to create that process where that customer is happy, where the neighbors are going to see you,” she expressed. By maintaining contact and providing exceptional service, Allied ensures that customers remain loyal and are more likely to refer their friends and family. This long-term approach to customer relationships is a key driver of Allied’s success.

Everything is “Figureoutable”

Gigi's final piece of advice resonates strongly with her overall marketing philosophy: “Everything is figureoutable.” This mindset can be very helpful, whether you're navigating the complexities of customer relationships, experimenting with new marketing strategies, or overcoming unexpected challenges. Gigi’s journey shows that with creativity, persistence, and a customer-focused approach, any obstacle can be turned into an opportunity. For marketers in any industry, embracing this attitude can lead to remarkable success and growth.

Connect with Gigi

• Allied Roofing & Sheet Metal | Website
• Allied Roofing & Sheet Metal’s Phone: (954) 485-5922
• Gigi Mercado’s Phone: (954) 485-5922 ext. 100
• Gigi Mercado | LinkedIn