Off-season Marketing

[solaras]

This is my first year in business and I was wondering if anyone (mostly those located in Florida or southeast) had any marketing tips for the off-season. I'm trying to generate some business and now that the grass is not growing I have more time on my hands. Any advice is helpfull.

Thanks

[solaras]

This is my first year in business and I was wondering if anyone (mostly those located in Florida or southeast) had any marketing tips for the off-season. I'm trying to generate some business and now that the grass is not growing I have more time on my hands. Any advice is helpfull.

Thanks

[Guido]

As some call it is what I suggest. Its just hitting up your current customer base with other services you may offer.

I think the best way is while your doing your weekly or bi-weekly maintenance at the property, take a good look around and jot down a list of things that you could improve on their property.

Next, draft up a nice letter ( a general template) and customize it to each customer. Tell them you noticed a few things you can do to improve the looks of their landscapes and you have some scheduele openings between now and March or April or whatever and you are willing to offer them a "special" price if they book any of the jobs during this time.

Also, you could include a list of all the services you provide besides normal maintenance and that may help them spark their own ideas.

Hope this helps some!

[Guido]

that you also posted in element's of business forum. Please e-mail one of the moderator's to have this one removed or merged with the other one if it gets any replies.

[solaras]

Why, does that bother you? What's the big deal? Maybe some people who read threads in here don't in the other.

[solaras]

Thanks Guido! Great Idea..

[Guido]

it would be easier to follow one thread!

[Stonehenge]

Newsletter -

I started a newsletter this year, to give customers some interesting info (not always landscape related), and to, oh-by-the-way, offer a new service or make them aware of a service we already offer.

We got a few calls on that. What's more, it keeps you in their minds throughout the year.

The downside is, it takes a lot of work. I had 2 monthly newsletters ready for the season, March and April, before the season even started. Problem was, once the season started, I didn't have any time. As of today, March and April are the only newsletters I sent out.

So I guess a word to the wise is, have all of your newsletters in the can before the season even begins.

But it works. And it's cheap. Paper, ink, and postage. Or if you mow, you can just drop them off at each customer's house. No postage.

[JimLewis]

One of the best things you can do in the off season is send a letter to all of the people who you worked for this year on a casual basis. That is, one-time jobs or basically everyone except ongoing maintenance clients.

In your letter you should 1) thank them for helping you get your business off to a great start this year. 2) Enclose a $25 gift certificate for any future work they do with your company, and 3) Enclose a few business cards.

Here's another big tip - make sure they understand that the gift certificate is able to be passed on to others in case they don't have a need for it. Then you'll get even MORE cleints.

One last piece of advice on this - don't expect overwhelming results right away. You may get some jobs right away, you may not. But chances are most of these people will save these and use you again next year. Return business it the best kind!

[LoneStarLawn]

Originally posted by solaras
Why, does that bother you? What's the big deal? Maybe some people who read threads in here don't in the other.

Because lawnsite would become unorganized. Post in the correct forum only please. The people who don't visit the Elements of Business forum are probably the people you do not want to answer this question.

[Ric]

Solaras

If you want to survive in Fla. Green Industry use the slow time to seek education. Buy the Fla. Lawn Hand Book, log on to Ifas and sign up with Dave Palmer your County Extension Agent for his semiars Join The LMA. Check out the local Vol Tech.

There are over a million palm trees in Tampa St Pete and some one has to trim them. A so so chain saw starts at about $250-- A cheap 24 ft ladder cost around a $100 and you should already have a pick up. A high side trailer would be nice. I am sure you are not full up with ins, lic and experence or you would not be asking the question you ask. so be careful and smart and only do the small trees at first. Try and watch a pro trim palm trees monkey see monkey do. There is a trick to booting palms so look for the small jobs at first. Do not do them for under $10.00 a tree. Drive though nieghborhoods and knock on doors. The nieghbors will hear the chain saw running and you will have an other job if you do a good job. Or a cheap price.

Mulch replacement is another good angle. I know a guy with a 14 yard landscape dump that fills it with mulch and goes door to door. Not forget rock jobs. A yard of mulch covers 75 to 110 sq ft depending on how thick you spread it. Rock will vary by size 1/2 will cover more sq ft than 1 1/2. Do your customer a favor and don't install any thing less than 3/4.

