The TradeMarke

AI, Community, and Trust: The New Marketing Landscape

In this dynamic episode of The TradeMarke, co-hosts Eric Thomas and Sarah Ghirardo dive deep into the evolving world of marketing for the trades. Joined by guest Crystal Williams from Lemonseed Marketing, they explore groundbreaking insights, trends, and actionable strategies to help home service businesses thrive in 2025 and beyond.
Key takeaways include:
AI in Marketing: How tools like ChatGPT can revolutionize your approach to customer engagement and content creation.
Building Trust: The rising importance of local SEO, customer reviews, and community involvement.
The Power of Influencers: Why your technicians and local personalities could be your most valuable brand ambassadors.
Maximizing Lifetime Value: Understanding CLV as the cornerstone of a successful marketing strategy.
Innovative Campaigns: Seasonal promotions, smart home technologies, and hyperlocal advertising.
From navigating data privacy regulations to leveraging predictive analytics, the team uncovers practical tips to stay ahead in a competitive market. Whether you're a seasoned marketer, a trade professional, or a curious business owner, this episode offers the tools and inspiration you need to make your mark in 2025.
Listen now and learn how to turn marketing challenges into opportunities for growth. Don’t forget to share this episode with your team and leave a review to help us keep bringing actionable insights to the trades community!

Building Profits and Processes: Insights from The Opus & Golds Group

In this episode of The TradeMarke Podcast, Eric Thomas and Sarah Ghirardo sit down with Dana Staszkiewicz, co-founder of the Opus & Golds Group, to explore her remarkable transition from a career in retail and ad agencies to becoming a leader in the trades industry. Dana shares her story of entering the trades through her brother's plumbing business, the challenges they overcame, and how they scaled the company to success before launching Opus & Golds Group.
Learn actionable insights about:
Creating sustainable profits in the trades.
Developing systems and processes for growth at any revenue level.
The importance of data-driven decisions in marketing and operations.
Strategies to thrive during economic and political shifts.
Whether you’re running a small trades business or managing a multimillion-dollar operation, this episode delivers valuable strategies and inspiration to level up your game. Plus, Dana gives a sneak peek into her new podcast and her take on working alongside family in business.
Stay tuned for this insightful conversation that’s packed with actionable takeaways to help you make your mark in the trades.

The Untapped Power of Direct Mail: Insights from Mail Shark's Josh Davis

Welcome to another exciting episode of The TradeMarke, live from the Service World Expo 2024 in Orlando. We are thrilled to introduce Josh Davis from MailShark, our very first sponsor on the show. In this episode, we dive into the world of direct mail marketing, exploring how Mail Shark, a company specializing in direct mail marketing for home service contractors, helps contractors enhance their direct mail and response marketing strategies.
As the Chief Revenue Officer of Mail Shark and one of its first employees, Josh shares his immense experience and insights into the benefits of in-house versus outsourced fulfillment, product variety, and measuring ROI. We also discuss the effectiveness of direct mail during the political season, strategies for acquisition and retention, and the importance of consistency and multiple touches in marketing campaigns.
Learn about the innovative strategies Mail Shark offers, including targeted campaigns, detailed demographic analysis, and API integrations into CRM systems like ServiceTitan. Discover how direct mail, when done right, can provide unparalleled branding opportunities within the trade industry.

Marketing Mascots and Mullets: The Fun Side of Branding

Join us in this lively episode of The TradeMarke as hosts Sarah Ghirardo and Eric Thomas interview the dynamic Lupita Thompson. Get ready for a journey through unique culinary experiences, hilarious games, and insightful discussions on effective branding in the trade industry. Discover the secrets behind successful marketing strategies, memorable trade show moments, and how personal stories add value to professional growth. Whether you’re in the trades, marketing, or just love a good story, this episode offers a delightful blend of fun and professional insights. Tune in for a memorable ride filled with laughter, learning, and the heartwarming spirit of community in the trades.

Maximizing Social Media for Home Service Businesses with Kaleigh Gregory

Welcome to The Trademarke, where marketing meets the trades! Join hosts Sarah Ghirardo and Eric Thomas as they dive into the world of social media with special guest Kaleigh Gregory. Discover how social media can transform your business, learn from Kaleigh's fascinating journey from coordinating magician tours to becoming a marketing expert, and uncover secrets for leveraging Instagram effectively. Whether you're a trade professional or a marketer, this episode is packed with insights and strategies to enhance your brand's online presence. Dive in and explore the exciting intersection of trades and marketing!

