09 Marketing

[rcreech]

How are you guys marketing this year?

Anything different from the past?

I was debating on even marketing this year...but I am getting ready to get my post card campaign together and just curious if I need to change from what I have done in the past.

In the past I have targeted $120,000+ homes with $40,000+ incomes.

Send out 5,000 twice to the same customers vs. sending out 10,000 to all different people.

Should I raise the bar this year so I don't waste my marketing dollard on those that can't affort it?

This is tough!

I can't wait to see how the post card thing turns out this year. I probably got an 8x ROI last year from my postcard campaign!

Little nervous...but excited!

[JustaGlimpseLandscapeMntc]

How are you guys marketing this year?

Anything different from the past?

I was debating on even marketing this year...but I am getting ready to get my post card campaign together and just curious if I need to change from what I have done in the past.

In the past I have targeted $120,000+ homes with $40,000+ incomes.

Send out 5,000 twice to the same customers vs. sending out 10,000 to all different people.

Should I raise the bar this year so I don't waste my marketing dollard on those that can't affort it?

This is tough!

I can't wait to see how the post card thing turns out this year. I probably got an 8x ROI last year from my postcard campaign!

Little nervous...but excited!

How much work did you get from the lower end of your demographics from last year's postcard campaign?

[GravelyGuy]

I'm mailing out about 8,500 postcards total. 2,500 of them will be double mailed so 6,000 different people. Houses vary from 90,000 to 1 mil. The second mailing will be a letter.

I also plan to hand deliver some postcards if I have time. This year is going to unpredictable. I just got off of the phone thirty minutes ago with a customer I've had for like 6 years that wants me to match a price or they will leave. No way I'm going to match the clowns she got the estimate from, but I'll come down a little bit.

[Premierlawncareservices]

What do you use to get your info for your mailing list?

[rcreech]

What do you use to get your info for your mailing list?

I use Cactus Mailing out of AZ.

Have had very good success with them and they do a great job.

Post Cards are UV coated and look awesome!

Usually get a very good return on them!

[Premierlawncareservices]

what about the info on the mailing list itself. (adresses and income)

[Rayholio]

I did a mailing of 2000 in january.. every address hand picked and measured.. so every lawn had pricing... Got great response, and I'm continuing to get response.. added about 40 customers since january. Pretty good for a mailing. and I'll resend in a couple weeks.

Marketing for '09 will not be as adverturous as in past years. I'm ONLY doing what I know will return my dollars... direct mail has never failed me. My technition and I will be knocking on doors near existing homes before, and after treatments. and my wife will be doing block leading.

This will be a year of trying to minimize expense and maximize revenue. I feel sorry for new-starts who don't know what works, or what doesn't...

[Turfdoctor1]

I did a mailing of 2000 in january.. every address hand picked and measured.. so every lawn had pricing... Got great response, and I'm continuing to get response.. added about 40 customers since january. Pretty good for a mailing. and I'll resend in a couple weeks.

Marketing for '09 will not be as adverturous as in past years. I'm ONLY doing what I know will return my dollars... direct mail has never failed me. My technition and I will be knocking on doors near existing homes before, and after treatments. and my wife will be doing block leading.

This will be a year of trying to minimize expense and maximize revenue. I feel sorry for new-starts who don't know what works, or what doesn't...


raholio,

that is a great response. congrats. sounds like a great idea to target specific homes. Were they weedy homes that you targeted? What did your advertisement point out that yielded such a good response?

j

[Rayholio]

raholio,

that is a great response. congrats. sounds like a great idea to target specific homes. Were they weedy homes that you targeted? What did your advertisement point out that yielded such a good response?

j

The homes wern't really specific.. but the areas were.. in other words, I would document every home in a subdivision, good street, or part of town.. We tried to pick areas with great looking lawns allready.. the more the better. People who have green lawns obviously care about their lawns, and are potential customers.. people who don't have a great lawn, but are next to someone who does, are feeling the 'pressure' and are likely potential customers.

My letter was short and sweet:
__________________________________________________________
2281
Ronald McDonald
123 Arbor Rd
Joplin, MO 64555

Hello,
You may have seen our trucks around your neighborhood. We’ve been taking care of your neighbor’s lawns for years now. I’ve included a few of their addresses below as a reference.

GreenScape is a local family owned company. Not a franchise. We live, work, buy, and grow right here in our own home town. We understand Joplin horticulture, and lawn maintenance better than any of the big-box national Chem-Lawn companies. We always apply the correct family safe treatment at the right time, and we get results. Guaranteed.

For 2009, we have begun offering a significantly lower price, so that you can start having a great lawn right away!
Spring Weed Prevention with Fertilizer $$$$
Late Spring Weed Killer $$$$
Summer Organic Fertilizer $$$$
Fall Weed Prevention & Fertilizer $$$$
Winterization $$$$



We also offer 7 treatment plans, tree and shrub care, one time weed treatments, seed & sod installation, and MUCH more! Please see our web site for details and FAQs; www.joplingreenscape.com or you can call 417.623.GROW (4769)

Please check out these satisfied customers in your neighborhood!
123 arbor Rd
456 arbor Rd
789 Red Fox Run
1011 Fawn Trl
1213 Fawn trail
1415 Arbor Rd
1617 Spring Hill Rd
1819 Notting Hill Cir
2021 Notting Hill Cir
2223 Notting Hill Dr
2425 Arbor Rd
2627 Notting Hill Dr


□ Sign me up! I want a greener lawn with fewer weeds!
□ I need more information. Please call me at this
phone number:______________________



Deadline for your 1st service
is February 15th

Act now to secure
your scheduling!

_______________________________________________________________

Of course I changed some fonts, spacing etc, to make it look a lot more simplified, and it included letterhead at the top, and a tear-off mail-back on the bottom which contained the check boxes, and urgency message. this could be put in the included window envelope, and swished back to me in no time.. and certain key words in the message like "joplin" were added on a per-customer basis.. All put together using LAIII and MS WORD mail merge The back of the letter was blank, and I included nothing else in the envelope..

[DUSTYCEDAR]

i like it nice and to the point

[DUSTYCEDAR]

thanks ray

[Rayholio]

Yeah... never forget that you're sending 'junk' mail.. and if someone looks at your letter, and see's even one paragraph, they'll just say... it isn't worth it.. and throw it in the trash..

I got several back with phone numbers... I instantly mailed out a second letter that said a lot more, included a contract.. terms and condtions, a flier, and 2 business cards.. Then 1-2 days later (the same day they should have recieved the 2nd letter) I would return the phone call and close.. You've just gotta be like a well oiled machine, or they'll quickly lose respect and stick with what they know...

[DUSTYCEDAR]

You've just gotta be like a well oiled machine
I AM MORE LIKE A OLD LEAKY TRUCK
GONNA HAVE TO FIX THAT

[rnd]

Go to RNDSIGNS.COM (http://rndsigns.com)to see hundreds of post card promotions from all over the U.S. Request a FREE marketing handbook. See advertisng layout ideas for green industry businesses, professional photography to enhance your image and instant online pricing.

[DUSTYCEDAR]

rnd has some real nice stuff on there i see

[Rayholio]

I get my lawn signs from them.. top notch...