What kind of coupons to run?

[JMiller08]

Hey guys, I have an ad coming out in my local paper that will reach about 40,000 homes. I want to run two coupons to try and stir up some business. I was thinking of doing a discount for aeration and one maybe for two weeks free mowing when you sign up for the 2010 season. Anyone else run coupons in the paper? if so what is your response rate? Im trying to pick up 20-30 more mowing customers. Think this is possible?

[lawnlandscape]

Every ad has coupons on them. To know which coupons I use, you will have to search my previous posts

[Runner]

you definitely have the right idea with the "coupon" gimmick thing. However, I would fore-go the aeration thing, as it will be a waste of ink and space. First, it just won't be that much of a call for it. A wide share of people don't even know what it is, and so many of those that do, may not see it as a necessary or needed service. This is more of a thing that is an upsell to existing customers, and folks that you can explain it to. Give them something that they can use for sure. Also, make it something that is concrete...not just something vague like the obligatory "10% off" thing that so many people try. Give them a solid value...something like $25 off a spring cleanup or something like that. The two free mowings is good, but make sure it is explained that it is discounted from their final statement.

[lawnlandscape]

Originally Posted by Runner

you definitely have the right idea with the "coupon" gimmick thing. However, I would fore-go the aeration thing, as it will be a waste of ink and space. First, it just won't be that much of a call for it. A wide share of people don't even know what it is, and so many of those that do, may not see it as a necessary or needed service. This is more of a thing that is an upsell to existing customers, and folks that you can explain it to. Give them something that they can use for sure. Also, make it something that is concrete...not just something vague like the obligatory "10% off" thing that so many people try. Give them a solid value...something like $25 off a spring cleanup or something like that. The two free mowings is good, but make sure it is explained that it is discounted from their final statement.

I do the first 2 mowings free, but I always make the first 2 free. They always sign a seasonal contact, and have had no problems this way.

Btw, I just got done reading your book, and its amazing!! lol

[JMiller08]

I also thought about maybe doing a free yard of mulch and installation when you purchase 4 or more yards. I get mulch for around 22-25 a yard. That would be with no bed prep just throw it down. Im charging around 60 per yard for mulch that includes very light bed prep. So at that price it would be 240 for the 5 yards spread. That doesnt include delivery. I could put the coupon saying its a 60 dollar savings. That might catch some eyes? However im really shooting for more mowing than anything.

[Yater]

Originally Posted by JMiller08

I also thought about maybe doing a free yard of mulch and installation when you purchase 4 or more yards. I get mulch for around 22-25 a yard. That would be with no bed prep just throw it down. Im charging around 60 per yard for mulch that includes very light bed prep. So at that price it would be 240 for the 5 yards spread. That doesnt include delivery. I could put the coupon saying its a 60 dollar savings. That might catch some eyes? However im really shooting for more mowing than anything.

Most people don't know what a yard of mulch is. Give them a free mow...they'll understand that. I don't give anything away and they keep calling.

[brucec32]

Originally Posted by JMiller08

Hey guys, I have an ad coming out in my local paper that will reach about 40,000 homes. I want to run two coupons to try and stir up some business. I was thinking of doing a discount for aeration and one maybe for two weeks free mowing when you sign up for the 2010 season. Anyone else run coupons in the paper? if so what is your response rate? Im trying to pick up 20-30 more mowing customers. Think this is possible?

Not a coupon fan for various reasons (mostly it seems to attract the type customer I don't particularly want anyway) but one doing a FREE aeration (discounted they just figure you are doing it for the reg price and calling it a discount) might have some appeal. Two free weeks of mowing is a little mundane maybe.

Just be sure you BACK LOAD any freebies or you will get a proportion of respondents trying to get something free then coming up with an excuse to cancel.

I think for most people I'd like to have as customers, a reasonable price, quality job, and dependability are more important than a temporary savings of $80 or whatever. After all, saving $80 on a $1200/year service is a pretty small discount in the long run. But to a cheapskate, that may have some appeal. My thinking is you'd tend to attract a higher percentage of cheapos than you'd want. My goal is the customer who wants value and reliability.

[JMiller08]

Originally Posted by brucec32

Not a coupon fan for various reasons (mostly it seems to attract the type customer I don't particularly want anyway) but one doing a FREE aeration (discounted they just figure you are doing it for the reg price and calling it a discount) might have some appeal. Two free weeks of mowing is a little mundane maybe.

Just be sure you BACK LOAD any freebies or you will get a proportion of respondents trying to get something free then coming up with an excuse to cancel.

I think for most people I'd like to have as customers, a reasonable price, quality job, and dependability are more important than a temporary savings of $80 or whatever. After all, saving $80 on a $1200/year service is a pretty small discount in the long run. But to a cheapskate, that may have some appeal. My thinking is you'd tend to attract a higher percentage of cheapos than you'd want. My goal is the customer who wants value and reliability.

I get where your coming from. So what would appeal to a higher class type of crowd? The homes my ad will reach are valued anywhere from 150k dollars anywhere up to 750K dollars. Very wide range of clientele. I hate cheap people and am very good at sniffing them out. I just think in todays economic times everyone is trying to save a buck. Even if you save $150 a year on you lawn thats three tanks a gas for someones car in my eyes. Every little bit counts. But who knows this whole thing could end up blowing up in my face!

[CollegeMowers]

you definitely have the right idea with the "coupon" gimmick thing. However, I would fore-go the aeration thing, as it will be a waste of ink and space. First, it just won't be that much of a call for it. A wide share of people don't even know what it is, and so many of those that do, may not see it as a necessary or needed service. This is more of a thing that is an upsell to existing customers, and folks that you can explain it to. Give them something that they can use for sure. Also, make it something that is concrete...not just something vague like the obligatory "10% off" thing that so many people try. Give them a solid value...something like $25 off a spring cleanup or something like that. The two free mowings is good, but make sure it is explained that it is discounted from their final statement.


WRONG....I kill it everytime I have ever run an aeration advertisment! Aerations and winterizations happen to be the only thing I advertise now!

[JMiller08]

[/quote]WRONG....I kill it everytime I have ever run an aeration advertisment! Aerations and winterizations happen to be the only thing I advertise now![/quote]

What kind of specials (if any) do you run? I am very interested to find out. About how many jobs do you get? How many people adevertised to?