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PODCAST

From the Yellow Chair

Home Service Industry marketing and branding gurus, Crystal Williams and Emily Fleniken speak the language of contractors by talking condensers, co-op dollars, service agreements, and equipment warranties, but also the language of entrepreneurs by talking ROI, creative strategy, trending tactics, employee retention, and community engagement. You’ll be entertained by the comical banter, but informed by the holistic approach to marketing and branding. On the daily, you’ll find this dynamic duo working

business marketing

All Episodes

50:52

Prospecting: Building Your Marketing Funnel

From the Yellow Chair ·

2022/09/27

In the Lemonade Stand, Crystal and Emily discuss the importance of building a successful marketing funnel to reach new and existing clients. Starting broad can be tricky to pick your target audience and find exactly who you are wanting to start with.Sip some lemonade with us and learn:• What a Marketing/Sales Funnel is• How to start a successful funnel• How to empower your team to make a successful campaign• What to start with/ What to end withIf you enjoyed this chat From the Yellow Chair, consider

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37:21

7 Steps To Maximize Your Marketing Budget

From the Yellow Chair ·

2022/09/20

In the Lemonade Stand, Crystal and Emily discuss how to maximize your Marketing Budget in 7 steps. Starting with using a strong CRM Software, looking back on your historical data to make Marketing decisions is extremely important.Sip some lemonade with us and learn:• How to maximize your marketing budget•How to track your spending year-over-year• Strategies to calculate average service ticketSubscribe to "Sip Some Lemonade" our monthly newsletter to get access to this episode's FREE

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39:52

Setting Goals In Your Marketing Plan: Focus On...

From the Yellow Chair ·

2022/09/13

From The Yellow Chair, Crystal and Emily discuss how to develop an effective marketing plan. It is not just discounts and special offers. Yes, these are important, but there is more to it than that. When a system is built to help your contractors succeed, that is when you will see a difference.Sip some Lemonade with us today as we discuss:• Setting Goals for your Marketing Plan• Scheduling a successful Marketing Campaign• Getting your team behind your Marketing EffortsSubscribe to "Sip Some

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42:52

Hiring For Culture: Finding The Right People

From the Yellow Chair ·

2022/09/06

From The Yellow Chair, Crystal and Emily talk hiring for your business's cultures. Finding the right people, keeping the right people, and losing the ones who aren't a good fit.Culture starts from the top! It will take you (the business owner), your leadership team, and consistency to build a healthy culture at your company.Sip some Lemonade with us today and learn:• How to keep your employees engaged• How to incentivize in a healthy way• Finding team members that are a great fit for your

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12:50

Mini Brands With Marketing Enthusiast Ava

From the Yellow Chair ·

2022/08/30

In the Lemonade Stand we have Crystal and her niece, Ava, talking about a marketing tactic that has spread worldwide and into the hands of kids. Mini Brands.Imagine a ball that you open to find inside, a toy of your favorite brand, company, food item. These Mini Brands, by Zuru Toys, are purchased with a surprise inside and can be collected for amusement.Companies like Disney, Oscar-Meyer, and more are using this collaboration with Mini Brands to get their brands into households in a whole new

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14:00

Good Is The Enemy Of Great

From the Yellow Chair ·

2022/08/23

A quick Sip in the Lemonade Stand with our Creative Director, Emily. Talking about the struggle, ongoing battle that is perfection. The issues that come with pursuing perfection or being comfortable in "Good". Sip some lemonade with us to learn:• How to push past Good• Get out of your head when it comes to Perfection• How to pursue Great without slowing your processIf you enjoyed this chat From the Yellow Chair, please rate, review, and subscribe from wherever you’re listening. We’d love

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26:26

What Is Hot With IAQ

From the Yellow Chair ·

2022/08/17

In the Virtual Lemonade Stand, Crystal and Emily are joined by Rick and Rachel Sanders from Naturesoft Solutions to discuss Private-Labelling IAQ Products.Indoor Air Quality (IAQ) products are a great stream of revenue that most contractors sleep on or don't put the effort into. In a post-COVID world, consumers are more aware of germs, cleaning solutions, and other preventatives. This is the perfect time for you to get into the IAQ game.Sip some lemonade with us to learn:• What Private Label

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53:23

Business Coaching: How To Achieve That Next Level

From the Yellow Chair ·

2022/08/11

In the Virtual Lemonade Stand, Crystal and Emily are joined by Tom Peregrino of Service Nation Alliance and his daughter, our very own, McKena Harless.Tom is the VP of Coaching and Training for Service Nation Alliance Premier and tells us in this episode of From The Yellow Chair how important it is to find the right coach for your business.Sip some lemonade with us today and learn:• How to choose the right coach• KPIs for a good coaching program• How contractors can get the most out of a business

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50:05

Why Branding Campaigns Matter In The Digital World

From the Yellow Chair ·

2022/08/02

In the Virtual Lemonade Stand, Crystal and Emily are joined by Ryan and Stephen from Wit Digital to talk about branded Campaigns in the Digital World.Ryan is a strategic-minded Marketing Manager. With a decade of digital marketing experience blended with traditional platforms (Broadcast, Print, Radio), Ryan brings a unique set of skills to the Branding & Converting table.Stephen has been an entrepreneur for 17 years and doing SEO since 2007. His agency, Wit Digital, is focused solely on helping

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23:24

Tracking My Marketing

From the Yellow Chair ·

2022/07/27

Do you track your marketing?How would you know what works if you don't?When you begin any campaign, you make a goal for what you want the results to be. How else would you label it as "Success" or "Failure"? Don't tell us you go off of your gut feeling! Today, From The Yellow Chair, Crystal and Emily talk about unique ways to maximize your tracking efforts. Ensuring your results are accurate.Sip some Lemonade with us to learn:• Why tracking is important• Tools to track

