In this episode of Marketing Without Rules, host Lewis Vandervalk welcomes Chris Scoville, founder and CEO of Improvifi, to break down what they’d do to launch a home service business from scratch.
Using a fictional brand called “Generator King”, Lewis and Chris brainstorm creative marketing strategies, branding tactics and referral-based growth plans that any local service business owner can use.
They discuss the importance of standing out in a saturated market, the power of partnerships and physical branding, and how to build a referral flywheel that attracts long-term customers.
From custom-wrapped porta-potties to co-branded trucks and authentic relationship-building, this episode delivers real-world advice with a creative twist, perfect for any trades-based entrepreneur looking to grow smarter and faster.
00:00 Introduction and Guest Welcome
00:35 Chris Scoville’s Background and Business Growth
02:59 Building a Team with Purpose
04:52 Scaling and Overcoming Challenges
08:26 Creating the “Generator King” Blueprint
28:02 Referral Strategies and Networking
31:13 Colorful Dumpsters and Porta-Potties
32:20 Branding and Partnerships in Dumpster Rentals
34:21 The Importance of Differentiation in Marketing
37:12 How to Build a Brand That Gets Noticed
49:11 Final Thoughts and Where to Find Us
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