My Advertising Campaign

Discussion in 'Starting a Lawn Care Business' started by Icemanku, Mar 12, 2008.

  1. Icemanku

    Icemanku LawnSite Member
    Posts: 190

    Marketing Plan for The Lawn Specialist Spring 2008:

    Our goal is to do nonstop marketing until we reach our goal of 55-65 residential accounts from our current 16.

    I’ve done countless hours of research on quick ways to add customers through lawnsite.com, Greg Nelson and from talking to you guys. Here’s the marketing campaign I’ve come up with.

    Referral Letters- send a referral letter to all of our current, new and former customers. Refer a customer for a seasonal contract and get 30% off your next bill or something like that.

    Flyers: We’ll Flyer the same area every 3-4 weeks. These flyers should be full color on a ¼ of an 8 ½ x 11 sheet of card stock. We’ll make specific fliers that say “We’re mowing on your street/neighborhood so call us for a free estimate!” or something like that.

    KC Star: $42 gets us in the paper for 7 days, Up to 3 lines of description, Ad appears in: The Kansas City Star, Online for 7 days, Up to 500 characters of description, Includes 1 photo, Ad appears on: KansasCity.com

    Craigslist: It’s free advertising and can get us customers as long as we update it every week.

    I say we try that out for a couple of weeks to see how that works.

    Other options we have are:

    Mailers: These would be like our flyers but mailed out to a specific address. I’ve been told that you get a 5-10% return on mailers. These are pretty expensive, but something that would be worth a try to a small area in and around the 66221 zip code.

    Plastic Signs: These could work but could also be risky. I’m thinking we could but 10-15 up in busy intersections of some nice neighborhood to see what kind of response we get.
     
  2. TarheelTLC

    TarheelTLC LawnSite Member
    Posts: 59

    Just a suggestion don't put out flyers in the same area every 3-4 weeks. Pisses more people off than gets new clients. I once sold subsriptions to the newspaper and it was just embarrassing knocking the same door four and five times. Can't tell ya how many times I got cursed out!!!!! Of course I have put out out so many flyers for my business and only have one new client to so for it. So maybe I shoudn't give advice!!! :confused:
     
  3. Icemanku

    Icemanku LawnSite Member
    Posts: 190

    Yeah, but I'm not going to be knocking on doors. How many of you knock on doors when you pass out flyers? I thought from reading this forum that was frowned upon.
     
  4. EcoStar

    EcoStar LawnSite Member
    Posts: 20

    Sounds like a pretty solid plan...
    What do you hope to see in return as far as percentages go? Which of your advertising avenues do you assume will have the highest rate of success?

    I am also about to start my advertising campaign for 2008.
     
  5. ncls

    ncls LawnSite Senior Member
    Posts: 441

    flyer 3-4 different areas all at once. Timing is more important than bombarding the same people over and over. Otherwise, a good solid plan.
     
  6. CrimsonLawnCare

    CrimsonLawnCare LawnSite Member
    Posts: 95

    ya that is pretty mcuh what we will be doing this year as well, we are starting out with 25 accouts this year and look to hit the 80-90 mark this year. We were thinking about dropping our ad on super pages though , we havn't had much luck with it. Instead of a internet ad for this year we are going to go with a direct mail or be in one of those coupon books etc.
     
  7. EcoStar

    EcoStar LawnSite Member
    Posts: 20

    I agree with ncls. I would rather target 4 areas and spread out my frequency for the same amount of money...
     
  8. bill8379

    bill8379 LawnSite Senior Member
    Posts: 778

    I tried plastic signs one year and it was a disaster. I'm not sure if someone was stealing them, or residents were trying to keep their neighbourhood tidy, or if the city was taking them when they did the boulevards. But they all went missing and fast.

    A couple years ago I had 10k delivered for spring clean ups and I was working and I seen all these beautiful plastic signs. REALLY nice, 3 colours, nice design and they were everywhere. At the 4 way stops there would be one for each direction, they were on every corner in my neighbourhood and I thought this guy is going to be stealing my work if I don't get these people done fast. But the next day almost every single one of them was gone.
     
  9. Icemanku

    Icemanku LawnSite Member
    Posts: 190

    Yeah I think signs are out.

    Doing my campaign and doing quality work do you think I should be able to get 55-60 lawns by June?
     
  10. nherweck

    nherweck LawnSite Senior Member
    Posts: 321

    I'd have to agree with the others, and split your flyers up. I'd do two different areas, twice a year. That way, by the time they forgot you even exhist, you hit them with another flyer. Just my .02!
     

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