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GreenLawnFertilizing
06-28-2012, 11:51 AM
Hello Fellow Lawn Care Providers,

Green Lawn Fertilizing and Green Pest Solutions grateful to join a forum solely revolving around lawn care :)

A little about our companies. We are a lawn care and pest control company. Our lawn care company has nearly 20 years experience. We started out like some of you, very small. From the first day, until now our slogan has remained the same: Your #1 Local Lawn Care Provider. We Pride ourselves on being local through always putting the customer first-no matter what it takes, no if, and or buts. In 2011, Lawn and Landscape Magazine ranked Green Lawn Fertilizing the number 16 Lawn Care company in the nation. We are members of PLANET, LCAP, PPMA, the UGROUP and NPMA. If you're interested link exchanging please email me.

Thanks!

Steve
06-29-2012, 11:28 AM
Welcome to our forum!

Once a lawn care company gets to that size how do you find the marketing to change when compared to a start up?

GreenLawnFertilizing
07-02-2012, 07:35 AM
Welcome to our forum!

Once a lawn care company gets to that size how do you find the marketing to change when compared to a start up?

Any type of marketing is completely ineffective unless it's tracked. We pay a heavy emphasis on tracking all marketing efforts. We do quarterly and semi-annual marketing analysis. Whether it's direct mail, driveway packets or online marketing initiatives, this allows us to see which marketing efforts are most efficient and ultimately what to do or not do for the following season.

Steve
07-02-2012, 01:44 PM
When you find a marketing method that works, do you constantly try to tweak it? Do you split an area where you try two different mailers, for instance to see which works better?

GreenLawnFertilizing
07-03-2012, 07:36 AM
When we find a marketing effort that pays off we'll try and optimize it even further. So yes, we always tweak. For example, we'll look at saturation points. One direct mail peice that is typically very popular may have had a really low conversion rate in a heavily targeted county. In this case, we doubt it's the peice that isn't converted. We could believe it is the saturation point of the county-We possibly may have hit this county so much over the years that we are at our optimal conversion. On the flip side, we see that same peice distributed with a low volume to another county with a very high conversion rate. So what could we do... We might go ahead and test the new county next season with higher volume to see if the level of conversion remains. We certainly split test different mailers in the same locations to find out which ones are most efficient or represent higher conversions. One mailer we've used for nearly four - five years and haven't changed it one bit because it's always higher performing compared to it's counter part in the split test.

Steve
07-03-2012, 04:13 PM
We could believe it is the saturation point of the county-We possibly may have hit this county so much over the years that we are at our optimal conversion.

What kind of factors come into play when a potential saturation point is reached? Does it have to do with the marketing material or is it a matter of how many competitors are in an area? Or maybe even what % of the home owners in that area are your customers?

How do you know when it is a saturation point versus people not responding because of the marketing material?