Stay away from landscape jobs and unless you have pruining experence stay away from clean out or fall trim backs. If you don't the name of a plant you don't know how it grows etc.

Boy am I sorry I wrote this post I see you guys come and go all the time. And the only thing you do is drive down the prices. I should of told you go to work for an experenced company and learn the hard way. Why does every one think they can go in business for themselves when they never worked in the industry before. Sorry to jump on you I am just an old stink pot and it is late. But I did give you enough info to stay alive. so you can forgive me for nasty.

Ric
I can't spellll but 2+2=5

[solaras]

Look Ric, I did this the hard way. I got my degree in Horticulture. Do you? I understand that the scumbags are the ones that set the standards in this industry. I don't need to know how to go out and trim a palm tree, I already know that. I know how to prune, I know how to lay mulch, etc....What I was asking for were MARKETING tips not a lesson on how to trim a tree or a lecture from you. Do you have any MARKETING advice to offer?

[thelawnguy]

What do you call the guy who graduates last in his med school class?





















Doctor.

[Mike Paulsen]

Some of you boys in Florida are sure touchy, specially when free advice is giving. Must be to much sun. LOL

[solaras]

Well I have some idiot bashing me and assuming that I have no technical Know-how. I was asking for MARKETING advice and he's trying to tell me to sell mulch door-2-door. I'm trying to grow this business in a professional manner. I damn sure don't want to be branded as a getter dunner. I'm not going to let this guy bash me when I probably have more technical knowledge than him. It's business knowledge I was seeking NOT technical knowledge.

I do however very much appreciate the MARKETING advice that everyone had to offer. Best of luck this winter to you all..

[Ric]

Solaras

Please accept My apology it was late, I was tired and I was wrong. No I do not have degree in Horticulture. So you have me there. Also I do not have a degree in business or Marketing. So I was wrong to post anything at all. Once again I apology for upsetting you. I am just an old man 61 years and have been in the business for longer than I can remember. How ever some where a long the way I did pick up just a few certificates like fumigation, termite, general household pest, lawn & ornamental, aquatic, Fla. landscape contractor, plant nutritionist and arborist. Before I forget, let me invite you to my college graduation this spring when I will get my degree in horticulture. (Lawnboy 82 you are also invited since we have both posted how school rocks.)

Solaras as a college grad would you be so kind to explain to me the CEC of SOM in calcarious sand Soils here in Fla. it does cause a problem in my area; another thing I am wondering could you explain how I might cure black layer. Once again please accept my apology I was wrong to slam you.

Ric

[solaras]

Well, sandy soils, which are generally low in colloidal material, have low CEC's compared to those of clay or silt loams. Our soils here in Florida are mostly composed of sand which are very low in organic matter and subsequently leach nutrients and minerals much faster than say clay soils. What would be your specific problem related to sandy soils.

About your Black Layer, have you tried a shot of penicillin?

Also, I am sorry to lay the heat on you. I'm frustrated, tired, and I'm trying to do this professionally and provide quality service. It pisses me off that these low-ballers set the standards in this industry. And then your assumption that I've never done the work and that I'm a low-baller really put me over the edge. Sorry and no hard feelings. Good luck with your business.

[Ric]

Solaras

Thanks for your very imformative reply however what I am asking is. How does SOM effect CEC in Calcarious Sand. also since Black Layer is anareobric and gram Negative I do not think Penicillin will do me much good.


Ric
I can spelllll but 2+2=5

[solaras]

Ric,

The accumulation of SOM tends to acidify the soil. Two reasons apply. 1) Organic matter forms soluble complexes with nonacid nutrient cations. This causes the loss of cations by leaching. 2) Organic matter is a source of hydrogen ions because it contains numerous acid functional groups from which these ions can dissociate. So what I'm saying is "try Liming the soil"

The whole penicillin thing was a joke.

[Ric]

Solaras

Better try again

Ric

[solaras]

Why don't you tell me then? I am not here to debate on Cation Exchange Capacities or Organic Matter or Friggin sandy Soils. You Tell Me. I always want more knowledge.

