1. Josh Aguilar
Work Samples
Contents
Marketing Strategy – Page 2
Conversation Analysis – Page 5
Competitive Analysis – Page 12
These work products were developed for Austonian Appliance, a local appliance repair business
in Austin, TX. These documents are shared with their permission.
512-699-0078 joshuapaguilar@gmail.com 1
Facebook.com/Josh.Aguilar @MrJoshAguilar Linkedin.com/in/JoshuaAguilar

2. Marketing Strategy
Austonian Appliance
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Josh Aguilar

3. Josh Aguilar
Marketing Strategy
1 – Decide your goal: Provide appliance repair and maintenance to the greater Austin area
2 – Determine your objectives:
• Increase website traffic;
• Higher sales;
• More media mentions;
• Build credibility in your industry;
• Provide another avenue for customer service;
• Keep in touch with previous customers;
• Attract new customers
3 – Prioritize the objectives
4 – Set up an execution plan with a time line and measurements
PHASE 1 - Research & Analysis
In this phase, we’ll analyze the existing online conversation around Austonian Appliance, the
online conversation around the industry and a competitive analysis. We’ll also conduct an
analysis of existing advertising and marketing.
PHASE 2 - Build Awareness
Introduce the following marketing materials to raise awareness in the local market:
• Car decals
• Print ads in local periodicals
• Referral program
• Refrigerator magnets
• Newsletter/email list
• Customer surveys
Introduce credit card processing to add enhance customer convenience.
PHASE 3 – Online Marketing Revamp
In addition to traditional marketing, we’ll edit/update/improve the website and create
profiles on the follow social media channels:
• Facebook
• Twitter
• LinkedIn
• Blog (website)
• YouTube
Additionally, we will incorporate social plugins on the website and update business cards/
traditional marketing with social media properties.
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4. Josh Aguilar
PHASE 4 - Review Sites
We’ll register Austonian Appliance with review sites:
• Yelp
• Anngie’s List
• Google business directory
Join small business networking organizations in the Austin area.
PHASE 5 - Become Content Producer
In this phase, we develop execution plan for efficiently creating and syndicating content to
enhance engagement with customers.
Content will include:
• Topical
• How-tos
• Rick’s Corner”
• Daily posts/updates:
• Pictures
• Videos
• Get featured in other blogs/websites
• Read small business/industry blogs
PHASE 6 - Performance Management
Finally, we’ll develop a process for tracking actionable metrics using Google Analytics and
Facebook Insights. We’ll track metrics weekly and look for opportunities to enhance
engagement and customer service in social channels.
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5. Conversation Analysis of Online Reviews
Austonian Appliance
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Josh Aguilar

6. Josh Aguilar
Austonian Appliance - Conversation Analysis
Customer feedback is essential to creating an effectivemarketing strategy. Traditional
marketing seeks to determine what products orservices may be of interest to customers. The
appliance repair industry isunique because it addresses a need that every person has
experienced or willexperience. Therefore, because business is not geared towards getting
customersto buy a new product, Austonian Appliance should mainly focus on offering
asuperior service than your competitors.
A great way to do this is to analyze what customers aresaying about your competitors.
Customers want to tell you and others theiropinion. Business review sites have become
extremely popular over the past 5years and for many, are essential stops on the way to
buying something new. Thefirst step in analyzing customer reviews comes simply from
finding out what thosecustomers are saying. A more important step comes from
understanding why they are saying these things.
Once you have an understanding of your consumer base, youcan begin shaping your
services and marketing to appeal to the themes andpractices that your customers are
looking for. This information is also usefulin attracting first-time buyers. Additionally,
understanding why customers aredispleased with your competition allows you to offer a
superior service byavoiding the same mistakes.
The following analysis* divides customer reviews intopositive and negative. Each section is
then broken down into the specificaspects that customers either liked or were displeased
with. Each aspect isthen discussed with analysis explaining why customers would want or
not want aparticular experience with their appliance repair.
*Reviews were pulled from Yelp.com. At least three differentcompanies and 100 reviews
were used for the positive and negative sections each(200 reviews total).
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7. Josh Aguilar
Positive Reviews - Occurrence
Polite/Friendly
14
18 40 Prompt
20 Honest
36 Fast Repair Time
23
Knowledgeable/
Experienced
23 26 Showed up at
Designated Time
25
N = 211 Professional
Positive Reviews - Percentages
Polite/Friendly
6%
8% 18% Prompt
9% Honest
16% Fast Repair Time
10%
Knowledgeable/
Experienced
10% 12% Showed up at
11% Designated Time
N = 211 Professional
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8. Josh Aguilar
Positive Reviews - Analysis
“Found a client for life.” “I hope I never have a heap of broken appliances, but if I ever do, I know
who to call!” “I will never use another appliance repair person again!” “I would use this company
again for any future appliance repair.” “The only people I call when I have a repair.” “This is
service you don't get unless you’re lucky these days. I highly recommend him and will use him in
the future for any appliance repair needs I have.”
