6 REAL Reasons Why You Need A Mobile-Optimized Website
We’ve all heard the saying, “If you build it, they will come.” But what about that other saying: “If you build it right, they&...
How does a guy with an orange wardrobe, a dollar-store bucket, and a few hundred bucks in Facebook ads dominate entire expos?
Simple. He understands one thing most business owners don’t:
In this episode of Marketing Without Rules, Lewis Vandervalk sits down with Matt Plapp, the Chief Energy Officer of America’s Best Restaurants—a powerhouse media and marketing company that films over 800 local restaurants a year.
From his accidental orange branding to how he hacked boat dealership forums before most people knew what a forum was, Matt’s story is a masterclass in out-of-the-box marketing.
Let’s dive into the lessons home service pros can steal and use today.
This show is sponsored by Blue Crocus Solutions, a web design and SEO agency focused on helping home service companies grow.
Matt doesn’t believe in expensive booths at expos.
Instead, he walks the show floor with a plastic bucket full of cash and a few stapled-together hundred-dollar bills. Then he runs Facebook ads targeting attendees, telling them to find the guy in orange, answer a few business questions, and reach in the bucket.
The result? He becomes the most talked-about person at the event.
Lesson? People don’t remember the most expensive brand—they remember the most memorable one.
If you’re attending trade shows or community expos, skip the booth—run geotargeted Facebook ads offering a giveaway, show up with something that stands out (even if it’s just bright clothes and a bucket), and walk the floor. You’ll generate more buzz, more leads, and more conversations than 90% of the vendors there.
“I spent $1 on the bucket and $100 on ads. That was all it took to outshine brands spending $50,000+ on booths.” — Matt Plapp
Matt didn’t plan his brand identity. It happened by accident.
He just happened to wear the same orange golf shirt in a bunch of videos. When he showed up to an event wearing something else, people called him out.
From that moment, he owned it. Orange shoes. Orange cups. Orange gym bags. Orange everything.
It’s not about color. It’s about consistency. Whether you’re wearing orange or driving a branded van—find your “orange” and own it.
If you’re a service pro, pick one visual thing—a neon hat, a bold wrap, a distinct sign-off—and show up with it everywhere. Familiarity builds trust. Repetition builds reputation.
“If I walk into a room of 100 people and everyone’s in black, white, or gray—I’m the orange guy. And people remember orange.” — Matt Plapp
Back in the early 2000s, Matt discovered his employees were wasting time on boat forums—so he turned it into a strategy.
He had each salesperson post answers, join conversations, and link back to their dealership’s website. Every reply became a backlink—and within months, they were outranking Yamaha themselves.
Moral of the story? Sometimes attention > algorithms. Be everywhere your customers already are.
Pro tip: Find the top 3 Facebook groups or forums your ideal customers are in. Join them, engage genuinely, and make sure your profile or signature links back to your business. Long before they buy—they’ll see you as the go-to expert.
“I didn’t even know what SEO was. I just saw an opportunity to be everywhere—and Google noticed.” — Matt Plapp
Matt started in radio, then ran a boat dealership, and eventually landed in restaurant marketing.
He realized two things:
So he launched America’s Best Restaurants. A full-on media company that films, markets, and features local joints—creating micro Diners, Drive-Ins and Dives-style episodes optimized for social.
In 2021, his team filmed over 350 restaurants in 6 months.
Home service pros: take note. Start featuring others—highlight your favorite local café, gym, or dog groomer. Post it. Tag them. You’ll get shares, visibility, and referrals just for being the one who gave someone else the spotlight.
“Guy Fieri only features 40 restaurants a year. We wanted to give 1,000+ local spots the spotlight—and help them monetize it.” — Matt Plapp
Matt doesn’t just serve restaurants. He’s coached landscapers, window installers, and home service pros too.
One of his favorite retention plays? A fake door knock.
A landscaping company would visit the wrong house first on purpose, letting neighbors know the real project was next door. Suddenly, everyone wanted an upgrade.
And for contractors who don’t love cold knocks?
He recommends dropping off a “neighborhood courtesy” card with the owner’s cell number in case of debris or noise. It builds goodwill—and lands jobs from curious neighbors.
Copy this move: Before a project starts, walk the block and drop a flyer that says “We’re working nearby. Let us know if there’s any noise—and if you’d like a free quote, too.”
“People hate feeling outdone by their neighbors. When they hear Sally’s getting new windows, they want new windows too.” — Matt Plapp
Matt’s entire business is built on content. He doesn’t rely on fancy equipment—he relies on consistency.
He launched a daily podcast, blogged every day for a year, and now produces reality-style videos from his phone. His advice?
Use video to build trust before someone needs your service.
Need a starting point? Use your phone. Film a 2-minute tip or customer spotlight. Post it on Facebook, tag the client, and ask others to comment with who you should feature next. Keep going until people start expecting it from you.
And if you want to grow your brand faster? Interview your community. Local business owners. Influencers. Even restaurant owners. Highlight them, and they’ll highlight you.
“Most businesses are invisible. If you’re not posting, you don’t exist. Period.” — Matt Plapp
Matt’s entire marketing strategy fits into three simple words:
Attract — Grab attention in your market with something unexpected.
Build — Build a relationship. Capture emails. Start conversations.
Retain — Stay top-of-mind so they buy again—or refer you.
No CRM? No problem. Start by keeping a spreadsheet of everyone who’s ever bought from you or asked for a quote. Email or text them something useful once a week. Consistency > perfection.
Whether it’s with orange shoes, daily content, or a viral money bucket… Matt’s message is clear:
“Hope and pray is not a marketing strategy. Aim and expect. That’s how you win.” — Matt Plapp
Matt’s story is more than fun marketing hacks and orange kicks. It’s a reminder that business is simple when you:
And above all?
Stop blending in.
Whether you’re in roofing, pest control, or HVAC—the more memorable you are, the more money you make.
Now go grab your orange shirt (or something like it)… and dominate the show floor.
Want more insights from Matt? Check out what he’s up to:
MattPlapp.com for books, resources, and all things orange.
This Podcast is sponsored by Blue Crocus Solutions, a marketing agency offering website design, branding, AEO (Answer Engine Optimization) and Search Engine Optimization (SEO) services for Home Service businesses.
To see more episodes of the Marketing Without Rules Podcast, visit the podcast here:
