Finding Tradespeople for a Service Marketplace GTM Launch
Request
A boutique strategy consulting firm working for a tradespeople service marketplace (e.g., HomeAdvisor, Angi, TaskRabbit) approached Zintro with a special request. They were helping the marketplace with their go-to-market (GTM) strategy for a new mobile app and wanted to speak with different tradespeople about which marketplaces and lead channels they currently use, which they’ve used in the past, what their current bandwidth is, whether they see seasonal fluctuations, and the current project pricing. Their target audience was plumbers, electricians, general contractors, landscapers, pest control providers, cleaners, septic specialists, and HVAC professionals. They requested 16 focus groups with four people each (64 total) followed by in-depth interviews (IDIs) of 16 people they hand selected from the groups.
The Challenge & Results
The client requested that all tradespeople in the focus groups be from California, Texas, or Florida and have an annual revenue of $100K+. Additionally, 50% or more of the participant’s revenue had to come from advertising (i.e., not referrals or existing business). Lastly, the participants had to be decision makers for marketing strategy within their company (e.g., Owners, Head of Marketing, etc). At the time, Zintro didn’t have an established panel for this type of audience, so they returned to the roots of research recruitment and cold emailed and called business owners that they felt may be good fits. With this methodology, Zintro was able to present 92 tradespeople for the client to choose from, 64 of which were selected for the 90-minute focus groups, and since then, Zintro has built a critical mass of individuals in these roles within their panel.
By the Numbers
92 profiles presented
64 selected for focus groups
98% show rate (the single no show had a “septic emergency”)
16 hand selected from initial focus groups for in-depth interviews