Polite/Friendly
Over twice as many people mentioned having polite and friendly technicians and receptionists
than did the price paid for service. There are several options for appliance repair in Austin. The
fact that the cheapest option is not dominating the market, or the conversation for that matter,
indicates that people are willing to pay for superior customer service.
Most customers were pleased to be greeted by a technician who smiles and introduces
themselves. Customers also enjoyed small talk while the technician worked. Sometimes this
involved talking about family and friends, while other times it involved talking about past
appliance/repair experiences.
Appliance repair can be difficult. It is easy for a technician to become frustrated with diagnostics,
manual labor, or even heat and fatigue. Customers really noticed any time a technician made a
gesture about satisfying the customer’s needs. The job is about making the customer happy
despite what happens to their appliance. This means always being polite and remaining
personable with the customer.
Sometimes the mentions of friendliness were not about the technician. Many customers
appreciated speaking with a nice and polite receptionist when setting up their appointment. It is
important to remember that many customers are calling about an appliance emergency like a
broken refrigerator or flooded washing machine. Having the first point of contact be someone
nice and polite can have a calming effect on a likely frantic customer.
Prompt
Customers appreciated and were often surprised by how fast a technician would return their
phone calls. Appliances are needed for people’s daily lives to run smoothly. Likewise, when a
major appliance fails, what are actually minutes can seem like hours. Responding quickly to
inquiries is absolutely necessary to building positive relationships with customers.
Customers also liked it when a technician could see them the same day or next day as their
inquiry. Most customers noted that they understand how busy an appliance repairman must be,
and therefore expressed extra appreciation for being seen the same day.
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9. Josh Aguilar
Honest
Because appliance repair deals with parts and components unknown to most people, and
because there is a labor aspect involved, people are overly skeptical of repair costs. Therefore, it
is important to build trust and rapport with customers.
The biggest mention of how technicians did this had nothing to do with actual repairs. Customers
were surprised and grateful any time a repairman told them that an appliance was not worth
fixing. While this is not directly beneficial to a repair company since they are not making money
on the repair, its effect on combating the notion that repairmen are only there to find lots of
things wrong and to mark up the price, is invaluable in branding your company as honest and
trustworthy. The majority of the quotes above come from people who were told they should just
buy a new appliance.
Customers also appreciate consistent pricing anytime a quote is given over the phone. For
example, most customers expect for a quote price to be given over the phone only to be raised
after a technician has made the service call.
Fast Repair Time
Most mentions of fast repair times listed a time frame of 15 minutes – 1 hour. Customers called this
“speedy” and were impressed how technicians were “in-and-out” so quickly. This was amplified
by the fact that many customers were meeting with technicians during their lunch hour or some
other time sensitive period.
It is no surprise that customers were more satisfied whenever their appliance could be fixed
during the first service call. However, customers usually mentioned this only when a technician
“happened to have the part in his truck.” This could be a coincidence but it could also be a
sales tactic. Either way, this opens up new avenues for branding Austonian Appliance as a repair
company that is always prepared. However, this preparedness cannot be so forthright that it just
comes off as part of the job. Technicians need to confirm their diagnosis and then portray an
attitude of “You’re in luck! I have the part you need in my truck.”
Customers were also grateful any time a technician went out of their way to find a particular
part to finish the repair the same day.
Knowledgeable/Experienced
Customers enjoyed being told everything the technician was doing; think of a play-by-play for
repairs. This is most likely due to people’s continued suspicion of all service people and being
worried about marked up prices.
Customers mentioned experience whenever a technician was able to work on either really old
or really new appliances. Comments were made about how a customer had to go through four
different companies before finding someone who could work on their 1960’s stove. Likewise,
customers also had difficulty finding someone to repair or install very new appliances like
stackable washers/ and dryers.
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10. Josh Aguilar
Showed up at Designated Time
Not much commentary was devoted to this topic. Satisfied customers just found it worth noting
that their repairman showed up on time. This is likely because most repairmen do not uphold
appointment times, and because there is a perception that repairmen are inconsiderate.
Professional
Almost every mention about professionalism talked about how technicians came in and “went
right to work.” Time is important to people and customers recognize and appreciate every little
thing that saves them time. This is also illustrated in customers talking about how they were upset
whenever their technician had to reschedule, but were glad that the call was made far in
advance to their original appointment.