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41:02

Beyond Your Brand With Chris Fleniken

From the Yellow Chair ·

2022/07/19

From The Yellow Chair, Emily is joined by a very special guest, her husband, Chris Fleniken!An unpredicted entrepreneurship story similar to a lot of our contractors, Chris has built a business that helps people produce a brand beyond their logo. Bringing knowledge and experience through changes in the advertising industry, Chris has learned to pivot, adapt, and share his failures and successes in developing a brand.Sip some Lemonade with us and learn:What is included in a brandHow to always grow

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40:19

Organizing A True Social Media Strategy

From the Yellow Chair ·

2022/07/12

From The Yellow Chair, Crystal shares the marathon strategy of how to stay organized with your Social Media Strategy. The intentionality you need to keep posting and keep growing. Social Media Planning does not need to be a HUGE daunting task, but actually small sips to consume the whole lemonade that is your STRATEGY. Sip some Lemonade with us and learn:Difference between Organic and Paid Social Media ContentStrategies to think outside the boxHow to make a winning strategy and planSocial Media is

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46:40

PPC 1-2-3 With The Marketing Pro Team

From the Yellow Chair ·

2022/07/05

PPC 1-2-3. Are your Pay-Per-Click ads efficiently providing your company leads? Or is there wasted ad spend that needs a quick tune-up? Find out on our very special 30th episode in the Lemonade Stand with ServiceTitan Marketing Pro Team Members, Johnny Wenzel, and Dylan Kessler.Listening to this episode you will learn:Specific Goals To Set For Your PPC AdsHow To Track PPC CampaignsBest Practices For Starting Successful CampaignsHow To Select The Right PPC Vendor For Your BusinessFor more insight

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40:51

How To Budget For Your Marketing

From the Yellow Chair ·

2022/06/28

Budgeting for your Marketing efforts can be challenging. Where do I begin? How much is too much? Am I spending it in the right places? In the Lemonade Stand, this week is Brad Pesek, CFO of McWilliams & Son Heating, Cooling, & Plumbing. Brad is to the RESCUE to help save your marketing efforts and clear the confusion around beginning a budget.After sipping some lemonade with us today, you will learn:• Where to begin with writing a budget• Key metrics you should be watching• Common mistakes

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49:56

Marathon Strategy: Insights On Direct Mail

From the Yellow Chair ·

2022/06/20

We are HUGE fans of Direct Mail here at Lemon Seed, and we took the opportunity to have Erik Wytrwal from Stochastic Marketing in the Lemonade Stand.Erik has more than a decade of Direct Mail experience and background in the trades. Formerly owning an HVAC company of his own, Erik experienced the value of having consistent reach through Direct Mail Marketing. By the end of this episode, you will know:1. The value of a strong Direct Mail Campaign2. The importance of sticking your Marketing Plan

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46:07

Call Center Mania: KPIs, Outbounding and Management

From the Yellow Chair ·

2022/06/14

In the Lemonade stand this week, we have special guest Sarah Vest! Sarah is the Call Center Manager for McWilliams & Son Heating, Air & Plumbing. We discuss KPI's, best practices, and all things empowering for your call center team. From defining what makes up a call center to learning powerful ways to track success, Sarah brings the knowledge to the Lemonade Stand for this impactful episode.After listening to this episode you will learn: What makes a Call CenterHow to measure success

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33:15

Lufkin Linda - What's Your Target Market

From the Yellow Chair ·

2022/06/06

Meet Lufkin Linda: A Story of knowing your target market. In the Lemonade Stand, Crystal goes SOLO to tell you 15 Questions You Should Ask Yourself.After listening to this episode, you will know:How to identify your Target MarketHow to refine your Target MarketHow to reach your Target MarketIf you enjoyed this chat From the Yellow Chair, please rate, review, and subscribe from wherever you’re listening. We’d love to hear from you; what are you liking and loving? What do you want more of?We'll

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54:44

Digital Stuff Level 2: Why You Shouldn't Be Scared To...

From the Yellow Chair ·

2022/05/31

This week we are joined in the Lemonade Stand by Jennifer James, CEO and Founder of Optic Marketing Group. Jennifer James founded Optic Marketing Group (OMG) in 2017 with a goal of creating a marketing agency that focuses on Transparency and Open Communication with employees and clients. In this episode, we talk LEVEL 2 Digital Strategy and why YOU should not be scared to LEVEL UP! Discussing OTT, CTV, and many more.Jennifer brings her expertise by providing the one thing every contractor should be

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50:17

Leadership and Setting Boundaries

From the Yellow Chair ·

2022/05/24

In this week’s episode, our hosts get to chat with a leader who knows leadership well. Danielle Putnam, recognized by The News as The Top 40 Under 40, and Service World Expo as the 2021 Woman of the Year, is President of The New Flat Rate, Advisory Board Member and Past President of Women in HVACR, and is the Executive Director of her non-profit, Family Frameworks.Danielle has a personal connection with the home service industry. Her first job was passing out flyers door-to-door for her father’s

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45:17

State of the Industry with the Pantheon Panelists

From the Yellow Chair ·

2022/05/17

Back in April, our Founder and Marketing Strategist had the privilege of hosting a panel of rockstar women in the service industry world. They could talk for hours about all things marketing, employee engagement, social media, and life in the trades. We wanted to continue their conversation from LA and bring them into the Lemonade Stand to bring you more advice and information. Crystal is joined by Cassie Pound with Quality Heating, Cooling & Plumbing, Leslie Harpole with Champion Plumbing, and

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