Unlocking Accounting Secrets for Business Growth with Nolan Bradbury

Welcome to another enlightening episode of The Trademarke. Today, we're joined by Nolan Bradbury to discuss the intricate and often overlooked area of business accounting. Throughout this episode, we dive into why accounting doesn't have to be a dreadful task but can be pivotal for business growth and financial success.
Our host shares personal anecdotes and expert advice on how business owners can restructure their accounting practices to not only handle taxes more efficiently but also drive overall business success. We explore strategic approaches to taxes, demystify common misconceptions, and explore the broader perspective of how accounting integrates with personal and business financial success.
Join us as we uncover methods to align your financial strategies with your business goals, taking advantage of the opportunities that exist within the tax code. Whether it's investing in appreciating assets or understanding the importance of timing and strategy in annual tax filings, this episode is packed with valuable insights that every business owner should know.

Scaling Sweat Equity: Tim Brown on DIY Marketing for Small Trades Businesses

Welcome back to another episode of The TradeMarke! In this exciting edition, the spotlight is on Tim Brown from Hook Agency.
Join hosts Sarah Ghirardo and Eric Thomas as they dive into the unique challenges and strategies in the trade marketing arena. With a special focus on the growing importance of organic marketing and the role of content creation, this episode offers valuable advice for businesses aiming to scale up.
Whether you're a seasoned marketer or a trade professional, discover practical tips on generating authentic content, addressing customer queries, and leveraging SEO to boost your business's visibility. Don’t miss Tim's candid thoughts on entering new markets with humility and his take on the competitive spirit in marketing for home services.

Beyond the Call: The Role of Empathy in Customer Service

Welcome back to another episode of The Trademarke Podcast, where hosts Sarah Ghirardo and Eric Thomas bring warmth to the world of trades and marketing. As the season transitions to what we fondly call 'blankie season' (also known as shoulder season), we dive into engaging conversations that are sure to keep you both entertained and informed.
This episode features a special guest, Valerie Garcia from Colair, a residential heating & air conditioning company serving customers throughout South Texas, who brings a wealth of knowledge and experience to the table. Valerie, known for wearing many hats, shares her journey in business and marketing, emphasizing the importance of empathy and servant leadership in creating exceptional customer experiences.
Listen in as Valerie discusses the intricacies of call-by-call management, the significance of customer satisfaction, and the power of marketing in business growth. She also sheds light on her role as the 'Ambassador of Fun' and how she manages a dynamic team of CSRs to ensure seamless operations.
Join us for a heartwarming conversation filled with insights, strategies, and a touch of humor as we explore the intersection of trades and marketing. Whether you're a trade professional or a marketing expert, this episode is packed with valuable takeaways to elevate your game.

Miranda Hufford’s Inspirational Journey into The Trades

Join Eric Thomas and Sarah Ghirardo as they dive into an inspiring conversation with Miranda Hufford from Red Barn Service on this episode of The Trademark. Eric & Sarah uncover Miranda's unique journey from co-owning a restaurant to managing operations at Red Barn Service, a company known for its innovative approach in the HVAC and electrical trades.
Discover how Miranda's past experiences have shaped her business acumen and how Red Barn Service has grown under her and Samuel's leadership. From tackling challenges like rebranding and weather disruptions to leveraging technology and data for better decision-making, Miranda shares valuable insights into running a successful trade business.
Get a glimpse into Red Barn's community-focused initiatives, such as their exciting AC and furnace contests, and their plans for further community engagement. Plus, hear about Miranda's experience stepping out of her comfort zone and embracing new opportunities.
Tune in for an engaging discussion that highlights the power of teamwork, innovation, and community involvement in the trades industry. Whether you're a trade professional or a marketing expert, this episode offers a wealth of knowledge and inspiration.
This episode is proudly sponsored by Mail Shark, to learn more about their services please visit www.themailshark.com

Tawnya Strittmatter's Journey of Triumph, Teamwork, and Giving Back

Welcome to another riveting episode of The TradeMarke! Join hosts Sarah Ghirardo and Eric Thomas as they dive into the exciting world of trades and marketing. This week, they are thrilled to have Tawnya Strittmatter on the show, discussing her unique journey from growing a successful HVAC and plumbing business to serving on the board of the Joseph Groh Foundation.
Tawnya shares her inspiring story of working alongside her visionary husband, Joe, to expand their business, ultimately selling it to private equity. She discusses the challenges and triumphs of their journey, highlighting the importance of teamwork and community in the trades industry.
The episode also explores the impactful work of the Joseph Groh Foundation, a nonprofit dedicated to supporting tradespeople facing life-altering accidents and injuries. Tanya explains how the foundation provides essential resources and assistance, helping individuals regain their independence and continue thriving in their communities.
Discover how you can contribute to this meaningful cause and learn about upcoming events like the Service World Expo and golf tournaments, where proceeds benefit the foundation. Don't miss this episode filled with insights, inspiration, and a call to action for business owners to support their teams and communities.
Resources mentioned in this episode:
The Private Equity Playbook: Management’s Guide to Working with Private Equity