PJ Hickenbottom – Transformative Marketing Strategies from the Ground Up

Marketing is not one-size-fits-all, especially when you’re building a brand in a small, tight-knit community. On the inaugural episode of the Marketing Without Rules podcast with PJ Hickenbottom, we explored unconventional, impactful marketing strategies that every business owner should consider. PJ, a seasoned junk removal business owner, shared how he adapted to a challenging environment and turned limitations into opportunities. This post captures those insights and actionable steps to help you make a significant impact in your local market.

This Podcast is sponsored by Blue Crocus Solutions, a marketing agency offering website design, branding, and Search Engine Optimization (SEO) services for Home Service businesses.

From Cement Mason to Junk Removal Innovator

PJ’s journey began as a union cement mason for over 20 years before transitioning into junk removal. After stints at Junk King and 1-800-GOT-JUNK, he launched his own junk removal business in a rural, low-population area. With a limited pool of customers, PJ had to think creatively to grow his business. His methods go beyond traditional marketing—he embraces community-first strategies that connect personally and professionally with his audience.

Step 1: Leverage Social Media with Engaging Giveaways

PJ’s first breakthrough came from Facebook giveaways. Faced with unsold items piling up in his garage, he started giving them away instead of selling them. This simple, community-focused gesture transformed his business’s local presence. Here’s how to replicate his success:

1. Choose a Giveaway Item: Select an item with broad appeal (e.g., furniture, electronics, or bikes).
2. Create a Simple Contest: Make a post with the item on your business page with a great picture of the item. Have followers pick a number between a range (e.g., 1–1,000). Launch the giveaway, and run for 7 to 14 days. Use a random number generator to select the winner when time is up.
3. BONUS:
   1. Engage Community Groups: Post the giveaway in local Facebook groups, especially those that don’t allow direct business promotions. You are leading with value, and these groups tend to let those types of posts in, while not allowing posts about business self-promotion.
   2. Go Live for the Winner Announcements: Increase engagement by drawing winners live on Facebook. Draw the number out of a hat, or share your screen and use a random number generator to pick the number.

“We don’t have a choice but to own the market share—all of it. We don’t just go after a piece of the pie.” – PJ Hickenbottom

Step 2: Partner with Local Businesses

Networking with local businesses amplifies your reach while fostering community goodwill. PJ’s partnership with restaurants led to initiatives like UFC fight nights and using branded drink coasters in restaurants and bars. Key steps to follow:

• Collaborate for Events: Offer to co-host events like sports viewings or food tastings. Suggest selling VIP tables to offset event costs.
• Introduce Branded Materials: Provide branded coasters to local bars and restaurants. PJ’s coasters read, “Now that you’re drinking, time to start thinking about getting rid of your junk.” They’re cost-effective, practical, and impactful. HERE is a link you can use to a fairly inexpensive option for coasters.

Step 3: Community Engagement as a Marketing Pillar

PJ’s efforts extend beyond marketing to genuine community contributions. He actively comments on local social media posts from his business page, offering condolences, congratulating milestones, or simply joining conversations. This positions his brand as a caring, integral part of the community.

“By flipping the script and putting people first, we’ve built a brand that resonates deeply with the community.” – PJ Hickenbottom

“Don’t post junk removal photos; they’re worthless. Instead, focus on content that builds community and engagement.” – PJ Hickenbottom

Step 4: Explore Nonprofit Partnerships

PJ also works with a nonprofit that cleans up illegal dumps. He has received local and state recognition by engaging in these efforts, including “Nonprofit of the Year.” Steps to emulate:

• Identify Local Causes: Research ongoing community projects or issues you can support.
• Offer Resources or Labor: Volunteer your services or expertise to support these causes.
• Promote Mutual Success: Highlight these efforts on social media to inspire others while raising awareness of your business.

Step 5: Focus on Brand Visibility

Every interaction—whether through social media, local events, or business partnerships—compounds brand recognition. PJ’s Facebook page outranks major competitors like 1-800-GOT-JUNK in his area. Achieve similar results with these tactics:

• Regular Content Updates: Share not just services but stories and wins from your community engagement.
• Optimize Local SEO: Leverage every mention of your brand in local news, chamber of commerce materials, or other media.
• Be Ubiquitous: Aim to be present everywhere – online and offline.

“Attention is currency—the right kind of attention is gold.” – PJ Hickenbottom

Step 6: Tapping into the Power of TikTok

Looking ahead, PJ plans to expand his brand’s presence on TikTok. He envisions leveraging viral trends to showcase community engagement, like free junk removal for those in need or purchasing groceries for local families. TikTok can amplify community-driven content, making it a powerful addition to your strategy.

Key Takeaways

1. Be a Hunter, Not a Gatherer: Don’t wait for leads to come to you. Actively engage with your community through creative, personalized strategies.
2. Invest Time Over Money: Many of PJ’s strategies, like commenting on social media or coordinating giveaways, are low-cost but require effort and consistency.
3. Community Recognition is Gold: By prioritizing people over profit, you not only build goodwill but also create sustainable brand visibility that’s hard to replicate.

“You’ve got to be a hunter to really dominate in any business. Shake the trees—don’t wait for the apples to fall.” – Lewis Vandervalk

Conclusion

PJ’s approach to marketing demonstrates the power of unconventional strategies tailored to specific challenges. By combining digital efforts with grassroots community engagement, his business thrives in an environment where traditional marketing might falter. Whether you’re in a small town or a bustling city, these principles are universally applicable. Start small, stay consistent, and always prioritize genuine connections.

Where will you start? Implement one of PJ’s strategies today, and watch your business grow in unexpected ways.