Many customers mentioned how their technician did not “speak to them like they were stupid.”
Customers expect a certain level of respect even when discussing extremely technical aspects
of the job. Politely trying to convey understanding of different aspects of the repair is important
to building a relationship with the customer.
Other mentions about professionalism dealt with phone calls and discounts. Many customers
wrote reviews for repair companies that did not actually perform any repairs. Customers would
call in and describe their problem to a technician, and then instead of scheduling a service call,
the technician would explain how the customer could solve the issue themselves. A lot of times
this was minor maintenance like checking to see if pet hair had gathered around an air vent.
This builds trust with a company because the technician could have just as easily scheduled the
service call, charged for that visit, and then showed up and done the minor task. This also helps
reify many claims being made in your branding. If you say your goal is to help people, and then
do so without charging them, customers will think you are genuine and will remember you for
future appliance repairs. This is further proven by customer mentions of technicians waiving fees
for fast and easy repairs.
Reasonable Prices
Very few actual figures were discussed. Most customers made broad claims like “their prices
were reasonable” or “they charged me a fair price.” There is a chance that customers received
different quotes before choosing a repair company. However, it is more likely that customers are
happy and willing to pay for polite, professional, and expedient service. See “Polite/Friendly.”
Customers also appreciated any discount to their bill. Any discount, no matter how small, can
be a powerful symbolic gesture that enhances customer relations. Part of this comes from
actual coupons found online or through some other promotion, but most of it comes from
technicians not charging for some part of the job. This includes things like not charging
whenever an appliance could not be repaired and whenever an appliance was not working
because of a simple mechanical issue. One customer wrote a raving review about a technician
that showed up to fix his dishwasher only to find that the kill switch was turned to the “off”
position. Despite the customer’s plea to pay for the service call, the technician refused
payment.
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11. Josh Aguilar
Other
Customers do not like having to speak to three different people before scheduling a service call.
Customers were pleased whenever they made a call and an actual technician answered.
Customers appreciated a thorough investigation of their appliance problems. This usually
involved a technician making a diagnosis but before executing any major repairs, looked for any
other possible causes for the problem.
A few reviews talked about how a particular company accepts credit cards.
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12. Competitive Analysis
Austonian Appliance
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Josh Aguilar

13. Josh Aguilar
Austonian Appliance – Competitor Analysis
Understanding your competition is important to crafting a unique and consistent brand for
yourself. The main reason you should be aware of your competition comes from the
services that you provide. You offer a specialized service that most people cannot perform
themselves. However, you cannot create a demand for appliance repair because these
incidents come as a result of overuse, regular maintenance, or user error. Therefore,
appliance repair mainly relies on clients seeking out repair companies and not on repair
companies seeking out clients. This means that you need to distinguish yourself from your
competitors. This comes in large part from simply doing a better job and offering superior
customer service, but it begins with understanding the shortcomings of your competitors
and avoiding the same mistakes, and by mimicking effective sales and marketing
strategies.
I reviewed the following companies: Campbell Appliance Heating & Air Inc.
ABA Appliance, INC.
These companies were chosen because there were identified as competitors to Austonian
Appliance, and because they are on the front page of Google when “Austin appliance
repair” is searched. Some of them are returned because they are listed with Google Maps*
through Google’s Business Directory. Companies were reviewed for: Focus, Services,
Website Design/Content, and Use of Social Media.
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14. Josh Aguilar
Case 1: Campbell Appliance Heating & Air Inc.
http://campbellapplianceheatingandair.com/
Focus
- Campbell Appliance focuses on three main concepts:
Fast response time
Follow through with appointments
Honest quotes
Services
-Campbell Appliance offers:
Service and repair
Same day service
24 hour emergency service
Free estimates on system replacement
Flexible scheduling
Replacement parts
Yearly AC and heating maintenance agreements
Website Design/Content
Negative Aspects
-The first thing to note is the very long URL. It is certainly important to associate your website
domain with your company, but a 30-character URL is likely to lead to misspelled and
incorrect inputs from users. This is particularly dangerous because incorrect URLs often
redirect to pages with malware or viruses.
-The header contains two unappealing cartoon repairmen. The logo itself is a poor sketch of
a repairman working on what seems to be a washing machine. The second is of a digital
robotic repairman leaning against actual photos of air-conditioning units. These pictures are
inconsistent with each other and do not appeal to any theme surrounding Campbell
Appliance.
