View Full Version : Switching Directions
05-10-2007, 09:00 PM
I would like to start switching my business to primarily Outdoor low voltage lighting.
What have you all found to be the primary sources of advertising for lighting work,
Postcards, website, yellow pages ? All insight would be appreciated.
05-10-2007, 10:24 PM
Direct mail and a lot of phone and leg work. We use the yellow pages just because it's there, but never got much work from it. Soon we're going to try a commercial, and we have a dvd that's almost done that we're going to send out and see how that does....but direct mail is 85% of our business. Postcard size works fine us...full color, high gloss, 2 sided. Be careful how the postcard is layed out though. We've been through about 4 different designs before we found one that works for us. If we were smart, we would have talked to a marketing specialist in the first place.
05-11-2007, 08:34 AM
For this business, its defiately worth talkin to a marketer. and your bound to know someone whos in marketing, or know someone who knows someone. I think im going to try 1000 door hangers just to see, i got some advice on another thread they didnt work well for him, so i cut that down, i was originally at 10,000 door hangers. but i am definately goin to try 20-30,000 mailers. i think thats the way to go.
05-11-2007, 10:48 PM
Turf Troll, Word of mouth is a great way to advertise. I would approach landscapers who don't do lighting and have them mention you on the high end jobs they get. The referrals can't hurt and should lead to some jobs for you also. I have seen too many (me included) buy lots of door hangers, postcards, etc.. to have most of them sitting in a box yet. I think you just have to get out there and talk to people to get jobs and then put your add in the yellow pages. Its working for me! Good Luck!
05-12-2007, 12:04 AM
Networking and your current clients will get you the best results. I still spend less than $10k a year in advertising.
05-12-2007, 01:18 AM
I have had no luck with door hangers. All I get out of them is excercise. Lord knows I don't get enough of that everyday. Best marketing response for me was to write a letter of introduction to some of the top landscapers in our area. I included my experience, services we offer, product line, explained the difference between throwing down some runway lights (most contractors) and lighting for effect. Also the value of proper connections and voltage testing etc... Include pictures of several jobs and list web site. If you can meet them in person and take them to lunch. I have found my success rate is much higher when they get to know (you the person) rather than (you the piece of mail) that just got dropped on their desk. I just make sure my contractors get a slice of the pie and they keep feeding me more.
05-12-2007, 04:14 AM
05-12-2007, 10:14 PM
It really depends on several factors. If you are the only guy in your area, word of mouth will probably work well. If you have several competitors, your going to have to do some serious work to "brand" your name and your reputation.
In our case, we have done just about everything: Radio, magazines, direct-mail, Home and Patio shows, etc.. I will say that the direct mail piece is by far the greatest return on investment. You can target exactly what income level or home value you want the cards to go to, and you can be as repeat the mailing as many times as you wish. I recommend sending something to the same prospect every 45 days until you have reached them at least 3 times. This has always worked great for us, but every area is different. I believe that any form of advertising you do is only going to reinforce what you have already done. As people see your name more and more, you will start to give the appearance of an established and reputable company that can be trusted to be around when needed.
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