Podcast #77

“Marketing Ideas You Need”

Featuring Nancy O'Hare-Zika

Intro: Welcome to Profiles In Prosperity. The leading podcast for residential service contractors sponsored by Service Roundtable and hosted by David Heimer.

David Heimer: Hi, this is David Heimer, welcome to Profiles In Prosperity. Nancy O’Hare-Zika is the owner of Yellow Dog Creative formerly Swick Media Services. Yellow Dog Creative is in Michigan and focuses on the marketing needs of companies in the skilled trades industry. Nancy has a long rich history in our industry. She was the marketing director and general manager of Swick Home Services in Marquette, Michigan. For the last seven years, she has been the owner of Yellow Dog Creative. In that capacity, she and her team worked with hundreds of companies, large and small all across North America with one goal in mind, make the phone ring, which is a very worthy goal indeed. Nancy is a married mom of three kids and two golden retrievers. In her spare time, she enjoys traveling, fishing and gardening. So Nancy O’Hara-Zika, welcome to Profiles In Prosperity.

Nancy O’Hara-Zika: Hello, thank you so much for having me. It’s a pleasure.

David Heimer: Let’s go back to the beginning, how did you get into our industry?

Nancy O’Hara-Zika: So I was wearing the hat of the marketing director and GM of a plumbing shop here in the upper peninsula of Michigan. The owner of that company, Tom Swick, was kind of a visionary, honestly, and this was, I’m talking before plumbers and people in the trades really did much advertising, traditional advertising as far as television. They did billboards and radio, but not a lot of TV. And he had a vision to create this branding commercial. And I say branding, but honestly, back when we did this the very first time, branding wasn’t even a thing, no one said brand yourself, brand your company. But he had this vision for this really beautiful commercial that showed the plumbing industry the way he felt it should be portrayed. And that’s very respectfully and very beautifully shown as the heroes, not the butt crack jolts and the dancing toilets. And he wanted to really, you know, bring up the level of respect.