Sean Griffin is the President and Owner of Cornerstone Services Inc. a mail house located in New Paltz, NY. Tel: (845) 255-5722 ex. 100 EMail: firstname.lastname@example.org
Because landscaping is, generally, a very large seasonal business,
there’s a tendency to “rake in” as many customers as possible before their competition does. So what exactly is the best way for these types of businesses to seize as much of the market share as possible? It’s all about how a landscaping business plans and executes their marketing campaigns.
Digging Deeper Into the Customers:
It is quite typical for those businesses that spend more time planning and executing their marketing campaigns to then achieve better results and an increased ROI (return-on-investment). These successful business owners develop budgets and marketing strategies based on research and data. Research and data on your customers (potential and current) and the areas you service is very important in making marketing and budgeting decisions. You wouldn’t want to spend your money and effort on customers you’re not likely to get, would you? Building customer profiles on your existing or prospective customers allow you to narrow down where and how you will spend your money and marketing efforts, and in what ways will work best for those customers. A large mistake to make as a landscaper would be to assume that you already know and understand the customers you serve or wish to serve. When you assume things such as this, you target the wrong people, with the wrong types of offers. It is worth the time and effort to target those people who are more likely to convert into future customers. On your existing customers, run an analysis on them. What is the average income level, age, home value? Where are they mostly located? Is there one or more neighborhoods where you have more than one customer? You should also know whether you want to service businesses, residents, or both.
Value Packs Are Not Greener on the Other Side:
Sometimes, in order to save time and money, landscapers will distribute these super inexpensive ads which come in what is called a “value pack” in order to get their ads into as many homes as possible. The problem with value packs is that they feature ads from many other competitors on them and that they aren’t being distributed to your target audience. When you choose to use a value pack, you are wasting your efforts on addresses that may not even need landscaping services, and you have to order about 10,000 of them at one time which are distributed to every address in one area. In the case of a value pack, you are going to get what you pay for. They are rather cheap, and accompany low-end coupons alongside your own, which diminishes the value of your services. The more appropriate way to go for landscaping services would be EDDM (Every Door Direct Mail). With EDDM, you are able to target exactly who you want, in the areas and homes you want, and get the response you want by directly speaking to your target audience in the way they want. With a value-pack, you are not likely to get noticed.
When You Use EDDM (Every Door Direct Mail):
So now here you have some tips to successfully obtain more customers as a landscaping business. It is well worth the time during the off-season to start doing some research and making smarter, more educated decisions when it comes to planning and executing your marketing campaigns and strategies.
Ready? Set? MOW!