-There is an oddly placed picture of a happy family on the right side of the front page. The
picture is only of the family’s top half and does not include anything having to do with
appliance or appliance repair. Also, the caption of “Contact Us Today!” does not fit the
picture. Additionally, computer savvy users are used to seeing “contact us” and expecting
the text to be a hyperlink to an email form or other means of contacting the company.
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15. Josh Aguilar
-The right side of the front page lists the business hours. This is important information to
include but it raises two problems. The first deals with scheduling appointments. Listing the
business hours alone with no comment about leaving a message or sending an email could
give the impression that people can only contact Campbell Appliance during the listed
business hours. Presumably the company only makes visits and service calls from
8:00am-5:30pm, but they certainly take phone messages and emails at any time. Since
appliance malfunction can happen at any time, it is important to not discourage people
from contacting you.
-In the middle of the front page there is a picture that shows the back of a man standing in
front of a double-door refrigerator with both doors open. While refrigerators are certainly an
appliance and probably an appliance in need of frequent repair, the picture does nothing
to further brand Campbell Appliance. The picture could have instead featured a technician
repairing the refrigerator, or maybe depicted the technician with a tool in his hand standing
next to a fixed refrigerator. Page space needs to be maximized and this picture does not
add any value to the company’s brand.
-The content is written well but does have a typo on the homepage. Throughout the entire
website there are lots of exclamation points (!). There are three in the header alone. This
makes the writing seem juvenile and very gimmicky.
Positive Aspects
-The site design is sleek and modern. The header immediately informs users of two things:
“free estimates on all new systems” and phone numbers for their Austin and Round Rock
offices. The middle of the page is spaced out with appropriate headers. Much of this space
is devoted to bullets that list the 20+ brands Campbell Appliance is capable of repairing
and maintaining.
-The right side of the front page lists acceptable payment methods. In addition to cash and
check, Campbell Appliance accepts several major credit cards. This is great information to
have on the front page as it lets people know without having to call or click around the
website.
-There is a tab devoted almost exclusively to advertising that Campbell Appliance is a
service provider for Bryant Heating and Cooling Systems. This page discusses the credibility
of Bryant which bolsters the credibility of Campbell Appliance.
-Pictures of several appliances are utilized on each page of the website. This reinforces the
fact that Campbell Appliance can repair any type of appliance.
-There is a page devoted to coupons that can be used on several first time purchases.
Coupons can be a great way to engage new customers.
Use of Social Media
-None 15

16. Josh Aguilar
Case 2: ABA Appliance, INC.
http://www.abaapplianceservice.com/
Focus
-ABA Appliance focuses on five main concepts:
Being courteous and polite
Experience and knowledge
Being punctual
Understanding your needs
Avoiding a “big mess”
Services
-ABA Appliance offers:
Service and repair
24 hour emergency service
Free service call with repairs
Free estimates for every appliance repair
Website Design/Content
Negative Aspects
-The content is written well but does have a typo on the homepage.
-The homepage appropriately lists the kinds of appliances that ABA appliance can service.
However, the two columns are visually inconsistent.
-There is a difference between wanting to be personable and understanding and providing
too many anecdotes that it becomes confusing and disingenuous. The pages are full of
content aimed at getting users to trust ABA appliance. There is also lots of content aimed at
proving that ABA appliance understands the user and wants the user’s life to run smoothly.
The constant reminders that ABA appliance technicians are “courteous” and “trustworthy”
are enough to make users question why they would need the constant reminders in the first
place.
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17. Josh Aguilar
Positive Aspects
-The homepage banner shifts between three headers: services, specials, and contact us.
The graphics are neat and the transition is smooth. A rotating banner is a great way to
expose users to the most important parts of your business. Most users will spend at least a
little time reading the content on the homepage and while they do this, the header can
advertise what are likely to be the services the user needs. Also, a rotating banner on the
homepage minimizes the number of clicks the user needs to reach a particular page on the
website.
-The site design is sleek and modern. The header immediately informs users of two things:
“free service call with repairs” and the company phone number. The middle of the page is
spaced out with appropriate headers. Much of this space is devoted to bullets that list the
12 types of appliances ABA appliance is capable of repairing and maintaining.
-The site effectively utilizes hyperlinks to access various pages.
-The front page has the “contact us” form available for users to fill out and submit. This is
advantageous because a lot of people will shop around to get different quotes. Having the
form on the front page increases the chance that users will submit their inquiry because they
are likely in a rush or not interested in exploring the website in depth.
-The front page shows a “featured testimonial.” There is also a link under the quote that
when clicked shows 11 other testimonials. These are effective at establishing credibility
because people trust other people more than they do companies by themselves.
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