Marketing/Ad Campaign - Stick it in the yard?

[NOVAMowing]

Good afternoon. i have a question about an ad campaign Im thinking about. I would like to target some specific neighborhoods with a flier campaign that can be stuck in the ground near their mailbox.....

Here my Idea. I take my traditional rectangular flier and attach it to a plastic holder that can be stuck in the ground (Think warning signs placed after afert/pesticide application, but bigger) and place them in the ground near the mailbox...

These would be targeted at the larger 3-5 acre neighborhoods I will be going after. Most of them are very 'hoity-toity' and frown on people coming up the driveways. So Im thinking it could be a less intrusive, and time efficient way to target these homes. Has anybody here tried something like this?

[KrayzKajun]

If people in the community don't like u going up the driveway, I'm sure putting a stick in their yard will prolly pi$$ them off too.
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[dc240nt]

Anyone that puts garbage in my yard will never get my business. I will however, call the city and complain about the garbage that was left behind.
Just something to think about.
Im sure you can figure out a classier way to get business.

[NOVAMowing]

Yeah, y'all are reconfirming my fears.... The only thing is that if I dont leave a flier on the door and I dont leave one in the yard, I don't know how else to engage these high dollar potential clients.

If I cant market them at all, I guarantee I wont get any of their business. If I can land just 1 or 2 first season (Out of about 500 I am looking at), I can more easily expand in the neighborhood based on referrals. at $120 - $180 per cut, I may just have to try it on a couple hundred houses and see where the cards fall...

Any other suggestions for marketing these rich-folks is certainly welcome!

[KrayzKajun]

Direct mail postcards to the addresses.
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[NOVAMowing]

Do you have lock with direct mail? I know using my own mentality isnt rational but I have like literally never, ever bought something from a mailer. I honest to god, dont know if Ive even ever looked at one as it makes its way directly into the trash bin.

I suppose if Im only going to target 500 for this special campaign, I can stomach up to $0.50 each (inc. postage) for the campaign. For these properties, it will only take one to make things nice... I figure minimum mowing revenue from one of these 500 homes is about $3800/year.

[grandview (2006)]

Around here a couple of real estate companies put a bigger sized business card with a American flag through it.They go out after dark and stick them in the ground next to the mail box.

[TheBetterDoorhanger]

I don't know if you have checked out A'Deas printing at all, but we do direct mail and we can help target the neighborhoods you are wanting. We also print door hangers and other print advertising. We have a few specials going on right now as well. If you are needing any design help we have designers on staff that can help you with that as well. Feel free to call or email me if you would like any more info, My name is Glenda. My number is 1-866-778-4254 or my email is glenda@adeasprinting.com (our website is www.adeasprinting.com)

[GreyFlames]

You are talking about a small geographical area here. The best method is an awesome customer referral program and your sales message on your vehicle. If they are higher end customers then you need to pay a higher referral commission to them, maybe even $200 amex gift card. Remember you are paying for performance here and reaching a group that is tough to reach. Onto your vehicles... your truck should scream professional. It should also be easy for a passerby to read and understand what you do.

So the question is... how do you get in there in the first place. Well, first of all you should always test and measure all your marketing efforts. You should keep track of all your sources of customers, both ones you pay for and not. You should always ask a new contact how they heard about you. You can then focus your efforts on the best performing.

Postcards to a small group like that will not be expensive. However, you should plan on more than one mailing to be effective.

Google adwords will let you target a geographical area, although not as exact as just that group. Online is a great way to reach this market and will work year round. Although most of your traffic will come in the spring. Make sure that the webpage they are going to is easy to read, has a call to action, and a contact us form they don't need to go looking for.

Hope this helps you out. Best of luck.

[NOVAMowing]

Thanks for the additional replies, guys! Yes, I have no problem paying referral fees. It is indeed the "foot in the door" that I need for these specific neighborhoods.

As far as the equipment, we will be running a brand new F350 quadcab dump bed, new enclosed trailer and brand new mowers and handheld/backpack units. The idea is to go 100% professional... I would LOVE to do a full vinyl wrap on the Truck and Trailer but dont think that the cost will fit the startup budget.

We will likely settle on vinyls that fit into the startup budget.