[solaras]

I suggest that you refer to "The Nature and Properties of Soils" 13th Edition. Pg. 345-408. But please advise me on this matter!!

[Ric]

Solaras

Ok you have proven to me that you have a back ground. So lets stop the pissing match. However Lime is not the way to go in calacious sand. Calious Sand parent material is coral shell therefore it is in fact Dolimite. To lime it would kill everything.

Black layer is the a sub soil layering effect normally cause by over application of sulfur to lower pH.

This is my last post on the subject and I owe you a real apology so please accept it. LOL

Ric
I can't spelllll but 2+2=5

[solaras]

I owe you an apology as well. As I got deeper into my text I found that this type of soil is pretty alkaline and yeah, I have to agree with you that Lime would definitly do some damage. Thanks for the lesson. Good thing I hung on to this book.

I assume that you are located in the Key's.

As for black layer. I don't run into that much.

Good Night

[ronslawncare]

both of you guys dont know crap about marketing still .i recently did some direct mail which work out nice .flyers always work great.pole signs.penny saver ,newspaper,biz cards,go to all your shopping centers through up your flyers or biz cards,door to door,ask customers for referals,run coupon ads ,signs for your truck i still need this one.but first need a new truck,sign on your trailer,if you do landscaping put a sign of your companys name in one of there beds,i feel doorb to door worksthe best but is very t6ime consuming this is my first real year in the business szo i still learning hope this helps

[Ric]

Ron

Thanks for your reply and yes I will agree with you I am not a marketing genus. The other night I read two posts from members in the St Pete Fla. area. One was asking for help through the winter and the other was this thread. I was tired but posted a reply that I though would help both of them. At the end of my one finger hunt and peck I caught an attitude and the above p-ing match started. I would like to extend My apology to solaras to all the member of lawnsite. We are all here to help ourselves by helping each other. A little dig now and again won't hurt if we all know it is meant in good fun. I over stepped that boundary and I am sorry about that now. You have offered good advise Thanks and may you always be health wealth and wise.

[tpirobert]

What works for me:

1. Target areas you service or want to service with flyers, door to door or on mail box.

2. Mail postcards to res. or comm. properties where it is impossible to hand deliver. InfoSystems mailing list works great for this and is worth the money

3. Solicit existing customers as Jim lewis stated above. "Give" your customers some discount for referralls.

4. Put signage on your truck, trailer and have company shirt, sweatshirt, jacket etc.


I have used radio, newspaper, coupon mailers, yellow pages and the like...but have found this shotgun method is expensive and has low returns. Better to target exactly who and what you want.

[Lanelle]

I agree with tpirobert and wish to elaborate on that localized approach that he was explaining. The small local newspaper is a good place to advertise. Placing an ad in the Homeowner's association newsletter for the subdivision that you want to target can be very effective. Often the ads are only a few dollars and people read the newsletter and appreciate that businesses are supporting their subdivision's newsletter. Another way to get exposure in an area is to volunteer for a local clean-up day at the park or school near-by. Make sure your truck has signs, you are friendly and pass out those business cards.

[Stonehenge]

If I can add to Lanelle's post about volunteering...

Make sure the task you are volunteering for is well-defined, with clear start and end points. Like a clean-up DAY, a help-the-elderly DAY, etc. A few years ago I volunteered our services to install some engraved brick paving at a local park, in association with a very large mfg and a municipality that were installing some brand new playground equipment. I ended up doing 3 designs for 100 sqft of brick.

During the installation most of the people who would benefit from the park improvements were rude, and what's more we got called back 2 additional times just to pull a few non-engraved brick and replace with engraved.

And as a final kick in the teeth the day I was there I swallowed a bee and it stung me halfway down my throat.

It was a colossal waste of time. About 40 hours, all told. Didn't generate a single lead, let alone new biz.

The volunteer work my company does now is on my terms, sponsored by my company, and I handle all press releases, etc.

[Dochere]

We cut back on print advertising and do odd volunteer jobs that get posted in our town newspaper, and church bulletins.